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Experience Your Customers
The Leader in Customer Experience Management




                                         Creating a Compelling
                                         Mobile User Experience
                                                           Mobile Payments Show
                                                               May 17, 2012

                                            Janet A. Jaiswal
                               Sr. Director of Global Product Marketing
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Tealeaf is the leader in online
customer experience management

    • ~450 Enterprise Customers
    • 7 of the 10 largest US banks
    • Founded in 1999 and based in San Francisco, CA
    • Increase website and mobile conversion and
         adoption rates
    •     Improve customer satisfaction and retention

    •     Reduce IT and Support costs
    •     Improve customer service efficiency



    Improving online customer relationships
    one experience at a time
1       © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100

                                                                                                                                   More E-business
Financial Services                                   Retail                                     Travel          Insurance             Leaders




                                           Including 1/3 of all                       Including 25% of the   Including more than    Telco, Pharma,
Including 7 of the 10                                                                                                              Utilities, etc. with
                                           Internet Retailers >                           leading Travel      40 P&C Insurance
 Largest U.S. Banks                                                                                                                 B2C & B2B Sites
                                                 $100M                                 Providers & Portals        Companies




Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
2   © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Mobile Trends & the User Experience




3
Mobile adoption and user expectations
                  skyrocket

4
We sold more smartphones than PCs last year




        Tablets alone will surpass PC sales in 2 to 3 years
5
Global Internet users will double over the
next few years and most will be mobile

                                                     Fixed         Mobile
               3000



               2500



               2000
 Consumer
 Broadband
Connections
  (millions)   1500



               1000



                500



                  0
                                  2005                          2010          2015

               Source: BCG, Mary Meeker, KPCB, Morgan Stanley, Berg Insight
6
Squeeze Play


                                                       • Android vs.
                                                        iOS is not as
                                                        close as it
                                                        looks

                                                       • Developers
                                                        prefer iOS

                                                       • Android is
                                                        fragmented

               It’s a two horse race in the OS world
                                                       • iOS is where
                                                        the money is


7
What’s the future of the mobile platform?


                            • Android gets it
                             act together, OR

                            • Microsoft
                             completes a Hail
                             Mary pass, OR

                            • HTML5 nukes
                             native apps, OR

                            • Apple will take
                             over the world



8
Bad Mobile Experiences = Real Consequences


                              @xxxx *sigh* So
                               depressing. Why
                               do this?

                      --------------------------

                       “A bad review in the
                       app store scars your
                       app for life”
                      – Mobile Orchard (leading iOS
                       Blog)




9
What does this mean for adoption and
     conversion in your business…


10
Mobile Commerce is Skyrocketing

     217%      increase in Tweets about
     mobile shopping on Black Friday




11
Expectations vs. Realities

85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than using a laptop
or desktop computer



                 Yet 41% of comments about the
                 top mobile companies expressed
                 frustration
12
Top Consumer Struggles


1. Inability to complete a transaction

2. Search functionality

3. User interface


     63% of all online adults would be less likely
     to buy from a company via other purchase
     channels if they experienced a problem
     conducting a mobile transaction.


13
Mobile Commerce: Utter Frustration


                                       @bevan - _____ mobile is down. Not letting me
                                       checkout. CS says it's a known problem. On
                                       BlackFriday? I just missed two deals!!




                                        @gdomdom - @_____ Your app sucks for trying
                to                      to shop!!! Get your mobile act together




                                  @christenfolsen - Dear _____, please fix the
                                  mobile version of your website or I am going to
                                  kill you.


14   © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Best Practices




15
Best Practice: Know your users

 › Mobile users contact a company
     through multiple channels such as
     desktop web, call center, in store etc.
      • What is mobile’s role?


 › Understand more than just user
     demographics
      • Geography, gender, age, income etc.




16
Experience your customers


     ✓ Device Gestures and User Behavior
     ✓ Network Reachability
     ✓ Application crashes
     ✓ User Feedback




17
Best Practice: Simplify the User Experience



 ✓ As the research shows, only 17
      percent of mobile users feel the ease
      of use is what they would expect.

 ✓ There’s a huge opportunity to make
      ease of use a competitive
      advantage, whether for mobile sites
      or apps.



18
Simplify the User Experience, Part 2


 ✓ Move from doing things because they
     are cool to doing things that help
     customers buy on mobile devices.

 ✓ Think twice before opting for complex
     processes and always consider your
     mobile service from the perspective of
     your customers.

 ✓ For instance, consider implementing
     forms that shift orientation from vertical
     to horizontal in order to enable easier
     data entry.

19
Mobile input mechanism is different




20
Simplify: KISS




21
Make it easy: Design for mobile




22
Best Practice: Obtain Continuous Feedback


 ✓ Customers have lots of ways of
     telling you (and everyone else) what
     works and what doesn’t—app store
     reviews, surveys, focus groups,
     Twitter, Facebook, etc. They are
     sharing critical information.

 ✓ Be open to learning and optimizing
     from what they are saying.



23
Listen: Reviews, Tweets, FB = VOC




24
Incorporating user feedback quickly stops
            the damage from spreading




25
Best Practice: Measure What Matters


 ✓ Don’t send users to your
      competitors; measure and improve
 ✓ Know what to fix and it’s priority;
      find issues and quantify its business
      impact




26
Measure what matters

     ✓ Identify Key Performance Indicators for your
       company or business process
       •   Time to select a payment mechanism
       •   # of steps to complete checkout
       •   Percentage of completed money transfers




27
Summary


›    Mobile growth is skyrocketing
›    User expectations are high
›    Many mobile sites and apps are not meeting
     user expectations
›    Users are frustrated
›    Best Practices
     1. Know your users
     2. Simplify the user experience
     3. Obtain & incorporate continuous feedback
     4. Measure what matters

28
Experience Your Customers
The Leader in Customer Experience Management




                                                     Questions?
Janet A. Jaiswal
Sr. Director of Global Product Marketing
jjaiswal@tealeaf.com
Twitter:@JanetJaiswal




 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

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Mobile Customer Experience

  • 1. Experience Your Customers The Leader in Customer Experience Management Creating a Compelling Mobile User Experience Mobile Payments Show May 17, 2012 Janet A. Jaiswal Sr. Director of Global Product Marketing © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 2. Tealeaf is the leader in online customer experience management • ~450 Enterprise Customers • 7 of the 10 largest US banks • Founded in 1999 and based in San Francisco, CA • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency Improving online customer relationships one experience at a time 1 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 3. Hundreds of companies rely on Tealeaf including 30% of the Fortune 100 More E-business Financial Services Retail Travel Insurance Leaders Including 1/3 of all Including 25% of the Including more than Telco, Pharma, Including 7 of the 10 Utilities, etc. with Internet Retailers > leading Travel 40 P&C Insurance Largest U.S. Banks B2C & B2B Sites $100M Providers & Portals Companies Note: Tealeaf only uses the names and logos of customers who have given us prior permission. 2 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 4. Mobile Trends & the User Experience 3
  • 5. Mobile adoption and user expectations skyrocket 4
  • 6. We sold more smartphones than PCs last year Tablets alone will surpass PC sales in 2 to 3 years 5
  • 7. Global Internet users will double over the next few years and most will be mobile Fixed Mobile 3000 2500 2000 Consumer Broadband Connections (millions) 1500 1000 500 0 2005 2010 2015 Source: BCG, Mary Meeker, KPCB, Morgan Stanley, Berg Insight 6
  • 8. Squeeze Play • Android vs. iOS is not as close as it looks • Developers prefer iOS • Android is fragmented It’s a two horse race in the OS world • iOS is where the money is 7
  • 9. What’s the future of the mobile platform? • Android gets it act together, OR • Microsoft completes a Hail Mary pass, OR • HTML5 nukes native apps, OR • Apple will take over the world 8
  • 10. Bad Mobile Experiences = Real Consequences @xxxx *sigh* So depressing. Why do this? -------------------------- “A bad review in the app store scars your app for life” – Mobile Orchard (leading iOS Blog) 9
  • 11. What does this mean for adoption and conversion in your business… 10
  • 12. Mobile Commerce is Skyrocketing 217% increase in Tweets about mobile shopping on Black Friday 11
  • 13. Expectations vs. Realities 85% of adults who have completed a mobile transaction in the past year expect the experience to be better than using a laptop or desktop computer Yet 41% of comments about the top mobile companies expressed frustration 12
  • 14. Top Consumer Struggles 1. Inability to complete a transaction 2. Search functionality 3. User interface 63% of all online adults would be less likely to buy from a company via other purchase channels if they experienced a problem conducting a mobile transaction. 13
  • 15. Mobile Commerce: Utter Frustration @bevan - _____ mobile is down. Not letting me checkout. CS says it's a known problem. On BlackFriday? I just missed two deals!! @gdomdom - @_____ Your app sucks for trying to to shop!!! Get your mobile act together @christenfolsen - Dear _____, please fix the mobile version of your website or I am going to kill you. 14 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 17. Best Practice: Know your users › Mobile users contact a company through multiple channels such as desktop web, call center, in store etc. • What is mobile’s role? › Understand more than just user demographics • Geography, gender, age, income etc. 16
  • 18. Experience your customers ✓ Device Gestures and User Behavior ✓ Network Reachability ✓ Application crashes ✓ User Feedback 17
  • 19. Best Practice: Simplify the User Experience ✓ As the research shows, only 17 percent of mobile users feel the ease of use is what they would expect. ✓ There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps. 18
  • 20. Simplify the User Experience, Part 2 ✓ Move from doing things because they are cool to doing things that help customers buy on mobile devices. ✓ Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers. ✓ For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry. 19
  • 21. Mobile input mechanism is different 20
  • 23. Make it easy: Design for mobile 22
  • 24. Best Practice: Obtain Continuous Feedback ✓ Customers have lots of ways of telling you (and everyone else) what works and what doesn’t—app store reviews, surveys, focus groups, Twitter, Facebook, etc. They are sharing critical information. ✓ Be open to learning and optimizing from what they are saying. 23
  • 26. Incorporating user feedback quickly stops the damage from spreading 25
  • 27. Best Practice: Measure What Matters ✓ Don’t send users to your competitors; measure and improve ✓ Know what to fix and it’s priority; find issues and quantify its business impact 26
  • 28. Measure what matters ✓ Identify Key Performance Indicators for your company or business process • Time to select a payment mechanism • # of steps to complete checkout • Percentage of completed money transfers 27
  • 29. Summary › Mobile growth is skyrocketing › User expectations are high › Many mobile sites and apps are not meeting user expectations › Users are frustrated › Best Practices 1. Know your users 2. Simplify the user experience 3. Obtain & incorporate continuous feedback 4. Measure what matters 28
  • 30. Experience Your Customers The Leader in Customer Experience Management Questions? Janet A. Jaiswal Sr. Director of Global Product Marketing jjaiswal@tealeaf.com Twitter:@JanetJaiswal © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Editor's Notes

  1. Is anyone in the audience from Tealeaf? If you are, it would be great to get your feedback on how its helped you improve your customer serviceOver 450 clients, multiple verticals, however 4 key ones – 7 out of 10 banks, proud of these clients – they don’t pick their technology partners lightly. We’re also very lucky that are customers love us – so if / when required we’re happy to set up reference calls and visits with existing customers as required. In the UK team we’re vertically aligned...so I look after retail...
  2. So you may be wondering…how are users responding to these struggles?Well in the old days, a frustrated user might have called someone or told them in person…Today, with the power of social media, a customer will tweet it, blog it, comment on Facebook or provide a bad review..These comments are indexed FOREVER on the Internet and are sometimes hard to recover from
  3. How do they like to interact with you? What is the Geography, gender, device type, buyer age, income etc.
  4. http://tealeaf.typepad.com/blog/2012/01/mobile-whats-important-to-measure-and-why.html#morehttp://tealeaf.typepad.com/blog/2011/11/meaningful-mobile-analytics-part-2.html#more
  5. Usability issues: Did the user dwell at certain points in the process such as centering the CVC code?Application issues: Did the user receive an error message?Customer listening: did the user consult the help section at a certain point in the process?Business issues: was the email address entered valid?