POST Magazine
Ebusiness Strategy Event
Visibility | Insight | Answers
March 25, 2009
Geoff Galat, VP Marketing & Product Strategy
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.

Harris Interactive Survey Reveals…
Far-Reaching Effects of Online Experiences
4th Consecutive Year Immediate Business Rising Expectations “Echo Effects”
of Pervasive Online Impacts: 2 waves of
Issues abandonment
87% 77%
2nd wave: Of those who
9 in10 then experience bad
customer service,
another 42% abandon
1st wave
2007
2008 49% 42%
40%
37%
Consumers …abandon or … contact … Expect a …share their
experienced issues switch to a customer service transaction to experiences with
competitor
when completing work, the first time others (both online
transactions and and offline)
then…
Source: 2007, 2008 Harris Interactive Surveys
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
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Top Problems Experienced by Consumers
36% Received error messages
28% Difficulty navigating
23% Difficulty logging in
25% Insufficient, incorrect, or confusing information
24% Endless loops block transactions
24% Search function not functioning properly
18% Were automatically kicked off the page
0% 10% 20% 30% 40%
Source: 2008 Harris Interactive Survey
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
2

Summary Results for Consumers Who
Conducted Online Insurance Transactions
Key Problems Encountered
30% The website was difficult to navigate.
39% Received error messages.
24% Difficulty checking in/ logging on to the website.
27% Insufficient, incorrect, or confusing information on the website.
26% Unable to complete an action or transaction due to an endless loop.
25% Search function on the website was not functioning properly.
21% Were automatically kicked off the page.
Top Reasons to Permanently switch to another company’s site (even if issue
only occurred once)
36% Inability to complete an action or transaction due to an endless loop
40% The website is difficult to navigate
27% Being automatically kicked off the page
16% Receiving error messages
18% Difficulty checking in/ logging on to the website
Source: 2008 Harris Interactive Survey
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
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1st Wave: 49% Abandon or Switch
Up 12% on 2007 = UK consumers increasingly unforgiving
Lots of Choices, Start with Search, Switching is Easy
I had both a Web site and a
44%
product in mind
I had a product in mind but
33%
not a Web site
I had a Web site in mind but
7%
not a product
I had neither a Web site nor a
3%
product in mind
None of the above 13%
Source: ForresterNorth American Technographics® Retail Online Survey, Q3 2007
2008 Harris Survey: Massive Business Impact
£11.9 Billion estimated annual business impact of
transaction issues
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
4

2nd Wave: 42% Contact Customer Service
Contact Centres ill-equipped to serve Web users
51% of User Issues Were Unable to be Resolved
75% of users who contact customer service after experiencing a website
problem felt the service agent was not knowledgeable about the website.
73% of users who contact customer service after experiencing a
website problem did not feel the service agent was knowledgeable about
their particular issue.
42% of those who have experienced poor customer
service from a company’s call centre stopped doing
business with that company entirely and 34%
decreased the amount of business they do with the
company
Source: 2008 Harris Interactive Survey
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
5

Online Issues Evoke Emotional Responses
User Expectations are High, Tolerance Low
83%
Frustrated
Transaction
Issues
“…the biggest motivation for sharing
feedback was to be ‘heard’ by other 38%
57%
consumers… the ensuing conversation Angry
Disappointed
would amount to a form of emotional
catharsis– a chorus of comments like ‘You
too?’ or ‘Oh, I’ve been there’ or ‘Man, if only
I could have warned you ahead of time!’” –
Satisfied Customers Tell Three Friends, Angry
Customers Tell 3,000, Pete Blackshaw, July
2008
15%
Confused
Source: 2008 Harris Interactive Survey © 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
6

Lasting Impact
Empowered Users Take Action – The “Twitter” effect
Far-reaching Implications for companies in multichannel business
environment: If they experienced a problem online, 57% would
be less likely to buy from the same company offline
Huge “Echo Chamber” Effects: 77% of those who experience
problems conducting online transactions share their
experiences with others.
61% share their experiences using 56% share using online modes
non-online modes: such as :
Source: 2008 Harris Interactive Survey
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
7

Online Customer Experience:
Mainstream Issue, Business-Critical
“ We absolutely want to
give our customers the
best possible online
experience so they
continue to fly with us. ”
- SVP and CIO
US Airways
• 91% of executives surveyed stated that Customer Experience
was very important or critical to their success.
• 84% say that improving the usability of the online experience is
somewhat or considerably more important in the current
economy
• Highlights the growing importance of cross-channel interactions,
which will lead the Web and call center teams to work together.
ource: “Customer Experience Spending Intensifies in 2008,” Forrester Research, Inc. February 26, 2008.
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
8

The Solution: Tealeaf
Online Customer Experience Management (CEM)
What Tealeaf Provides
Unprecedented visibility into every user’s unique online interactions
• Why have conversion rates dropped on our credit card application?
• Why are customers searching for products multiple times and still not adding
items to the shopping cart?
Benefits
• Increase conversion and adoption rates
• Improve customer satisfaction and retention
• Reduce the IT and Service costs associated with problem resolution
• Increase customer service efficiency and effectiveness
“ ”
Tealeaf is an industry pioneer... the unchallenged leader in
customer behavior analysis.
– Forrester, June 2007*
*Source: “The Forrester Wave: Appliance-Based End-User Experience Monitoring,” Q2 2007 (June 2007).
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
9

Tealeaf Captures Every Customer,
Every Interaction, Every Time
All actions
All interactions
All customer
experience
obstacles
© 1999-2008 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
10

Visibility Connects the Stakeholders
A ‘Common View’ of the Online Experience
Web Site
(E-business Team)
Customers
Contact Center
(Service Team)
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
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Hundreds of Companies Rely on Tealeaf
Including 30% of the Fortune 100
More E-business
Insurance
Travel
Financial Services Retail Leaders
Including more than Telco, Pharma,
Including 25% of the
Including 8 of the 10 Including 1/3 of all
40 P&C Insurance Utilities, etc. with
leading Travel
Largest Banks Internet Retailers >
Companies B2C & B2B Sites
Providers & Portals
Worldwide $100M
Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
© 1999-2009 Tealeaf Technology, Inc. All rights reserved. confidential and proprietary.
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