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Problems Or Issues With The Online Customer Experience


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Our ‘Problems and Issues with the Online Experience’ Whitepaper highlights the website pain points encountered by businesses and customers.

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Problems Or Issues With The Online Customer Experience

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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    14 © 2012 IBM Corporation
  12. 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
  13. 13. 16 © 2012 IBM Corporation