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Understanding The Online Customer Experience


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Our ‘Understanding the Customer Experience’ Whitepaper provides an insight into companies’ understanding of customer experience, from initial awareness to abandoned shopping carts.

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Understanding The Online Customer Experience

  1. 1. Understanding  The  Online    Customer  Experience  A SlideShare by Tealeaf, an IBM Companybased on findings from Econsultancy’s 2012Reducing Customer Struggle Survey
  2. 2. INTRODUCTION   Good  customer  experience  is  cri&cal  to   posi&ve  brand  percep&on.       But  companies  are  struggling  to  understand   the  online  customer  experience.       And  while  a  number  of  technologies  are   being  deployed  to  be<er  the   understanding,  there  are  barriers.    2 © 2012 IBM Corporation
  3. 3. Source: Econsultancy s Reducing Customer Struggle 2012 report in association with Tealeaf
  4. 4. How  well  do  companies  understand  the  online  customer  experience?   Most  companies  have  a  good   understanding  of  how  people   70% of companies have become  aware  of  their  brand   limited to no or  website  (71%).   understanding why online customers   don’t convert ... But  limited  or  no   ... and yet understanding  of  behaviors     of  different  visitor  types  (57%)   or  why  they  leave  the  site   83% consider this very without  conver<ng  (70%).   valuable information  4 © 2012 IBM Corporation
  5. 5. How  well  do  companies  understand  the  online  customer  experience?   Understanding  why  customers  abandon   shopping  carts  or  leave  without  conver<ng   are  considered  two  of  the  most  valuable   insights  into  online  behavior.     62% of  companies  would  consider     the  behaviors  of  different  visitor   types  very  valuable  informa&on  5 © 2012 IBM Corporation
  6. 6. How  well  do  companies  understand  the  online  customer  experience?   So  why  do  companies  have  a  knowledge   gap  at  the  conversion  end  of  the  online   customer  journey?   85% 84% consider  why  customers   say  the  same  of  why   abandon  shopping  carts  quite   customers  leave   or  very  difficult  to  ascertain   without  conver<ng  6 © 2012 IBM Corporation
  7. 7. How  well  do  companies  understand  the  online   customer  experience?  Source: Econsultancy s Reducing Customer Struggle 2012 report in association with Tealeaf 7
  8. 8. How  can  businesses  work  to  beBer  understand  the  online     customer  experience?   The  3  most  widely  adopted  tools  used   to  understand  the  online  customer   experience  are:     Web analytics Online feedback forms Online surveys8 © 2012 IBM Corporation
  9. 9. 91% of companies use web analytics to understand the online customer experience9 © 2012 IBM Corporation
  10. 10. How  can  businesses  work  to  beBer  understand  the  online     customer  experience?   But  companies  are  increasingly  valuing     the  integra&on  of  qualitaDve  methods     for  understanding.     54%   consider  usability  /  heatmaps  an  effec&ve     way  visualizing  onsite  customer  experience     BUT  only  a  third  are  deploying  them     The  uptake  of  digital  experience  (session)   replay  has  more  than  doubled  in  the  past  year.      10 © 2012 IBM Corporation
  11. 11. CONCLUSION    There’s  value  in  understanding  the   online  user  journey    Qualita&ve  methods  help  to  be<er   understand  the  user  journey  and  reduce   customer  struggle      An  integrated  approach  is  needed  to   iden&fy  and  address  issues  with  the   customer  experience  11 © 2012 IBM Corporation
  12. 12. 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   be<er  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    12 © 2012 IBM Corporation
  13. 13. 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.        13   © 2012 IBM Corporation
  14. 14. 14 © 2012 IBM Corporation