E-businesses continue to invest in website redesign projects for one simple reason: when done right, they can drive dramatic improvements including – higher conversion rates, incremental sales, lower customer service costs and increased customer satisfaction. They invest in web 2.0 technologies. They also invest in tools such as web analytics and Voice of Customer surveys. These tools are great for providing awareness to site trends, customer satisfaction and the effectiveness of certain aspects of the site.

However, they do not provide a unified view of the online customer experience, with both quantitative and qualitative data.

The risks of a redesign creating new problems that degrade your business are very real. The best e-businesses have learned to focus not just on reactive post-launch problem resolution, but rather on proactive discovery and analysis of customer experience issues throughout the redesign process. The IBM Tealeaf solutions can help you accomplish both goals.

While quantitative toolsets like IBM Coremetrics are vital for insight into the interaction flow on a website, the qualitative aspects of customer experience are equally important. The table below shows the differences between quantitative and qualitative toolsets;

Digital Analytics provides quantitative insight by capturing web site and mobile interaction data and providing easy-to-use interfaces showing:

  • Purchase funnels
  • Real time sales data
  • Site traffic flow
  • Conversion benchmarks

 

Customer experience management (CEM) provides qualitative insight by capturing, replaying, and analyzing individual user interaction data showing:

  • “In page” context (including dynamic personalized experiences)
  • All UI interactions
  • Error messages encountered
  • Identity of impacted visitors

 

 

“Customer experience management (CEM) solutions provide unprecedented visibility into the online customer experience. With these solutions, you can see the way your website works through the eyes of each, individual customer. Like a replay DVR for your website, these solutions capture each customer interaction on your site – right down to the page-by-page, browser-level experience. “

 

This insight is a strategic enterprise asset, one that affords a proactive approach to dramatically enhancing the online channel. This rich customer experience dataset is then leveraged across our suite of products, equipping key online stakeholders, such as e-business, IT and customer service, with the information they need to analyze, investigate and respond to issues preventing customer success on the web.

 

CEM benefits to the Marketing department:

  • Ensures all user experiences enhance conversions.
  • Ensures mobile interactions reinforce brand image and business objectives.
  • Enables site managers to understand and eliminate poor user experiences and remove obstacles that cause users to abandon purchase/forms processes.
  • Helps document “struggle experiences” on your website.
  • Maximizes purchase/conversion events through mobile devices.
  • Enables eCommerce professionals to “see” their stores through customers’ eyes
  • Determines revenue impact analysis of “bad” user experiences.

 

CEM benefits to the Service department:

  • Helps resolve customer issues during their first online service experience
  • Reduces call handling time once a customer contacts a service agent
  • Minimizes poor customer service experiences which can lead to escalations and negative reviews

 

With IBM Tealeaf CEM solutions, you can formulate a proactive approach to optimizing the online channel and determine quick resolution for problems that erode customer satisfaction and online revenues.

Summary of IBM Tealeaf’s Key Features

IBM Tealeaf solutions are designed to help companies with mission-critical websites to:

Typical IBM Tealeaf ROI

    1. Increase revenue: remove site experience obstacles to improve conversion rates and transaction sizes, and quantify the business impact of any given issue for more effective prioritization.
    2. Reduce customer churn: quickly see and understand customer issues for faster, more effective resolution.
    3. Provides real-time Customer Experience analytics to enhance discovery and web site optimization efforts.
    4. Decrease production support costs: dramatically reduce the time spent identifying and resolving website errors.
    5. Significantly reduce customer dispute investigations: retrieve archived records of actual customer experiences to swiftly resolve customer concerns.
    6. Build enterprise-wide customer experience competency: create a common language and feedback loop across e-business stakeholders.
    7. Helps create proactive re-marketing or order recovery campaigns

 

(Interested to learn more? For a demo, case studies or a cost-benefit analysis, please check us out at the Smarter Commerce Global Summit)