Date post: | 18-Jul-2015 |
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IBM Tealeaf Overview for
Commerce Customers See Your Digital Channels Through the
Eyes of Your Customers
Chris Goodier Senior Sales Consultant, IBM Customer Analytics
3/17/2015 2 © 2015 IBM
IBM Procurement
Solutions
Financial Operations
B2B Integration
Sales Commerce
Service
Customer Analytics
Marketing & Merchandise
71% of smartphone users
compare prices in
stores1
58% are more price
conscious today than
they were a year ago2
43% increase in mobile sales
on Black Friday 2013
versus 20123
92% of consumers trust
earned media above all
other forms of
advertising6
70% of a business-to-
business (B2B)
purchase decision is
made before a sales
representative is
contacted5
6.8B mobile phone
subscribers across the
globe in 20134
Today’s consumer is empowered and demanding
3/17/2015 3 © 2015 IBM
88% abandoned cart
75% move to costly channel
63% less likely to repeat with bad
experience
41%
expressed frustration
Businesses must understand their customer
3/17/2015 4 © 2015 IBM
Site Errors and Usability Issues lead to online struggles
...lead to poor customer experience
...lead to
loss or transactional revenue
low customer retention
calls to the call center
exposure of brand reputation
What is the issue?
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1 2 3
User Journey – as the Consumer sees it
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• Small % • Scripted questions • Escalation
3
User Journey – as the Service Department sees it
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WA Data Status
Unique Visitors
Page Views
Up Time
Conversation Rate
x
3
User Journey – as the Marketing Department sees it
• IT request • Remarketing • Same results
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APM Services Status
Application Servers - SLA
Database Monitoring
Middleware Monitoring
Network Monitoring
3
User Journey – as the IT Department sees it
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Without understanding Why and fixing the problem, all other services and solutions are either ineffective or inefficient
3
User Journey
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The Gap – No Visibility into Why Customers Succeed or Fail
• Server Logs
• Performance Metrics
• APM
• Funnel Reports
• Business Trends
• WA
• Email, Surveys
• Phone Calls
• CRM
3/17/2015 11 © 2015 IBM
• Server Logs
• Performance Metrics
• APM
• Funnel Reports
• Business Trends
• WA
• Email, Surveys
• Phone Calls
• CRM
IBM
Tealeaf
Actions
Interactions
Issues
The Gap – IBM Tealeaf captures
Every Customer, Every Interaction, Every Time
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1- Capture (all) traffic 2- Analyze KPI’s and struggles
3- Replay struggle sessions 4- Initiate Action, solve
What’s the solution?
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Why – IBM Tealeaf?
What – Web Analytics Why – IBM Tealeaf
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• The customer experience & behavior analysis suite is
designed to replay and analyze customer’s experiences.
• The customer service optimisation suite is designed for the
service centre where the replay
capability is embedded in the
call center rep’s CRM
or screen system.
• Integration add-ons to extend the
value of Tealeaf for use with
3rd party analysis solutions
IBM Tealeaf Customer Experience Product Suites
3/17/2015 15 © 2015 IBM
Issue Identification & Resolution
Dispute & Fraud Investigation
Customer Service
Optimization
Web Site Optimization Integrations
Customer Experience KPI Monitoring
Customer Behavior Analysis
Use Cases
3/17/2015 16 © 2015 IBM
Gain insight into how web and mobile applications are being used, and where improvements can be made
Improved site/mobile usability and customer satisfaction
Increased conversion rates from web and mobile adoption and usage
Reduced load on contact centers, call times, call volumes, and average speed to answer questions
Visibility into where and why struggle is occurring
Key Benefits
3/17/2015 17 © 2015 IBM
Typical three-year risk-adjusted results
249% ROI
7.3 months payback period
£9,868,005 total net present value
SOURCE: Forrester Consulting, The Total Economic Impact™ Of The Tealeaf Customer Behavior Analysis Suite, Norman
Forbush, November 2013. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.
Customers of IBM Tealeaf solutions typically realise risk-
adjusted payback in less than three months
3/17/2015 18 © 2015 IBM
Out-of-the-box integration
* Tealeaf software needs to be installed and configured
• Require IBM WebSphere Commerce v7 FP6+ or later
• Includes UI Capture library in Aurora store checkout pages
• Pre-built Tealeaf UIC Configuration for Aurora Store.
Customization with Wizard. Includes privacy masking rules.
• Reduced time to value with predefined
content: replay rules, privacy rules and
Tealeaf events to measure and report
on key metrics
• Can be enabled at no costs for use on a
non-Production WebSphere Commerce installation*
Integration with IBM WebSphere Commerce
Replay
customer
checkout
flows
3/17/2015 19 © 2015 IBM
99%
Increase in web analytics
accuracy
60%
Improvement in conversion rate
for iPad users
Dutch retailer wehkamp.nl
Problem: Orders were not reported to the company but payments were deducted
from user accounts, they were not properly tracked by Firefox users. Conversion
rates dropped significantly with certain products.
Solution: By replaying sessions using IBM Tealeaf solutions, the customer identified
an application issue in the external payment system. Resolved discrepancy via
segmentation analysis of Firefox users. JavaScript error was found that had skewed
reports. Tealeaf CX Mobile and Tealeaf segmentation showed that iPad users
dropped orders when banner ads blocked their rotated views.
Impact: : Recreated orders without further inconveniences to shoppers. Increased
web analytics accuracy to over 99%, improving marketing campaign effectiveness.
Conversion rates increased by 60% overnight for those iPad users.
Increased web analytics accuracy & improved conversion rates for iPad users
Tealeaf is 100% Coverage, Scalable, Secure, Extensible
3/17/2015 21 © 2015 IBM
£2M
Gained in revenue per year
Prominent UK Retailer Exposed Imperfect Customer Experience
Problem: Unlike their offline outlets, which are very customer-centric, the online
business had zero visibility into customer experience.
Solution: By employing IBM Tealeaf solutions, the company has new insight into site
obstacles such as discovering that the In Store Pick Up feature was not working
properly. More than 70 shoppers per day were abandoning their carts because they
were getting a “no store” or “sorry your items cannot be delivered” message.
Impact: : New visibility allowed the company to reassess their processes and make
changes such as offering free shipping on orders over a certain value. Resolving this
one customer experience flaw has enabled the company to recover more than $2M
in top line revenue per year.
3/17/2015 22 © 2015 IBM
40%
Of abandoned transactions were
recovered
Leading Multi-channel Retailer
Problem: Needed to improve conversion for users that abandoned transactions after
demonstrating clear intent to purchase.
Solution: Outbound call center team now aware of customers that added products to
baskets and started checkout but did not complete transactions.
Impact: : After only eight weeks, conversion rate increased to 40% for this segment.
Call centre agents to recover 40% of abandoned transactions
3/17/2015 23 © 2015 IBM
IBM Tealeaf Customer Experience Analytics
Experiencing your web and mobile business as your Customers do Realtime
Experience
Capture
Struggle
Detection
Revenue Impact
Analysis
Experience
Replay
Customer &
Revenue
Recovery
Every customer Every interaction Every time
3/17/2015 24 © 2015 IBM
3/17/2015 25 © 2015 IBM
Legal Disclaimer
• The information contained in this publication is provided for informational purposes only.
While efforts were made to verify the completeness and accuracy of the information
contained in this publication, it is provided AS IS without warranty of any kind, express or
implied. In addition, this information is based on IBM’s current product plans and strategy,
which are subject to change by IBM without notice. IBM shall not be responsible for any
damages arising out of the use of, or otherwise related to, this publication or any other
materials. Nothing contained in this publication is intended to, nor shall have the effect of,
creating any warranties or representations from IBM or its suppliers or licensors, or altering
the terms and conditions of the applicable license agreement governing the use of IBM
software.
• References in this presentation to IBM products, programs, or services do not imply that they
will be available in all countries in which IBM operates. Product release dates and/or
capabilities referenced in this presentation may change at any time at IBM’s sole discretion
based on market opportunities or other factors, and are not intended to be a commitment to
future product or feature availability in any way. Nothing contained in these materials is
intended to, nor shall have the effect of, stating or implying that any activities undertaken by
you will result in any specific sales, revenue growth or other results.
3/17/2015 26 © 2015 IBM