Mobile Customer Experience
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Mobile Customer Experience

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Presentation at the Mobile Payments Conference in SF, CA. ...

Presentation at the Mobile Payments Conference in SF, CA.
Results of studies that show an increase is user expectations for mobile channel & best practices on how to improve customer experience for the mobile channel.

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  • Is anyone in the audience from Tealeaf? If you are, it would be great to get your feedback on how its helped you improve your customer serviceOver 450 clients, multiple verticals, however 4 key ones – 7 out of 10 banks, proud of these clients – they don’t pick their technology partners lightly. We’re also very lucky that are customers love us – so if / when required we’re happy to set up reference calls and visits with existing customers as required. In the UK team we’re vertically aligned...so I look after retail...
  • So you may be wondering…how are users responding to these struggles?Well in the old days, a frustrated user might have called someone or told them in person…Today, with the power of social media, a customer will tweet it, blog it, comment on Facebook or provide a bad review..These comments are indexed FOREVER on the Internet and are sometimes hard to recover from
  • How do they like to interact with you? What is the Geography, gender, device type, buyer age, income etc.
  • http://tealeaf.typepad.com/blog/2012/01/mobile-whats-important-to-measure-and-why.html#morehttp://tealeaf.typepad.com/blog/2011/11/meaningful-mobile-analytics-part-2.html#more
  • Usability issues: Did the user dwell at certain points in the process such as centering the CVC code?Application issues: Did the user receive an error message?Customer listening: did the user consult the help section at a certain point in the process?Business issues: was the email address entered valid?

Transcript

  • 1. Experience Your CustomersThe Leader in Customer Experience Management Creating a Compelling Mobile User Experience Mobile Payments Show May 17, 2012 Janet A. Jaiswal Sr. Director of Global Product Marketing© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 2. Tealeaf is the leader in onlinecustomer experience management • ~450 Enterprise Customers • 7 of the 10 largest US banks • Founded in 1999 and based in San Francisco, CA • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency Improving online customer relationships one experience at a time1 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 3. 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.2 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 4. Mobile Trends & the User Experience3
  • 5. Mobile adoption and user expectations skyrocket4
  • 6. We sold more smartphones than PCs last year Tablets alone will surpass PC sales in 2 to 3 years5
  • 7. Global Internet users will double over thenext few years and most will be mobile Fixed Mobile 3000 2500 2000 Consumer BroadbandConnections (millions) 1500 1000 500 0 2005 2010 2015 Source: BCG, Mary Meeker, KPCB, Morgan Stanley, Berg Insight6
  • 8. Squeeze Play • Android vs. iOS is not as close as it looks • Developers prefer iOS • Android is fragmented It’s a two horse race in the OS world • iOS is where the money is7
  • 9. What’s the future of the mobile platform? • Android gets it act together, OR • Microsoft completes a Hail Mary pass, OR • HTML5 nukes native apps, OR • Apple will take over the world8
  • 10. Bad Mobile Experiences = Real Consequences @xxxx *sigh* So depressing. Why do this? -------------------------- “A bad review in the app store scars your app for life” – Mobile Orchard (leading iOS Blog)9
  • 11. What does this mean for adoption and conversion in your business…10
  • 12. Mobile Commerce is Skyrocketing 217% increase in Tweets about mobile shopping on Black Friday11
  • 13. Expectations vs. Realities85% of adults who have completed a mobiletransaction in the past year expect theexperience to be better than using a laptopor desktop computer Yet 41% of comments about the top mobile companies expressed frustration12
  • 14. Top Consumer Struggles1. Inability to complete a transaction2. Search functionality3. User interface 63% of all online adults would be less likely to buy from a company via other purchase channels if they experienced a problem conducting a mobile transaction.13
  • 15. Mobile Commerce: Utter Frustration @bevan - _____ mobile is down. Not letting me checkout. CS says its a known problem. On BlackFriday? I just missed two deals!! @gdomdom - @_____ Your app sucks for trying to to shop!!! Get your mobile act together @christenfolsen - Dear _____, please fix the mobile version of your website or I am going to kill you.14 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 16. Best Practices15
  • 17. Best Practice: Know your users › Mobile users contact a company through multiple channels such as desktop web, call center, in store etc. • What is mobile’s role? › Understand more than just user demographics • Geography, gender, age, income etc.16
  • 18. Experience your customers ✓ Device Gestures and User Behavior ✓ Network Reachability ✓ Application crashes ✓ User Feedback17
  • 19. Best Practice: Simplify the User Experience ✓ As the research shows, only 17 percent of mobile users feel the ease of use is what they would expect. ✓ There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps.18
  • 20. Simplify the User Experience, Part 2 ✓ Move from doing things because they are cool to doing things that help customers buy on mobile devices. ✓ Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers. ✓ For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry.19
  • 21. Mobile input mechanism is different20
  • 22. Simplify: KISS21
  • 23. Make it easy: Design for mobile22
  • 24. Best Practice: Obtain Continuous Feedback ✓ Customers have lots of ways of telling you (and everyone else) what works and what doesn’t—app store reviews, surveys, focus groups, Twitter, Facebook, etc. They are sharing critical information. ✓ Be open to learning and optimizing from what they are saying.23
  • 25. Listen: Reviews, Tweets, FB = VOC24
  • 26. Incorporating user feedback quickly stops the damage from spreading25
  • 27. Best Practice: Measure What Matters ✓ Don’t send users to your competitors; measure and improve ✓ Know what to fix and it’s priority; find issues and quantify its business impact26
  • 28. Measure what matters ✓ Identify Key Performance Indicators for your company or business process • Time to select a payment mechanism • # of steps to complete checkout • Percentage of completed money transfers27
  • 29. Summary› Mobile growth is skyrocketing› User expectations are high› Many mobile sites and apps are not meeting user expectations› Users are frustrated› Best Practices 1. Know your users 2. Simplify the user experience 3. Obtain & incorporate continuous feedback 4. Measure what matters28
  • 30. Experience Your CustomersThe Leader in Customer Experience Management Questions?Janet A. JaiswalSr. Director of Global Product Marketingjjaiswal@tealeaf.comTwitter:@JanetJaiswal © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.