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Experience Your Customers
Presentation for
Agenda
2
Introductions
Customer Experience Management & Tealeaf
Product Demonstration
Tealeaf Usage and Focus Trends
Integration Level of Effort and Timeline
Q&A / Next Steps
© 2012 IBM Corporation
12+ Years Defining Customer Experience Management 450+ Customers | Strength in Financial Services
Retail
1/3 of all Internet Retailers > $100M
7 of Top 10
Over 40 P&C Insurance Companies
Insurance
10 of 12 Most Booked Travel
Portals 50% US Airlines
Travel
All Major U.S. Carriers
Telco / Cable Financial Services
8 of 10 Largest U.S. Banks
3
With Tealeaf, it’s exponentially easier to understand customer behavior and uncover usability and site issues that can lead to, in all seriousness, millions of dollars in savings.
Matt Cardwell, Director of Web Site Marketing – Quicken Loans
© 2012 IBM Corporation
30% of Fortune 100
companies rely on
Tealeaf
Bad customer experiences are more dangerous than ever
6
© 2012 IBM Corporation
Business Team
Business Trends
Funnel Reports
7/23/2005,0:06:31,192.168.1.207,-,10.10.20.47,80,GET,/store/,-,302,405,460,10,Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1),-,,-
7/23/2005,0:06:32,192.168.1.207,-,10.10.20.47,80,GET,/store/Default.asp,-,200,13631,461,1122,Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1),-,,-
1 2 3 4
#550356 $54.72 <id56043>
#864021 $89.12 <id23856>
#756053 $129.12 <id85476>
#173460 $12.00 <id87953>
#783452 $7.32 <id87342>
IT Team
Server Logs
Performance Metrics
Transaction Logs
The Gap No Visibility into Why Customers Succeed or Fail
But why did customers succeed or fail
on our site?
Customer Service
Customer Calls
Customer Emails
To: Customer Service
Your site lost my shopping cart .
Customer Surveys
[+]
© 2012 IBM Corporation
Customer Service
Customer Calls
Customer Emails
To: Customer Service
Your site lost my shopping cart .
Customer Surveys
[+]
Business Team
Business Trends
Funnel Reports
7/23/2005,0:06:31,192.168.1.207,-,10.10.20.47,80,GET,/store/,-,302,405,460,10,Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1),-,,-
7/23/2005,0:06:32,192.168.1.207,-,10.10.20.47,80,GET,/store/Default.asp,-,200,13631,461,1122,Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1),-,,-
1 2 3 4
#550356 $54.72 <id56043>
#864021 $89.12 <id23856>
#756053 $129.12 <id85476>
#173460 $12.00 <id87953>
#783452 $7.32 <id87342>
IT Team
Server Logs
Performance Metrics
Transaction Logs
Filling the Gap ~ Understanding “Why?” Requires Visibility into the Actual Customer Experience
Review Cart
Submit Order
Your shopping cart is empty
Empty Cart?
Tealeaf
Web & Mobile Channels Reduce People to Data
See Your Digital Channels Through the Eyes of
Your Customers
© 2012 IBM Corporation
Tealeaf. See Your Digital Channel Through the Eyes of Your Customer. Every Customer. Every Interaction. Every Time.
10
All actions
All interactions
All customer experience obstacles
© 2012 IBM Corporation
Immediate Awareness to Eliminate Further Struggle and Make More Customers Successful
© 2012 IBM Corporation 12
Demonstration
© 2012 IBM Corporation 13
Benefits and ROI
© 2012 IBM Corporation
Across the Enterprise
Issue Identification & Resolution
Dispute & Fraud Investigation
Customer Service Optimization
Advanced Analytics
Site Usability Monitoring
Conversion Rate Optimization
Tealeaf: Value Across the Enterprise
© 2012 IBM Corporation
Typical Benefits (as described by Forrester)
1%+ improvement in customer retention rates from better site experience. 2
60%+ reduction in support costs associated with problem reproduction and resolution.
3
3.5%+ increase in site conversion rates. 1
10%+ reduction in support costs associated with better prioritization of site projects and project avoidance.
5
0.5%+ improvement in average order value from better customer experience.
4
15
© 2012 IBM Corporation
Summary of Tealeaf Key Features
Enables rapid identification, diagnosis, and resolution of site obstacles & customer struggle 2 Provides the ability to quantify the business impact of any given issue for more effective resource prioritization 3
Real-time visibility into the actual customer experience 1
Seamless integrations with other digital optimization & CRM systems 5 Facilitates usability optimization efforts 4
16
Enables targeted marketing (i.e. order recovery) and personalized content delivery based on customer actions 6
© 2012 IBM Corporation
Three-Year Risk Adjusted Results
ROI: 512%
Payback Period: 2.6 months
Total Net Present Value: $7,633,214
Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 2010
Benefits Quantified in Study
Increased Conversion Rate 3.5%
Increased Average Order Value 0.5%
Improved Retention Rate 1%
Reduced Problem Resolution Time 60%
Reduced Incidents (Project Avoidance) 10%
Reduced Disputed/Fraudulent Chargebacks 0.05%
Results calculated from interviews with 4 cross-vertical customers & market research.
Summary: 3-Year ROI
$(1,000,000)
$-
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
Initial Year 1 Year 2 Year 3
Reduction in chargeback transactions
Reduction in IT costs for project avoidance
Reduction in IT costs for problem resolution
Incremental revenue from improved retention rate
Incremental revenue from increased order value
Incremental revenue from increased conversion
Total yearly costs for Tealeaf
Note: Benefits found in this study were not risk adjusted and were achieved over a three year period.
Total Economic Impact of Tealeaf’s CBA Suite Risk Adjusted Payback in Under 3 Months
© 2012 IBM Corporation
Refuse to compromise: Extend your insight into the mobile web*
http://mobileweb.com
* Requires CX Mobile & cxOverleaf
© 2012 IBM Corporation
cxOverleaf complement your existing Tealeaf products by providing a more complete view of the customer
CUSTOMER INTENT (Usability Analytics)
CUSTOMER ACTION (Transaction Analytics)
© 2012 IBM Corporation
Quantify & Respond to Experiences That Matter
20
Conversion Rate: 51%
Conversion rate – control group:
Conversion rate – study group: -
Control Group
Total no. of sessions where user proceeds to purchase page
No. of sessions where user completes purchase:
Conversion Rate: 0%
Study Group
Total no. of sessions where user gets error message
No. of sessions where user purchases despite error message:
42
0 9,227
18,046
51%
0%
51%
51% of the 42 users affected in study group should have converted = 21 users
Annualized opportunity cost: $4,599,000
Average booking value:
Number of daily impacted users:
$600
X21
OPPORTUNITY IMPACT
Daily impact: $12,600
© 2012 IBM Corporation
eTailer Tealeaf Usage and Focus Trends
© 2012 IBM Corporation
› A focus on Site Conversion • CEM is interdisciplinary, but ultimately a business function
• Moving from fixing bugs to removing obstacles
• Leveraging the experiences of people rather than merely focusing on app and business performance.
• Detecting struggle, tight integrations with VOC, and the call center
• Strong executive sponsorship to implement change
• Hard business cases to justify incremental improvements.
• Key customer examples (that we can mention):
– Zappos.com
– Dell.com
– Abercriombie & Fitch.com
– Ebay/PayPal
– Expeida, Inc. (travel)
Trends in eTailToday
© 2012 IBM Corporation
› Key Deployment Areas of Focus: • Client-side is where the biggest opportunity lies
• The affect of AJAX on the customer experience is poorly understood.
• Forms are a black hole were user experience goes to die.
• The majority of obstacles found with Tealeaf on eTail business are in poor form design and data validation.
• Integration with Akamai for true end to end visibility • Most large scale Tealeaf eTail customers are integrating Tealeaf with Akamai to
understand the top of the funnel product selection challenges in the a cached environment.
• Mobile CEM is a must • Different connection types, battery life, multiple gesture possibilities all but
make typical click analytics obsolete.
• Incorporating Usability into the CEM Practice (NEW)
• Reducing the number of clicks before add-to-basket
• Rapidly validate and replicate A/B Test success
• Deep form-field analysis
• Key customer examples (that we can mention): L.L. Bean, Crate & Barrel, Motorcycle Superstore
Trends in eTail are Using Tealeaf Today
© 2012 IBM Corporation
Integration Level of Effort and On-going Resources for
Managing Tealeaf
© 2012 IBM Corporation
Tealeaf Architecture – On Premise Software
SPAN port, Mirror port
Or Tap
Tealeaf CX Capture
• Decrypt • Privacy • Assemble
Firewall
Switch, Router, Load Balancer,
Firewalls
Existing Customer Environment Web Servers
Application Servers Databases
Tealeaf CX Datastore
• Inspect • Event • Correlate
• Index • Archive
Tealeaf CX Extended • Rich Internet Apps • Heavy JavaScript
Tealeaf CX Mobile • Mobile Sites • Mobile Apps
Internet
Tealeaf Modules cxImpact cxView cxReveal cxMobile cxOverstat (UX)
cxConnect Data cxConnect WA cxConnect VOC
© 2012 IBM Corporation
Integration Activities, Timelines, and Realities
NetOps Application Team
UI Capture for Client-side and
Akamai integration
• Front-end developer
drops include and assists configuration (2 to 3 hours total over 1 to 2 weeks)
• Tealeaf PS configures replay (12 to 24 days)
• Regression test code base before deployment.
Training
On-site classroom training on your data
and your system
• Tealeaf offers training
tailored to the different function groups: general users, power users, system admins, and developers (10 to 15 days depending on products purchased as scope of audience)
Average deployment 30 to 40 days elapsed from when hardware arrives
Rack and stack
• Acquire hardware (2 to
6 six weeks)
• Implement span or tap configuration (5 days elapsed)
• Complete Tealeaf networking (open ports, configure Tealelaf VLAN (5 days in parallel with above)
• Install Tealeaf (Tealeaf PS; 3 to 5 day)
Getting the hardware can be the longest pole
Most of the work is on the Tealeaf
PS side
Focus and an executive readout are crucial
© 2012 IBM Corporation
Tealeaf Maturity Model
Level 1
Level 2
Proactive Monitoring
& Awareness
• Observe customer
behavior on a regular basis
• Determine KPIs that impact customer experience
• Investigate changes in conversion rate
• Empower Contact Center with shadow browsing to increase first call resolution
Level 3
Advanced Site Optimization
• Prioritize site
optimization initiatives based on business impact
• Conduct customer recovery or re-marketing efforts
• Integrate CEM into online experience ecosystem (i.e. VoC, WA, BI)
Customer Experience Management (CEM) Maturity
Reactive Problem Resolution
• Investigate reported
issues and determine impact
• Monitor and respond to known issues
• Establish baseline for monitoring data
• Conduct fraud forensics
© 2012 IBM Corporation
Tealeaf Maturity Model
Optimize the full potential of your Tealeaf investment with current resources
Analytics
Site Conversion
Initial Customer Service Roll Out
Analytics
Site Conversion
QA
Development
Advanced Customer Service Rollout
Analytics
Site Conversion
QA
Development
Customer Service
Product Managers
SEO Managers
Executive Team
Sample evolution of Tealeaf Users Across the Enterprise
© 2012 IBM Corporation
Level 1
Suggested Resources:
System Administrator (part-time) – Skillset: Windows and Linux system
administration – Tealeaf Responsibilities:
• System implementation and maintenance
• Ongoing system audits and upgrades • User access controls
VOC Investigation
Advanced Business Impact Analysis
Measuring CE KPIs
Monitoring Site Processes
Monitoring Known Issues
Customer Experience Investigation
Tealeaf Assessment
› Power User (part-time) • Skillset: Analytics, User Experience,
• Common Existing Roles: Business Analyst, User Experience Analyst, Application Support
• Tealeaf Responsibilities: – Session replay analysis
– Events, alerts, reports creation
– Communicate findings
– Drive “Movie Nights”
– Provide recommendations/follow-on actions based on issues discovered in Tealeaf
– Internal evangelist
© 2012 IBM Corporation
Level 2
Suggested Resources:
System Administrator (part-time)
Centralized Power User
VOC Investigation
Advanced Business Impact Analysis
Measuring CE KPIs
Monitoring Site Processes
Monitoring Known Issues
Customer Experience Investigation
Tealeaf Assessment
› Distributed Power Users (part-time) • Common functions:
eCommerce/eBusiness, Marketing, User Experience, QA, Application Support, Application Development, Contact Center
• Tealeaf Responsibilities: – Proactive CEM practices: uncover
obstacles causing abandonment, define KPIs that affect online customer experience
– Distribute data via dashboards and scorecards to executives and interested parties
© 2012 IBM Corporation
Level 3
Suggested Resources:
System Administrator (part-time)
Centralized Power User
Distributed Power Users
VOC Investigation
Advanced Business Impact Analysis
Measuring CE KPIs
Monitoring Site Processes
Monitoring Known Issues
Customer Experience Investigation
Tealeaf Assessment
› Site Conversion Team • Tealeaf Responsibilities:
– Reactive and proactive analysis
– Analyze data across different toolsets: Tealeaf, Web Analytics, Voice of Customer, etc.
– Perform business impact analysis to drive and prioritize site initiatives
– Customer recovery
© 2012 IBM Corporation
2013 – 2014 Product Roadmap Goals
© 2012 IBM Corporation
Why are there low conversions from the home page?
IBM Digital Analytics
Qualitative (“Why”)
IBM Tealeaf 1 2
Quantitative (“What”)
View Individual Customer Experiences to Understand Why
Drill Down to Understand
WHY
EMM integration: Drill down to Tealeaf from Digital Analytics
© 2012 IBM Corporation
Search for all customers that struggled from the home page
IBM Digital Analytics IBM Tealeaf 1 2
Identify impact on conversion rates or discovery trends & anomalies
Enables rich new ad-hoc analysis: segment by any attribute of the experience without tags
EMM integration: Ad-hoc search segments analytics
© 2012 IBM Corporation
Identify customers that have added an item to their cart, but then removed it before the end of their visit
Take real time action by determining the best personalized message based on cross channel and Tealeaf input
Unica Interact IBM Tealeaf
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blank
WEB SITE
http://www.voluptatem.quia
OFFER prod rec
1 2
EMM integration: Real-time experience targeting
© 2012 IBM Corporation
Identify customers given an invalid coupon code
Pass segment data to Campaign to recover lost users with an email apology and a better coupon code
Unica Campaign and Marketing Center
IBM Tealeaf
SHIPPP10
1 2
EMM integration: Campaigns to Tealeaf identified segments
© 2012 IBM Corporation 37 © 1999 - 2010 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
eTail Casestudies
© 2012 IBM Corporation
Select etail Customers
© 2012 IBM Corporation
Leading Apparel Retailer Conversion Rate Uplift by 8%; Annualized Revenue Savings of $1M+
Noticed spike in abandonment at step 4 of checkout process.
Credit Card Authorization Error
Uncovered confusing messaging and incorrect page refresh users didn’t realize needed to re-enter shipping state.
Compared conversion rates of successful checkout (80%) vs. encountered error but succeeded (72%) over 3 day period; # of impacted users/day x average cart value = $3,012/day opportunity cost.
Problem
Solution
Tealeaf Impact
© 2012 IBM Corporation
Teen Apparel Retailer Conversion Rate Uplift by 20%; Annualized Revenue Savings of $2.4M+
Users experienced login failures during checkout that led to high abandonment rates.
Identified usability issue where invalid login error was at bottom of page, making error recognition difficult.
Compared conversion rates of successful checkout (62%) vs. encountered error but succeeded (42%) for one day; # of impacted users/day x average cart value = $6,650/day opportunity cost.
Invalid Login Error
Problem
Solution
Tealeaf Impact
© 2012 IBM Corporation
Bluefly.com Discovery of International Checkout Problem Saves $1.1M/Year
International customers used “guest checkout” feature for purchases but conversion was lower than anticipated.
Watching customer sessions uncovered previously unknown error that had been in place for over one year.
Recouped nearly 10 international orders per day amounting to $1.1M in annualized revenue.
Problem
Solution
Tealeaf Impact
© 2012 IBM Corporation
Art.com Visibility into One Coupon Activation Problem Saves +$9M/Year
Coupon not properly activated before promotion to top customers. “Invalid coupon” message caused many to abandon purchases.
Real-time alerts signaled drop in checkout conversion. Drilled-down into affected customer sessions and identified 300 “lost” customers.
Halted loss of $9M+ in annualized revenue from the mistake.
Problem
Solution
Tealeaf Impact