The document discusses the evolving mobile customer experience and highlights that 43% of companies report product purchases via mobile devices, signaling its importance. Despite this, many companies struggle to understand mobile user experience, with 33% rating their understanding as poor. Key recommendations for improvement include prioritizing mobile experience, using comprehensive tracking metrics, and addressing navigation and screen-sizing issues.

1. Mobile
Customer
Experience
A slideshare by Tealeaf, an IBM Company
based on findings from Econsultancy’s 2012
Reducing 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 understanding
of 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 online
5 © 2012 IBM Corporation

7. 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

8. 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

10. 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 poor
10 © 2012 IBM Corporation

11. 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

13. 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 customers
13 © 2012 IBM Corporation

14. 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

15. 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
www.tealeaf.com.
15 © 2012 IBM Corporation

16. 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

17. 17 © 2012 IBM Corporation