DVEU16: Unleashing Customer Support

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Tealium

Jourdi Roura, Technical Digital Analyst, Schibsted

© 2016 Tealium Inc. All rights reserved.
Jordi Roura
Technical Digital Analyst, Schibsted
Unleashing Customer
Support

© 2016 Tealium Inc. All rights reserved.
Jordi Roura
Technical Digital Analyst, Schibsted
Jordi is a Technical Digital Analyst which means he finds technical
solutions to business problems. Passionate on customer experience he
loves everything data has to tell and isn’t afraid of getting his hands
dirty if need be. He is also a renown cerevisaphile and has attempted
to invade Russia.

© 2016 Tealium Inc. All rights reserved.
About Schibsted
Schibsted Media Group is an
international media group with
6900 employees in 30 countries.
Our strategy to become a global
leader within our fields is bold.
It consists of three elements
that work seamlessly together:
Classifieds, Growth and
Media houses.

© 2016 Tealium Inc. All rights reserved.
This is not a Big Data talk
But a story of how data can be BIG

© 2016 Tealium Inc. All rights reserved.
People want to do stuff
People don’t browse your site or use your app by
accident. If they arrive and are confused they:
• Browse randomly in the hope something will be
familiar
• Give up and go somewhere else
• Run around in circles, screaming

© 2016 Tealium Inc. All rights reserved.
Inspired? Or lost?
If someone is not looking for inspiration, they are
probably lost
• Can’t find what they are looking for
• Don’t know what to do when they find it

© 2016 Tealium Inc. All rights reserved.
They can’t find what they are
looking for
So we asked if we could help find it:
• Ran the experiment for 2 hours
• 5% of visitors requested help
• All of the people who requested help:
• Were VERY happy to receive help
• Requested help on other painful points in
the user experience, providing VERY
valuable feedback

© 2016 Tealium Inc. All rights reserved.
They don’t know what to do
We asked them if we could help the contact the
seller:
• Ran the experiment for 3 hours
• 1% of visitors used the chat
Of the people who requested help:
• 50% refused help
• 35% were interested, although most of
them thought this was a faster way to
contact the seller
• Experiment showed most people prefer
to handle communication themselves. So
communication methods must be
improved

© 2016 Tealium Inc. All rights reserved.
By removing the friction we can
now be more agile in testing and
become a lot closer to our people

© 2016 Tealium Inc. All rights reserved.
So which was the better test?
• The first received very positive feedback
• The second was basically a nuisance

© 2016 Tealium Inc. All rights reserved.
LISTEN

© 2016 Tealium Inc. All rights reserved.
Thank you!

Adam Corey, Tealium With the continued explosion of digital technologies, a rich stream of customer data points is increasingly available to today’s marketers –and a company’s first-party data is undoubtedly a growing source of competitive advantage. But the opportunity to generate deeper customer insights and understanding comes with the expectation of providing better, more relevant customer experiences. In this session, Adam Corey, VP of Marketing at Tealium, explores how data has become the new value exchange between brands and consumers, and how to leverage that data to generate business value while maintaining consumer trust and loyalty.

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