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


February 9, 2912
2:40 PM

Janet A. Jaiswal




 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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&A


1    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Tealeaf is the leader in online
customer 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 time
2    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100

                                                                                                                                   More E-business
Financial 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        Companies




Note: 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
What Does
     Customer Experience Management
                                                                                   Mean?




4   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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
                                                                                                Customer




5   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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 Impact
Behavior 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.
Customer experience management means
reducing customer struggle not just site errors




                                                                                                vs.




                   Site Errors
                                                                                                      Customer struggle


7   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Why Does
    Customer Experience Matter?




8   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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.
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:
                                                                                                          2010
PHONE – Talking to an agent
                                                                                                                 2011
IVR – An automated telephone ordering service
WEB – Orders placed through the website




10     © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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.
CEM means removing
 obstacles to customer
 success
 Usability issues
 Application issues
 System issues
 Site errors



12   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Mobile is growing exponentially,
User experience is critical




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
13   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Market changes driving the need for online
customer context in the contact center

       Strong Need to Differentiate Based on Customer Experience

                                          “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…
                                          [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, 2009


14   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Why Does
 Customer Experience Matter?

           A mobile channel example




15   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Mobile Challenges




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?

16
16   © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
     ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
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
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 study
18
18   © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
     ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
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.


84% of users experienced problems when
     conducting online transactions on mobile
     devices.


Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf

19
19   © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
     ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
Bad customer
                                                                                                 experiences are more
                                                                                                 dangerous than ever




20   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
78% of users who
                                                                                                 encounter problems
                                                                                                 completing mobile
                                                                                                 transactions share those
                                                                                                 experiences with others




21   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
How do you find out about
        bad customer experiences?




22   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Will Good Customer Experience
          Help my Bottom Line?

                                                         Some Examples




23   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Online Financial Services
Mortgage 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.
Travel site
Outbound 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.
What Should I be Doing?




26   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
#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 Model
27   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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.
Step 2: Understand your entire user base




Online
Channel



Offline
Channel




29   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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.
Step 3:
Know what to measure to make smarter decisions


                                      Identify your Key Performance Indicators




31   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example of business measure: New accounts opened




32   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example of business measure: e-commerce site KPIs




 33   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example of technical performance: Application errors




Early warning system into customer struggle




Cross-channel visibility into key metrics

34   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example of customer listening measures




Early warning system into customer struggle




Cross-channel visibility into key metrics

35   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example of usability measures




36   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Step 4A: Optimize your site


› Develop new goals, measure and improve
     performance across
        • All user channels
        • All geographies
        • Around the clock




37   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Step 4B: Monitor progress regularly




38   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Summary of recommendations

Step 1: Develop goals
      • What are your key online goals

                                                                                                             Develop
Step 2: Understand your user base                                                                             goals
      • All online services (mobile apps,
        mobile web, desktop web, contact
        center, social media)
                                                                                                 Optimize                 Understand
                                                                                                 your site                your users
Step 3: Know what to measure
      • Identify Key Performance Measures
      • Identify and eliminate customer
        struggle (not just site errors)                                                                      Know what
                                                                                                             to measure

Step 4: Optimize your site
      • Develop goals, measure and improve
        performance
      • Monitor regularly
39   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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
        opportunities

If you don’t, your competition will

40   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Thank You

Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
Twitter: JanetJaiswal




© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

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

  • 1. Customer Experience Management: Optimize your site to deliver a highly engaging customer experience February 9, 2912 2:40 PM Janet A. Jaiswal © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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&A 1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 3. Tealeaf is the leader in online customer 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 time 2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 4. Hundreds of companies rely on Tealeaf including 30% of the Fortune 100 More E-business Financial 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 Companies Note: 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. What Does Customer Experience Management Mean? 4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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 Customer 5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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 Impact Behavior 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. Customer experience management means reducing customer struggle not just site errors vs. Site Errors Customer struggle 7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 9. Why Does Customer Experience Matter? 8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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. 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: 2010 PHONE – Talking to an agent 2011 IVR – An automated telephone ordering service WEB – Orders placed through the website 10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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. CEM means removing obstacles to customer success Usability issues Application issues System issues Site errors 12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 14. Mobile is growing exponentially, User experience is critical 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 13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 15. Market changes driving the need for online customer context in the contact center Strong Need to Differentiate Based on Customer Experience “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… [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, 2009 14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 16. Why Does Customer Experience Matter? A mobile channel example 15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 17. Mobile Challenges 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? 16 16 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  • 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. 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 study 18 18 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  • 20. 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. 84% of users experienced problems when conducting online transactions on mobile devices. Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf 19 19 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
  • 21. Bad customer experiences are more dangerous than ever 20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 22. 78% of users who encounter problems completing mobile transactions share those experiences with others 21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 23. How do you find out about bad customer experiences? 22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 24. Will Good Customer Experience Help my Bottom Line? Some Examples 23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 25. Online Financial Services Mortgage 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. Travel site Outbound 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. What Should I be Doing? 26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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 Model 27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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. Step 2: Understand your entire user base Online Channel Offline Channel 29 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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. Step 3: Know what to measure to make smarter decisions Identify your Key Performance Indicators 31 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 33. Example of business measure: New accounts opened 32 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 34. Example of business measure: e-commerce site KPIs 33 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 35. Example of technical performance: Application errors Early warning system into customer struggle Cross-channel visibility into key metrics 34 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 36. Example of customer listening measures Early warning system into customer struggle Cross-channel visibility into key metrics 35 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 37. Example of usability measures 36 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 38. Step 4A: Optimize your site › Develop new goals, measure and improve performance across • All user channels • All geographies • Around the clock 37 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 39. Step 4B: Monitor progress regularly 38 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 40. Summary of recommendations Step 1: Develop goals • What are your key online goals Develop Step 2: Understand your user base goals • All online services (mobile apps, mobile web, desktop web, contact center, social media) Optimize Understand your site your users Step 3: Know what to measure • Identify Key Performance Measures • Identify and eliminate customer struggle (not just site errors) Know what to measure Step 4: Optimize your site • Develop goals, measure and improve performance • Monitor regularly 39 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 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 opportunities If you don’t, your competition will 40 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 42. Thank You Janet A. Jaiswal Sr. Director of Product Marketing jjaiswal@tealeaf.com Twitter: JanetJaiswal © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.