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Customer Analytics Strategy and Application

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The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.

Customer Analytics Strategy and Application

  1. 1. The Vision and Strategy for Understanding Your Customer
  2. 2. Agenda • Understand Your Customer • Introducing cxLifecycle • Tealeaf 9.0 • Dell: Using Tealeaf to Help Customers • Questions 2 © 2014 IBM Corporation John Dawes VP, Product Management, Customer Analytics, IBM Sameer Khan Sr. Manager, Customer Analytics, IBM Jim Parker Director, Digital Tools Dell
  3. 3. The empowered consumer is fundamentally changing business 92% of consumers research online and seek opinions via earned media before a purchase They are always connected…. have easy access to information… high expectations… 70% of consumers have stopped doing business with a brand following a poor customer experience and are fickle. 5 minutes the response time users expect from a company once they have contacted it via social media 84% of smartphone users check an app as soon as they wake up Success in today’s world means meeting and exceeding customer expectations 3 © 2014 IBM Corporation
  4. 4. Smart companies are differentiating with personalized customer engagement VT Living predicts a 50% increase in demand for the Oxley Pump based on social trends, likes and purchasing habits Katy surfs VT Living’s site and reads product reviews on a pair of shoes Katy gets an email from VT Living featuring Anne Hathaway wearing the shoes at the Oscars Katy is in window shopping outside VT Living and gets a tweet. “We have the Oxley Pump in your size. Why not try it on? Tweet us back and we’ll be ready for you.” As Katy is buying the shoe, the sales person shows her a picture of the perfect pants to wear with the shoes using her iPhone. She confirms they have her size and directs Katy to the right department at VT Living VT Living sends Katy a link that enables her to share on Facebook that she bought Anne Hathaway’s fierce new shoes. Katie tweets back, “Yes!!” 4 © 2014 IBM Corporation
  5. 5. Customer engagement requires a systematic understanding of individuals in context, and at scale Is my product delivering value to the customer? Does the customer need help now? Is the customer in market now? What is the right product for this customer? How does the customer perceive my brand? Does the customer have enough information to make a decision? Will the customer act if we make an offer now? What price should I charge? Is the customer using my product effectively? Is the customer willing to advocate for my brand? What is the potential of this customer? How should I differentiate my treatment of this brand advocate? 5 © 2014 IBM Corporation
  6. 6. Lots of data, not enough answers Only 26%of companies have a well- developed strategy in place for improving customer experience.* 58%of companies have limited or no understanding of which usability issues affect conversion* 91%of companies have limited or no understanding of why people leave their site without converting* * Econsultancy - 2013 The departmental analytic approaches of the past are insufficient for the needs of today 6 © 2014 IBM Corporation
  7. 7. Understanding customers holistically requires digital, behavioral, sentimental & predictive analytics • Social Media Insights • Prevailing sentiments • Affinities and correlations • Share of voice • Relevant relationships • Potential risks Mapping Attitudes & Opinions • Future Buying Insight • Predicts outcomes and behavior using all data • Integrates predictive intelligence at the point of impact to drive optimized interactions • Reduces churn, improves CLTV Anticipating Customer Actions • Qualitative Insight • Surface customer struggle on digital channels • Session replays to understand actual customer journey • Identify impacted customers • Quantitative Insight • Web site and mobile traffic data • Customers in purchase funnel • Completed transactions • Conversion metrics Measuring Results Understanding Behavior 7 © 2014 IBM Corporation
  8. 8. Understand Your Customer is a key component to IBM’s New Customer Engagement portfolio Mapping Attitudes & Opinions Social Media Analytics Anticipating Customer Actions Predictive Customer Intelligence Measuring Results Digital Analytics Understanding Behavior Customer Behavior Analytics Orders Transactions Payment history Usage history Attributes Characteristics Self-declared info Geographic demographics Opinions Preferences Needs & Desires Email Chat Call center notes Web clickstreams In-person Mobile Direct Online Call Center Point of sale Understand Your Customers Engagement Solutions • Curate Meaningful Customer Interactions • Deliver Exceptional Experiences Across All Channels • Personalize The Store Experience • Reinvent And Automate Complex B2B Sales Processes • Ignite And Grow Customer Relationships • Convert Digital Prospects To Loyal Customers • Maximize Sales, Profit And Shopper Loyalty • Serve And Delight Your Customers Deliver • Empowering Digital Experiences Kiosk 8 © 2014 IBM Corporation
  9. 9. Lack of holistic customer understanding creates challenges for many common business goals Acquire high value customers efficiently • High cost to acquire customers caused by lack of insight into which messages and tactics bring in most valuable customers Engage customers to drive loyalty and profitability • Low conversion with messages that don’t resonate • Inability to foster customer journey across time and channels Drive loyalty and retention • Customer struggles cause dissatisfaction and churn • Lack of coordination across channels creates unsatisfactory experience 9
  10. 10. IBM balances ease of use with rich capability to help business understand their customers Hard things Possible Hard things Easier Simple things Quickly Hard Things Possible • Enable real time recommendations with PCI based on customer interaction data from Tealeaf or DA • Understand causes of churn and other rich analytics based on data from customer interactions from Tealeaf, DA or behavioral data from SMA Integration with Services Hard Things Easier • Behavioral targeting from PCI delivered by Interact or Campaign • Campaign and Interact driven by behavioral analytics from Tealeaf Pre-built Integration Simple Things Quickly • Drill down from DA into Tealeaf • Analyze Tealeaf segments in DA • Create Campaigns from DA segments • Product Recommendations based on data from DA Out of the box integration 10 © 2014 IBM Corporation
  11. 11. Google with over 140 certified partners Google IBM is delivering an open framework for data syndication to simplify development of a contextual view of the customer
  12. 12. Holistic customer understanding has profound business impacts • Higher Customer Satisfaction – Reduced customer struggle & friction – Better Net Promoter Scores – Reduced churn; higher customer loyalty • Increased Revenue – Better conversion/adoption – Higher lifetime customer value – Increased share of wallet – More repeat customers/buyers • More Effective Customer Acquisition – Better targeting based on intents/interests • Reduced Operational Costs – Higher call avoidance/deflection – Faster site maintenance, problem resolution Customer WWW 12 © 2014 IBM Corporation
  13. 13. IBM is uniquely positioned to meet customer needs • Market leading products with unmatched breadth of capability • Growing list of integrations across key customer use cases • Uniquely combining customer understanding with omni- channel engagement and optimization capabilities • Open framework with broad partner ecosystem 13 © 2014 IBM Corporation
  14. 14. Agenda • Understand Your Customer • Introducing cxLifecycle • Tealeaf 9.0 • Dell: Using Tealeaf to Help Customers • Questions 14 © 2014 IBM Corporation
  15. 15. Introducing IBM Tealeaf cxLifecycle • Measure the customer journey across buying cycles • Improve and shorten conversion and sales cycles • Drill down customer journey milestones to discover factors influencing progression • Uncover and quantify conversion impacting trends or anomalies • Perform extensive visitor level analysis of issues identified through session replays IBM Tealeaf cxLifecyle is the latest offering designed to provide extensive visitor and segment level analysis to improve conversion cycles, shorten sales cycle and understand the customer journey across multiple buying cycles. 15 © 2014 IBM Corporation
  16. 16. Lifecycle Analytics SHORTENING LENGHTY DIGITAL SALES CYCLE Ad-hoc Analytics EXTENSIVE QUALITATIVE AND QUANTITIAVE ANALYSIS Conversion Analytics QUANTIFY CONVERSION STRUGGLE AT VISITOR LEVEL Use Cases “Your most unhappy customers are your greatest source of learning” – Bill Gates
  17. 17. Meet Jennifer... New “One Customer” project: • Provide one-to-one customer experience • Improve customer loyalty • Install base revenue growth © 2014 IBM Corporation17 Jennifer Wu Digital Experience Leader MoonAir
  18. 18. Business Class Upgrade Marketing Campaign • Customer logs on to the mobile app, mobile site and website • Receives upgrade offer message • Successfully upgrades to Comfort or Business class • Higher revenue for the airliner and satisfied customers $  + $
  19. 19. Use Case #1: Lifecycle Analytics WHAT IS IMPACTING THE BUYING CYCLE PROGRESSION?
  20. 20. A strategic view of customer loyalty progression © 2014 IBM Corporation20 Upgrades
  21. 21. Drill down to understand influencing factors © 2014 IBM Corporation21 Upgrades
  22. 22. Use Case 2: Ad-Hoc Analytics IDENTIFY IMPACTED USER GROUP WITH ADVANCED SEGMENTATION Designing the Soft Side of Customer Service, MIT Sloan http://bit.ly/oYEQIX
  23. 23. Dive deeper with flexible ad hoc reporting and session replay © 2014 IBM Corporation23
  24. 24. Jennifer Opens the Segment in Tealeaf … © 2014 IBM Corporation24
  25. 25. She looks at a session to see why the abandonment is so high…
  26. 26. User logs onto the mobile web site… © 2014 IBM Corporation26
  27. 27. Welcome to the next level of comfort!Click here for your new automated check-in tools! Upgrade The “New Status” welcome message displaces the “Upgrade” promotion message Here’s the issue: This upgrade promotion should be at the top of the screen! Our template has opted for the smaller layout and pushed it to the bottom of the app screen. CALAIR Mobile Customers never see the upgrade and move to the check-in security page. © 2014 IBM Corporation27
  28. 28. The Upgrade promotion is firing, but it’s being displaced by Loyalty message © 2014 IBM Corporation28
  29. 29. Jennifer needs to know how wide-spread the problem is… © 2014 IBM Corporation29
  30. 30. The number of users impacted, is significant! 1,794! © 2014 IBM Corporation30
  31. 31. Use Case 3: Conversion Analytics STITCH CONVERSION STRUGGLES TO QUANTIFY IMPACT
  32. 32. Imports segment for Conversion Analysis
  33. 33. Quantify Conversion Struggle at Visitor level
  34. 34. © 1999-2008 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.34 Without Stitching Conversion Struggles 5 Sessions… 4 Abandonments… 1 Conversion Session 1 Sunday Monday Tuesday Wednesday Thursday Friday Session 2 Session 3 Session 5 •Search •Prices •Options •Search •Refine •Select Flight •Save Itinerary •Book Flight! “Let’s go to Disney World” Price comparisons on other sites Talk about options and schedules Finalize flight preferences Discuss one more time - then sleep on it Confirm that price is best Session 4 Abandonment And an unknown # of human beings! •Review flight, hotels, but no purchase Conversion Abandonment Abandonment Abandonment DAYEVENING
  35. 35. © 1999-2008 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.35 Conversion Analysis by visitor puts struggle in context 5 steps ... 0 Abandonments ... 1 Conversion Session 1 Sunday Monday Tuesday Wednesday Thursday Friday Session 2 Session 3 Session 5 •Search •Prices •Options •Search •Refine •Select Flight •Save Itinerary •Book Flight! “Let’s go to Disney World” Price comparisons on other sites DAYEVENING Talk about options and schedules Finalize flight preferences Discuss one more time - then sleep on it Confirm that price is best Session 4 •Review flight, hotels, but no purchase One unique visitor with a 5 day sales cycle Step Step Step Step Conversion
  36. 36. Take Home Points • Web Analytics only tells you what and how; cxLifecycle gives your full circle lifecycle analytics • Perform extensive ad-hoc visitor level analytics on customer experience sessions • Quantify long term revenue impact across multiple channels and devices 36 © 2014 IBM Corporation
  37. 37. Agenda • Understand Your Customer • Introducing cxLifecycle • Tealeaf 9.0 • Dell: Using Tealeaf to Help Customers • Questions 37 © 2014 IBM Corporation
  38. 38. Tealeaf 9.0 Highlights Combine qualitative and quantitative analysis for 360°customer insight Deeper insight into customer behavior on mobile Deliver customer experience analytics in the Cloud Deepen customer insights with actionable visualizations Mobile Cloud Insight Integration
  39. 39. Native Application Replay 39 © 2014 IBM Corporation
  40. 40. RWD Replay •UI Events appear for changes, resize and scroll. •Screen size is displayed. •Replay view adjusts to match user’s experience. 40 © 2014 IBM Corporation
  41. 41. From Packet Forwarder Tealeaf CX Capture Customer Environment Web Servers Application Servers Databases Tealeaf CX Datastore Reverse Proxy Server Tealeaf Environment Consumer Cloud Enablement – v9.0 Customer and Tealeaf Deployed in SAME Public Cloud ›Customer or partner must manage reverse proxy server (in the cloud) › Customer or partner must manage Tealeaf (in the cloud) › Tealeaf can capture traffic from a virtual network and forward traffic to Passive Capture › All of Tealeaf can run in public cloud (including Passive Capture) Tealeaf managed by the customer 41 © 2014 IBM Corporation
  42. 42. CxOverstat – What’s Next – 9.0 Visual Preview 42 © 2014 IBM Corporation
  43. 43. 43
  44. 44. CxOverstat – What’s Next – 9.0 Visual Preview 44 © 2014 IBM Corporation
  45. 45. Metrics: View which links users interact with across multiple metrics View various interaction metrics for each link Customize: Adjust the number of elements to display and choose to look at top or bottom elements. Filter: Filter view to only display links with certain dimensions Link Analytics (9.0) 45
  46. 46. Product Maturity • Support native double byte web encodings (GB2312 – China, Shift JIS – Japan, etc) • Correct processing of multilingual data: Searching/filtering/collating • UI translation in other languages: Chinese, Japanese, Korean • Culturally correct UI & Overhaul time zone usage • Translation of Docs • Continued enhancements to BBR: performance, parity and maturity • Responsive Design Replay • Serviceability enhancements (redbooks) and pro- active alerting to system issues • Scalability and reliability improvements 46 © 2014 IBM Corporation Globalization IBM Tealeaf CX Mobile & Replay IBM Tealeaf CX and cxImpact
  47. 47. Summary Integrated Solutions Deepen Core Capabilities Accelerate customer journey with lifecycle analytics for IBM Tealeaf customers Combine qualitative and quantitative analysis for 360°customer insight Deeper insight into customer behavior on mobile Deliver customer experience analytics in the Cloud Tealeaf 9.0 cxLifecycle Deepen customer insights with actionable visualizations Understand Your Customer Mapping Attitudes & Opinions Social Media Analytics Anticipating Customer Actions Predictive Customer Intelligence Measuring Results Digital Analytics Understanding Behavior Customer Behavior Analytics New Offering 47
  48. 48. Agenda • Understand Your Customer • Introducing cxLifecycle • Tealeaf 9.0 • Dell: Using Tealeaf to Help Customers • Questions 48 © 2014 IBM Corporation
  49. 49. Using Tealeaf to Help Customers Jim Parker, Director, Digital Tools
  50. 50. 50 It’s all about integrations….. • Subject Matter Experts hired for each tool • Data integrated across tools • Ensure we are using the right tool for the job Analytics Experience Voice Target
  51. 51. 51 Digital Tool data spans customer lifecycle…. • Users access our tools directly or extract the info to be combined with other data sources. Marketing Third Party Data eComm Personalization eSupport Adobe Tealeaf iPerceptions, OpinionLab Complete Customer View = (RAD) Retention, Acquisition, Dev 1500 Tool Users: Premier Help, Sales, Quality, Analytics, Reporting, Site Dev. Digital Tools:
  52. 52. 52 Help customers at each touch point…. • Business Customer issue at checkout, abandons – Extract Tealeaf + SFDC + Scrub for Opt-in  Fix web issue, contact customer • Customer OpinionLab Feedback – OpinionLab + Tealeaf events + Session data + Support Calls  Analyst • Site Performance – Tealeaf Threshold Alert  Tableau to drill down • Site Error – Tealeaf Watchdog Alert  Top events exceeding standard deviation • Business Optimization – iPerceptions survey responses + Tealeaf events + Session data  Analyst
  53. 53. 53 Lessons Learned • If you already have a good site, ROI takes longer than expected – Benefits in unexpected areas • Users stick with tools they know. Training key to helping them expand – Wiki, workshops • Hiring top talent is key to broad adoption – Best of vendor tool functionality + customization • Integrations drive exponential value – Root cause to solve customer problems are complex • It is a continuous journey – Constantly enhancing all tools. We’re not done yet.
  54. 54. Agenda • Understand Your Customer • Introducing cxLifecycle • Tealeaf 9.0 • Dell: Using Tealeaf to Help Customers • Questions 54 © 2014 IBM Corporation
  55. 55. © IBM Corporation 2014. All Rights Reserved. IBM, the IBM logo, ibm.com are trademarks or registered trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. © 2014 IBM Corporation Copyright and Trademarks 55
  56. 56. © 2014 IBM Corporation • Go to ibmsmartercommerceonline.com accessible from your laptop or mobile device • Select the Survey icon next to the description of the sessions you attended • Submit your feedback We appreciate your feedback. Please don’t forget to fill out your evaluation Thank you for joining us! 56
  57. 57.  Visit the Smarter Commerce demos in the Solutions Center (East/Central Hall of TCC)  Schedule an Executive One-on-One (Grand Ballroom of Marriott)  Spend time with a subject matter expert at Meet the Experts (Solution Center)  Set up your Twitter account at the Social Media Command Center (Rotunda of TCC)  Sign up to be a reference at our Client Reference Lounge (Rooms 1- 2 of TCC)  Participate in our Hands-on Labs (Rooms 7-8 of TCC) and Certification Testing (Room 9 of TCC) © 2014 IBM Corporation Find out more… Check Summit Conference Connect from your phone, computer, or on-site kiosks for details on these programs and more. 57

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