Mobile Customer Experience

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Our ‘Mobile Customer Experience’ Whitepaper explores the quality of the customer experience on mobile devices.

Our ‘Mobile Customer Experience’ Whitepaper explores the quality of the customer experience on mobile devices.

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  • 1. Mobile  Customer  Experience  A slideshare by Tealeaf, an IBM Companybased on findings from Econsultancy’s 2012Reducing Customer Struggle Survey
  • 2. INTRODUCTION   43%  of  companies  are  seeing  products   purchased  via  mobile  devices.     Mobile  is  now  a  crucial  touch  point     for  consumers.  2 © 2012 IBM Corporation
  • 3. INTRODUCTION   3/4  of  companies  now  have  a  mobile   op<mized  site.       More  than  half  have  an  iPhone  app   and  29%  have  tablet  apps.    3 © 2012 IBM Corporation
  • 4. 33%of companies rate their understandingof the mobile user experience as poor © 2012 IBM Corporation
  • 5. Where  does  mobile  fit  in  the  customer  journey?   Mobile  commerce  is  changing  the   customer  journey.   58% of companies are seeing customers use mobile devices to research products for later purchase online5 © 2012 IBM Corporation
  • 6. How  well  do  companies  understand  the  mobile  customer  experience?   48% Smartphone  and   tablet  prolifera<on  is   increasing  mobile   channel  traffic.     now  see  more   35%  of  companies  say   than  10%  of     mobile  accounts  for  up   web  traffic   to  20%  of  web  visitors.     come  via  mobile  7 © 2012 IBM Corporation
  • 7. How  well  do  companies  understand  the  mobile  customer  experience?   43% 88%  of  companies   are  segmen<ng   mobile  visitors  by  the   track the value of device  or  plaGorm.   mobile visitors  8 © 2012 IBM Corporation
  • 8. How  well  do  companies  understand  the  mobile  customer  experience?   A  minority  of  firms  track  qualitaIve   mobile  data.  This  explains  why:   1/3 have a poor 25% 33% see their mobile of companies rate understanding user experience their understanding of the mobile as poor of mobile user user experience experience as poor10 © 2012 IBM Corporation
  • 9. How  well  do  companies  understand  the  mobile  customer  experience?   36%  see  screen-­‐sizing  issues  as  the   most  serious  problem   encountered  by  customers  on   mobile  devices.       Bad  naviga0on  /  poor  findability   are  considered  the  next  most   serious  issues.  11 © 2012 IBM Corporation
  • 10. How  well  do  companies  understand  the  mobile  customer  experience?   Customer  issues  at  the  purchase  end   of  the  sales  funnel  are  not  considered   key  concerns.   Only just 11% consider checkout while 9% consider payment problems problems a serious to be a high level concern issue for customers13 © 2012 IBM Corporation
  • 11. Mobile  OpImizaIon  Top  Tips!   1 Make  mobile  customer  experience  a  priority   2 Deploy  an  integrated  mix  of  qualita<ve     and  quan<ta<ve  mobile  tracking  metrics   3 Iden<fy  and  prevent  issues   4 Invest  wisely  across  all  channels   5 Link  your  channels    14 © 2012 IBM Corporation
  • 12. About  Tealeaf,  an  IBM  company     Tealeaf,  an  IBM  Company,  is  a  leading  provider  of  digital   customer  experience  management  and  customer  behavior   analysis  solu<ons.  Tealeaf  solu<ons  enable  companies  to   beUer  understand  the  “why”  of  a  customer’s  online  and   mobile  interac<ons  to  enhance  the  customer  experience.   The  acquisi<on  of  Tealeaf  extends  IBM’s  exis<ng  quan<ta<ve   web  and  digital  analy<c  capabili<es  in  Coremetrics  and   Unica  solu<ons  with  qualita<ve  analy<cs  capabili<es  to   record,  replay  and  analyze  a  customer’s  digital  interac<ons.   Tealeaf  was  acquired  by  IBM  in  June  2012.       For  more  informa<on,  please  visit    15 © 2012 IBM Corporation
  • 13. About  Econsultancy     Econsultancy  is  a  global  independent  community-­‐based   publisher,  focused  on  best  prac<ce  digital  marke<ng  and   e-­‐commerce,  and  used  by  over  400,000  internet   professionals  every  month.  Our  hub  has  120,000+   members  worldwide  from  clients,  agencies  and   suppliers  alike  with  over  90%  member  reten<on  rate.   We  help  our  members  build  their  internal  capabili<es   via  a  combina<on  of  research  reports  and  how-­‐to   guides,  training  and  development,  consultancy,  face-­‐to-­‐ face  conferences,  forums  and  professional  networking.        16   © 2012 IBM Corporation
  • 14. 17 © 2012 IBM Corporation