customer experience management: optimize your site to deliver a highly engaging user experience
DESCRIPTION
Presentation at the Predictive Analytics & Business Insight conference in San Francisco, CA.Describes a 4 step framework to optimize your site to deliver a highly engaging customer experience.TRANSCRIPT
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Customer Experience Management:
Optimize your site to deliver a highly engaging customer experience
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
February 9, 2912
2:40 PM
Janet A. Jaiswal
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Agenda
› What does Customer Experience Management mean?
› Why does it matter?
› How does CEM help my bottom line?
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› What should I be doing?
› Example of customer experience measurements
› Q&A
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• 450+ Enterprise Customers
• 7 of the 10 largest US banks
• Increase website and mobile conversion and adoption rates
• Improve customer satisfaction and retention
Tealeaf is the leader in online
customer experience management
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• Improve customer satisfaction and retention
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Improving online customer relationships
one experience at a time
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San Francisco, CA
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Hundreds of companies rely on Tealeafincluding 30% of the Fortune 100
InsuranceTravelFinancial ServicesMore E-business
LeadersRetail
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Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
Including more than 40 P&C Insurance
Companies
Including 25% of the leading Travel
Providers & Portals
Including 7 of the 10 Largest U.S. Banks
Telco, Pharma, Utilities, etc. with B2C & B2B Sites
Including 1/3 of all Internet Retailers >
$100M
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What Does Customer Experience Management
Mean?
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Mean?
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How CEM Relates to Web Site Optimization Tools
Application Web
Content Optimization
Campaign Optimization
Marketing Performance
Mgmt
Usability Analysis
Customer
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Application Performance Management
Web Analytics
Multivariate Testing
Mgmt
Voice of
Customer
Customer Experience
Management,CEM
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The web site optimization ecosystem
Marketing Performance Mgmt
Content Optimization
Campaign Optimization
Multivariate Testing
Spend, Mix
Targeted Offers
Campaign ROI, List Segmentation
Page Configuration & Content Tests
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Voice of Customer
Content Optimization
Application Performance Mgmt
Web Analytics
Multivariate TestingTargeted Offers
Clickstream, Referrals
Customer Surveys, Behavior Predictions
Content Tests
Site Usability
Customer Behavior, Business Impact
Page & Transaction Response Times
FOUNDATIONAL “MEASUREMENT & ANALYSIS” SOLUTIONSThe best companies will leverage these five solutions, at a minimum
Usability
Customer Experience Management
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Customer experience management means reducing customer struggle not just site errors
vs.
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Site Errors
vs.
Customer struggle
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Why Does Customer Experience Matter?
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Customer Experience Matter?
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We absolutely want to give our customers the best possible online experience so they
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experience so they continue to fly with us.
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30%
40%
50%
60%
WEB
Customer preference for online is accelerating
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WEB
IVR
PHONE0%
10%
20%
30%
20062007
20082009
2010
2011
WEB
IVR
PHONE
% of Revenue by order capture channel:
PHONE – Talking to an agent
IVR – An automated telephone ordering service
WEB – Orders placed through the website
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92:1
Companies typically spend $92 to bring customers
to their site.
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92:1But only $1
to convert them.
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CEM means removing obstacles to customer success
Usability issues
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Usability issues
Application issues
Site errors
System issues
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Mobile is growing exponentially,User experience is critical
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Q: “What Advice do you have for companies looking to build a mobile presence?”
A: “Every senior employee at the company… should…test out their own user experience to make sure it’s effective and good…So the first thing is to actually get on the platform, then experiment” – Mary Meeker
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Market changes driving the need for online customer context in the contact center
“The paradigm of ‘contact centers as cost centers’ doesn't hold water. It only applies to contact centers that offer poor experiences.” — The Economic Necessity of Customer Service
“80% …plan to use customer experience to … differentiate…
Strong Need to Differentiate Based on Customer Experience
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“80% …plan to use customer experience to … differentiate… [their business]” — The State of Customer Experience, 2010
But Cross Channel Experience is Very Poor and Impactful
“… 45% of those frustrated customers completely stopped doing business with a company as a result of bad customer service.” — Harris Survey, 2009
“Only 49% of consumers are satisfied with the transitions from web to phone!” — Cross-Channel Design, One Channel Pair At A Time, Forrester 2009
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Why Does Customer Experience Matter?
A mobile channel example
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A mobile channel example
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Mobile Challenges
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Many companies lack visibility into the mobile channel
• Why am I getting negative reviews?
• What is working and what is not and why?
• Should I add features or expand to other platforms?
• Why are conversion rates lower on mobile?
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Users have high expectations of mobile
47%
80%
85%
50%
60%
70%
80%
90%
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0%
10%
20%
30%
40%
Experience on the phone should be better
than in-store
Experience should be better than or equal to
in-store
Experience should be better than or equal to using laptop or desktop
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
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Poor Experience Matters
Mobile financial service capabilities had more impact on a consumer’s decision to select a bank than….
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select a bank than….
Source: Mercatus LLC and Visa Inc. Dec 2010 study
the availability of online banking, access to ATMs or nearby branches.
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Poor Experience Matters
63% of users would be less likely to buy
from the same company via other purchase channels (online, in store) if they encountered a mobile transaction problem.
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84% of users experienced problems when
conducting online transactions on mobile devices.
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
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Bad customer experiences are more dangerous than ever
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78% of users who
encounter problems completing mobile transactions share those experiences with others
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How do you find out about bad customer experiences?
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Will Good Customer Experience Help my Bottom Line?
Some Examples
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Some Examples
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Online Financial ServicesMortgage calculator fix leads to $2M in additional annual revenue
Speculated visitors struggled with mortgage rate calculator but couldn’t validate issue.
Discovered back-end system issue wasn’t
Problem
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Discovered back-end system issue wasn’t recognizing use of commas in loan amount field and disqualified loan amounts incorrectly.
Issue resolved with back-end fix, realized over $2M in annualized benefit.
Solution
Results
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Travel siteOutbound Sales Team Now Accounts for 20% of Revenue
Tealeaf helped inbound sales representatives but company wanted to proactively improve conversion and bookings.
Problem
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The travel company converted 6 inbound reps to outbound to contact customers that struggled with bookings.
Arming this small team with Tealeaf, flight conversion doubled to 30% and now accounts for 20% of revenue.
Solution
Results
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What Should I be Doing?
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#2: Proactive Monitoring
#3: Multi-Channel Optimization
Institutionalizing CEM across the enterprise
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Tealeaf CEM Maturity Model
#1: Reactive Problem Resolution
Improving Existing Processes
Putting new processes in place for CEM
enterprise
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Step 1: Define your online goals
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• Increase registration rates from Mobile apps users?• Increase the number of products purchased?• Improve self service capabilities of your site (reduce contact center calls)?• Reduce checkout abandonment rate?• Follow up on complaints received via feedback survey?
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Online Channel
Step 2: Understand your entire user base
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Offline Channel
Channel
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A Mobile example: Understand your user base
• User Behavior
– Screens Viewed, Referring Screen
– Text Field, Text Field Value
– Touches, Motion
– Etc.
• Environmental
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• Environmental
– Site & App Version, OS version, Device Model
– Device Orientation
– Carrier, GPS
– Etc.
• Application Health
– Exceptions, Crash
– Server Connection Success/Errors
– Etc.
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Step 3: Know what to measure to make smarter decisions
Identify your Key Performance Indicators
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Example of business measure: New accounts opened
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Example of business measure: e-commerce site KPIs
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Example of technical performance: Application errors
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Early warning system into customer struggle
Cross-channel visibility into key metrics
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Example of customer listening measures
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Early warning system into customer struggle
Cross-channel visibility into key metrics
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Example of usability measures
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Step 4A: Optimize your site
› Develop new goals, measure and improve performance across
• All user channels
• All geographies
• Around the clock
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Step 4B: Monitor progress regularly
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Summary of recommendations
Step 1: Develop goals
• What are your key online goals
Step 2: Understand your user base
• All online services (mobile apps, mobile web, desktop web, contact center, social media)
Develop goals
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center, social media)
Step 3: Know what to measure
• Identify Key Performance Measures
• Identify and eliminate customer struggle (not just site errors)
Step 4: Optimize your site
• Develop goals, measure and improve performance
• Monitor regularly
Understand your users
Know what to measure
Optimize your site
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Improving customer experience:Key takeaways
1. Better visibility into customer issues
2. Faster trouble isolation and resolution
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If you don’t, your competition will
resolution
3. Higher customer satisfaction
4. Identify new service opportunities
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Thank You
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Janet A. JaiswalSr. Director of Product [email protected]: JanetJaiswal