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Mobile Commerce: Why the User Experience Matters
 

Mobile Commerce: Why the User Experience Matters

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Presentation of how real-time customer experience management for mobile services enables companies to avoid costly business impact, negative ratings and brand risk. Results from the 2011 Harris ...

Presentation of how real-time customer experience management for mobile services enables companies to avoid costly business impact, negative ratings and brand risk. Results from the 2011 Harris Interactive survey on user reaction to their experience on mobile devices are also shown.

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    Mobile Commerce: Why the User Experience Matters Mobile Commerce: Why the User Experience Matters Presentation Transcript

    • M-commerce: Experience MattersSeptember 9, 20119:00 – 9:30 AMJanet Jaiswal © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Agenda › What does Customer Experience mean? › Why does it matter? › How does Customer Experience 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.
    • Tealeaf is the Leader in OnlineCustomer Experience Management • 400+ Enterprise Customers; 30% of Fortune 100 • 7 of the 10 largest US banks • Increase mobile and web conversion rates • Improve customer satisfaction and retention • Reduce IT and support costs • Improve customer service efficiency Improving online customer relationships one experience at a time2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • What Does Customer Experience Mean?3 © 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.4 © 1999 - 2011 Tealeaf Technology, Inc. All Rightsreserved. Confidential and Proprietary. rights Reserved. Confidential and Proprietary.
    • Perfect the online experience by:Removing obstacles tocustomer success Usability issues Application issues System issues Site errors5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Why Does Mobile Customer Experience Matter?6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • 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?77 © 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 8 8Source: 2011 Harris Tealeaf Technology, Inc. All of Mobile Transactions for Tealeaf © 1999 - 2011 Interactive Survey Rights Reserved. Confidential and Proprietary.
    • 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 study99 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
    • 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 Tealeaf1010 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary. ©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
    • Problems encountered in the mobile channel Received an error message App/ website was difficult to navigate Unable to complete a transaction due to an endless loop Trouble logging in Automatically kicked off 0% 10% 20% 30% 40% 50%11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Bad customer experiences are more dangerous than ever12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • 78% of users who encounter problems completing mobile transactions share those experiences with others13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • How do you find out about bad customer experiences?14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Will Good Customer Experience Help my Bottom Line?15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • The Benefit of Becoming Customer Centric? $3M+ per year* Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 201016 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • The Benefit of Becoming Customer CentricCustomer Experience (CXP) Leaders vs. LaggardsSource: Forrester Research Analyst Harley Manning’s blog: http://blogs.forrester.com/harley_manning/10-03-19-cxpi_vs_stock_performance17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Enterprise-wide Benefits 1 3.5%+ increase in site conversion rates. 1%+ improvement in customer retention 2 rates from better site experience. 0.5%+ improvement in average order 3 value from better customer experience. 60%+ reduction in IT and development 4 costs associated with problem reproduction and resolution. 10%+ reduction in IT and development 5 costs associated with better prioritization of site projects and project avoidance.18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • What Should I be Doing?19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Know your mobile customersMeasure • All online services (mobile apps, mobile web, desktop web, contact center, social media) • Identify what you want to measure MeasureLearn • Understand your user base • Identify and eliminate customer struggle (not just site errors) Optimize LearnOptimize • Develop goals, measure and improve performance – Key Performance Indicators › Acquisition? › Engagement and retention? › Monetization?20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Understand your entire mobile environment • 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.21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Identify your Key Performance Indicators22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Know what to measure to make smarter decisions:New accounts opened Total Payments Sent23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Know what to measure to make smarter decisions:Conversion by ChannelEarly warning system into customer struggleCross-channel visibility into key metrics24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Know what to measure to make smarter decisions:New Release ErrorsEarly warning system into customer struggleCross-channel visibility into key metrics25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Improving customer experience:Key takeaways for mobile 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 will26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
    • Thank YouJanet A. JaiswalSr. Director of Product Marketingjjaiswal@tealeaf.com© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.