Problems Or Issues With The Online Customer Experience

1. Problems Or Issues With The Online Customer Experience A SlideShare by Tealeaf, an IBM Companybased on findings from Econsultancy’s 2012Reducing Customer Struggle Survey

2. INTRODUCTION Most people have had a less than desirable or frustra;ng experience of a malfunc5oning website. This slideshare explores problems, solu;ons and implica;ons of online customer experience. 2 © 2012 IBM Corporation

3. What are the problems associated with online customer experiences? 63% of businesses consider bad naviga)on / poor ‘ﬁndability’ as the most common problem with their website, as well as the most serious issue (54%). A quarter of only companies cite checkout problems as a common issue ... but 26% consider it to be a with their site … particularly serious issue3 © 2012 IBM Corporation

4. What’s the most eﬀec;ve way of iden;fying these issues? SoHware and tools can help companies iden5fy issues in the customer journey. Some of the most eﬀec5ve methods are:   Digital experience (session) replay   Calls to customer service team   Usability / Heatmaps 5 © 2012 IBM Corporation

5. How well do companies understand the online customer experience? 57% of companies would consider digital experience (session) replay as the most effective way of identifying problems or issues with the online experience BUT only 17% are actually deploying the technology7 © 2012 IBM Corporation

6. How well do companies understand the online customer experience? Email / calls to the call center s5ll represent a signiﬁcant propor5on (78%) of how online problems are iden5ﬁed. 53% of companies use social media as a method for identifying problems with the online experience but only 33% consider this an effective method8 © 2012 IBM Corporation

7. ... In other words, mul5ple consumer touch points serve to reinforce the need for a joined-‐up approach to discovering and resolving issues with customers’ online experiences. 9 © 2012 IBM Corporation

8. What does this mean for companies? 61% of companies are unable to quantify the impact of checkout problems on revenue And 85% of companies don’t understand the impact that site problems have on conversion rates11 © 2012 IBM Corporation

9. So how can businesses assess the severity when they are unable to measure their impact on conversion? Only 7% of companies can quantify how much online revenue is lost through site abandonment due to poor online user experience12 © 2012 IBM Corporation

10. Customer Experience Management Top Tips! 1 Make full use of the host of methods and tools available 2 Establish processes for assessing business impact 3 Establish formal structures to improve customer experience and conduct regular evalua5ons 13 © 2012 IBM Corporation

11. About Tealeaf, an IBM company Tealeaf, an IBM Company, is a leading provider of digital customer experience management and customer behavior analysis solu5ons. Tealeaf solu5ons enable companies to beWer understand the “why” of a customer’s online and mobile interac5ons to enhance the customer experience. The acquisi5on of Tealeaf extends IBM’s exis5ng quan5ta5ve web and digital analy5c capabili5es in Coremetrics and Unica solu5ons with qualita5ve analy5cs capabili5es to record, replay and analyze a customer’s digital interac5ons. Tealeaf was acquired by IBM in June 2012. For more informa5on, please visit www.tealeaf.com. 14 © 2012 IBM Corporation

12. About Econsultancy Econsultancy is a global independent community-‐based publisher, focused on best prac5ce digital marke5ng 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 reten5on rate. We help our members build their internal capabili5es via a combina5on of research reports and how-‐to guides, training and development, consultancy, face-‐to-‐ face conferences, forums and professional networking. 15 © 2012 IBM Corporation