The use cases of IBM Tealeaf solutions for the e-business and e-banking teams will be inclusive of all the use cases outlined
below for the Online Marketing and Customer Experience teams. Other use cases include:
Use Case 1: Advanced business impact analysis
Benefits: Quickly compare the business impact (lost revenue) of different site issues to prioritize and drive site improvements
Use Case 2: Advanced segmentation and analysis
Benefits: Better understand complex customer behavior, repeat customer actions, drive site improvements
Use Case 3: Proactively monitor key site processes (e.g., application process)
Benefits: Real-time awareness into abandonment, understand online processes better, prompts action to preserve or improve
success rates, drive site improvements
Use Case 4: Proactively monitor customer experience KPIs (e.g., credit card conversion, site usability, application
Benefits: Real-time awareness into KPI trends, prompts action to preserve or improve success rates, drive site improvements
Use Case 5: Replay and analyze sessions identified by analytics funnel reports
Benefits: Pivot directly from funnel reports into IBM Tealeaf solutions to view sessions, validate trends (such as application
abandonment), drive site improvements, ultimately improve conversion and retention
Use Case 6: Utilize data gleaned from IBM Tealeaf solutions for multichannel analysis
Benefits: Make more informed cross-channel business decisions
Use Case 7: Proactive re-marketing (email follow-up to impacted customers)
Benefits: Improved customer experience and loyalty, recoup lost revenue
Business Use Cases
Use Case 1: Research (via search and replay) a reported issue, “find and fix”
Benefits: Validates that the problem exists, minimizes time spent reproducing and fixing issue – Forrester
believes the average time reduction to find and fix issues is 60%
Use Case 2: Proactive monitoring of known issues (via Events and Alerts)
Benefits: Real-time awareness into potential customer experience problems, reduces the impact of any
given issue on customer base. (Ultimately, increases conversion or adoption rates, helps recoup otherwise
Use Case 3: Quantify the business impact of any given issue
Benefits: Prioritize site improvements and better allocate resource based on the magnitude or revenue
impact of the problem
Use Case 1: Resolve customer disputes
Benefits: Accurate and rapid dispute resolution, improved call resolution rates, provide higher touch
customer support, reduces unnecessary escalations
Use Case 2: Preserve records for legal, audit, or compliance purposes
Benefits: Preserves complete and permanent record of customer interactions, faster, more accurate
resolution of customer disputes, provides comprehensive, long-term data for ongoing analysis of potential
fraud and online security violations
Use Case 3: Prevent future fraud by setting up relevant events and alerts
Benefits: Model off of previous fraud attempts to prevents future similar attempts, better understand
fraudulent activity on site, rapid awareness of potentially fraudulent activity
IT Technical Use Cases
Fraud, Legal, and Security Use Cases
Regional US Bank
Reduced escalations by 50% and Average Handle Time by
15% Key banking flows were confusing and
presented errors that prevented customers
from successfully completing their
Used in the Call Center to quickly resolve
problems related to site issues and by the e-
business team to address issues and
continuously improve site functionality.
Call Deflection- CSR feedback provided input to e-business
to improved site functionality and usability. Efficiency –
Average Handle Time dropped by 40 seconds or 15%.
Effectiveness -50% reduction in escalations resulting in
Mortgage calculator fix leads to $2M in additional annual
Speculated visitors struggled with mortgage rate
calculator but couldn’t validate issue.
Discovered back-end system issue wasn’t
recognizing use of commas in loan amount
field and disqualified loan amounts
Issue resolved with back-end fix, realized over
$2M in annualized benefit.
Leading Online Brokerage
Discovers problem costing potentially $12M/year in new deposits
Suspected issues within the fund deposit process were impeding new
deposits but didn’t have tools to uncover problems.
Tealeaf discovered that a form in the
fund deposit process rejected
submissions with certain symbols (. ,
$) making it difficult to complete
The issue potentially impacted $32,000+ revenue per day or $12M+
per year in new deposits.
Leading Financial Company
Unaware of a client-side technology issue that was impacting new
Using Tealeaf UI Capture were able to
preventing new windows from opening
on some IE 8 browsers.
account deposits as some customers could not advance through the
Top 5 Financial Services Firm
Reduces the number of “multi-touch” resolutions
Inbound inquiries to High Net Worth group
increased and needed to improve effectiveness
without increasing headcount.
Tealeaf visibility greatly increased number of
first-contact resolutions resulting in reduction
in repeat calls.
Efficiency enabled reallocation of 4 FTEs in
Level 1 and Level 2 support to proactive,
revenue generating roles.
Leading Financial Institution
Improves time for Dev/QA to diagnose issues from days to hours
Difficult to replicate issues by developers that QA Analysts
found during testing.
QA test executions captured automatically as Tealeaf sessions and
used to communicate defects/failed test cases to developers.
Developers were able to replay and diagnose exact failed scenarios
QA Analysts spend less time and effort to document failed test cases
and more accurately understand defect scenarios. Time to diagnose
and resolve issues were significantly improved.
Education Loan Provider
Proactive outreach converts 25% of original application abandoners
Outbound contact center team needed ways to 1) identify
customers who started applications but didn’t e-sign or
accept loan terms 2) give agents visibility into what
customers did before abandoning.
Forwarded list of applicants who abandoned as warm
leads for outbound call agents. Agents replayed
sessions to get full context of online experiences.
Agents also provided real-time assistance by shadow
browsing customers during application process.
Of the customers who originally abandoned online,
25% completed their loan applications after being
Gained insights into mobile user’s behaviors. Increased
completed applications by 72%. Improved response time
Launched new mobile banking platform but lacked
insights into users’ reactions. Wanted online
application that was easy to navigate Unable to
resolve customer issues in a timely manner.
Gained real-time insights into how users’ behaviors varied by region
(mobile and web). Identified, analyzed and addressed issues in online
application; streamlined new account processing. Identified and
replayed users’ sessions to resolve issues
Immediately changed mobile banking roadmap to reflect users’
behaviors. Gained 72% lift in overall completion rate of online
applications. Improved customer support response time by 60-70%