Customer Experience Management: Optimize your site to deliver a highly engaging user experience

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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.

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Customer Experience Management: Optimize your site to deliver a highly engaging user experience

  1. 1. Customer Experience Management:Optimize your site to deliver a highly engagingcustomer experienceFebruary 9, 29122:40 PMJanet A. Jaiswal © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  2. 2. Agenda › What does Customer Experience Management mean? › Why does it matter? › How does CEM help my bottom line? › What should I be doing? › Example of customer experience measurements › Q&A1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  3. 3. Tealeaf is the leader in onlinecustomer experience management • 450+ Enterprise Customers • 7 of the 10 largest US banks • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency • Founded in 1999 and based in San Francisco, CA Improving online customer relationships one experience at a time2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  4. 4. Hundreds of companies rely on Tealeafincluding 30% of the Fortune 100 More E-businessFinancial Services Retail Travel Insurance Leaders Including 1/3 of all Including 25% of the Including more than Telco, Pharma,Including 7 of the 10 Utilities, etc. with Internet Retailers > leading Travel 40 P&C Insurance Largest U.S. Banks B2C & B2B Sites $100M Providers & Portals CompaniesNote: Tealeaf only uses the names and logos of customers who have given us prior permission.3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.3
  5. 5. What Does Customer Experience Management Mean?4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  6. 6. How CEM Relates to Web Site Optimization Tools Content Usability Optimization Analysis Campaign Optimization Marketing Performance Application Customer Web Mgmt Performance Experience Analytics Management Management, CEM Multivariate Testing Voice of Customer5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  7. 7. The web site optimization ecosystem Marketing Performance Campaign ROI, Spend, Mix Campaign Optimization Mgmt List Segmentation Targeted Offers Content Optimization Multivariate Testing Page Configuration & Content Tests Clickstream, Site Usability Web Analytics Usability Referrals Customer Experience Customer Behavior, Customer Surveys, Management Business ImpactBehavior Predictions Voice of Customer Application Performance Mgmt Page & Transaction Response Times FOUNDATIONAL “MEASUREMENT & ANALYSIS” SOLUTIONS The best companies will leverage these five solutions, at a minimum 6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  8. 8. Customer experience management meansreducing customer struggle not just site errors vs. Site Errors Customer struggle7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  9. 9. Why Does Customer Experience Matter?8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  10. 10. We absolutely want to give our customers the best possible online experience so they continue to fly with us.9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  11. 11. Customer preference for online is accelerating 60% 50% 40% 30% WEB IVR 20% PHONE 10% PHONE 0% 2006 IVR 2007 2008 2009 WEB% of Revenue by order capture channel: 2010PHONE – Talking to an agent 2011IVR – An automated telephone ordering serviceWEB – Orders placed through the website10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  12. 12. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them.11 © 1999 - 2011 Tealeaf Technology, Inc. All Rightsreserved. Confidential and Proprietary. rights Reserved. Confidential and Proprietary.
  13. 13. CEM means removing obstacles to customer success Usability issues Application issues System issues Site errors12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  14. 14. Mobile is growing exponentially,User experience is criticalQ: “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 Meeker13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  15. 15. Market changes driving the need for onlinecustomer context in the contact center Strong Need to Differentiate Based on Customer Experience “The paradigm of ‘contact centers as cost centers’ doesnt 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… [their business]” — The State of Customer Experience, 2010 But Cross Channel Experience is Very Poor and Impactful “Only 49% of consumers are satisfied with the transitions from web to phone!” — Cross-Channel Design, One Channel Pair At A Time, Forrester 2009 “… 45% of those frustrated customers completely stopped doing business with a company as a result of bad customer service.” — Harris Survey, 200914 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  16. 16. Why Does Customer Experience Matter? A mobile channel example15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  17. 17. Mobile ChallengesMany 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?1616 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  18. 18. Users have high expectations of mobile 90% 85% 80% 80% 70% 60% 50% 47% 40% 30% 20% 10% 0% Experience on the Experience should be Experience should be phone should be better better than or equal to better than or equal to than in-store in-store using laptop or desktop 17 17 © 1999 - 2011 Interactive Survey Rights Reserved. Confidential and Proprietary.Source: 2011 Harris Tealeaf Technology, Inc. All of Mobile Transactions for Tealeaf
  19. 19. Poor Experience Matters Mobile financial service capabilities had more impact on a consumer’s decision to select a bank than…. the availability of online banking, access to ATMs or nearby branches.Source: Mercatus LLC and Visa Inc. Dec 2010 study1818 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  20. 20. Poor Experience Matters63% 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.84% of users experienced problems when conducting online transactions on mobile devices.Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf1919 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  21. 21. Bad customer experiences are more dangerous than ever20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  22. 22. 78% of users who encounter problems completing mobile transactions share those experiences with others21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  23. 23. How do you find out about bad customer experiences?22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  24. 24. Will Good Customer Experience Help my Bottom Line? Some Examples23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  25. 25. Online Financial ServicesMortgage calculator fix leads to $2M in additional annual revenue Speculated visitors struggled with mortgage Problem rate calculator but couldn’t validate issue. Discovered back-end system issue wasn’t recognizing use of commas in loan Solution amount field and disqualified loan amounts incorrectly. Results Issue resolved with back-end fix, realized over $2M in annualized benefit.24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  26. 26. Travel siteOutbound Sales Team Now Accounts for 20% of Revenue Tealeaf helped inbound sales Problem representatives but company wanted to proactively improve conversion and bookings. The travel company converted 6 inbound Solution reps to outbound to contact customers that struggled with bookings. Arming this small team with Tealeaf, Results flight conversion doubled to 30% and now accounts for 20% of revenue.25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  27. 27. What Should I be Doing?26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  28. 28. #3: Multi-Channel #2: Optimization Proactive Institutionalizing Monitoring CEM across the #1: Putting new enterprise processes in Reactive place for CEM Problem Resolution Improving Existing Processes Tealeaf CEM Maturity Model27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  29. 29. Step 1: Define your online goals • 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?28 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  30. 30. Step 2: Understand your entire user baseOnlineChannelOfflineChannel29 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  31. 31. A Mobile example: Understand your user base • User Behavior – Screens Viewed, Referring Screen – Text Field, Text Field Value – Touches, Motion – Etc. • Environmental – Site & App Version, OS version, Device Model – Device Orientation – Carrier, GPS – Etc. • Application Health – Exceptions, Crash – Server Connection Success/Errors – Etc.30 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  32. 32. Step 3:Know what to measure to make smarter decisions Identify your Key Performance Indicators31 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  33. 33. Example of business measure: New accounts opened32 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  34. 34. Example of business measure: e-commerce site KPIs 33 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  35. 35. Example of technical performance: Application errorsEarly warning system into customer struggleCross-channel visibility into key metrics34 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  36. 36. Example of customer listening measuresEarly warning system into customer struggleCross-channel visibility into key metrics35 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  37. 37. Example of usability measures36 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  38. 38. Step 4A: Optimize your site› Develop new goals, measure and improve performance across • All user channels • All geographies • Around the clock37 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  39. 39. Step 4B: Monitor progress regularly38 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  40. 40. Summary of recommendationsStep 1: Develop goals • What are your key online goals DevelopStep 2: Understand your user base goals • All online services (mobile apps, mobile web, desktop web, contact center, social media) Optimize Understand your site your usersStep 3: Know what to measure • Identify Key Performance Measures • Identify and eliminate customer struggle (not just site errors) Know what to measureStep 4: Optimize your site • Develop goals, measure and improve performance • Monitor regularly39 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  41. 41. Improving customer experience:Key takeaways 1. Better visibility into customer issues 2. Faster trouble isolation and resolution 3. Higher customer satisfaction 4. Identify new service opportunitiesIf you don’t, your competition will40 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  42. 42. Thank YouJanet A. JaiswalSr. Director of Product Marketingjjaiswal@tealeaf.comTwitter: JanetJaiswal© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

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