Vivenciando a experiência web pelos olhos de seu cliente
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Mobilidade e mídia social estão remodelando os negócios. Atualmente mais da metade dos consumidores de smartphones comparam preços nas lojas, e a grande maioria dos compradores online ou por smartphone relatam algum tipo de problema, e quais as expectativas dos clientes?
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Vivenciando a experiência web pelos olhos de seu cliente
- 1. Vivenciando a experiência web pelos olhos de seu cliente Ernani Kramer Sales Leader – Latin America ekramer@br.ibm.com © 2013 IBM Corporation
- 2. Please note the following IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2
- 3. Mobilidade e mídia social estão remodelando os negócios 55% dos usuários de smartphones comparam preços nas lojas 63% 34% dos usuários de smartphones escanearam um QR code, 27% leram opiniões online 92% dos adultos online ficam menos propensos a comprar via outros canais em caso de problemas em dispositivos móveis dos consumidores dizem acreditar em marketing boca-aboca e recomendações E quais as expectativas dos clientes? E quais as expectativas dos clientes? 3 Sources: IBM, Forrester, Tealeaf and Emphathica Reports 50% de aumento em vendas online via dispositivos móveis em 2011 84% dos adultos americanos que compraram online ou por smartphones reportam ter tido algum problema
- 4. As expectativas dos clientes estão crescendo Eles esperam: Ser identificados como indivíduos Recursos de auto-serviço simples, mas ao mesmo tempo ricos Uma experiência única e integrada Promoções relevantes e tempestivas Uma experiência pós-venda impecável Como lidar com estes desafios? Como lidar com estes desafios? 4
- 5. Tealeaf brings new capabilities to further transform the commerce cycle Increase website and mobile device conversions. Speed time to better customer experiences. Market • Sell • Service Buy Service Replay offending customer interactions and immediately address customer concerns and guide root cause analysis 5 5 Market Sell Reduce abandoned shopping carts. Maximize purchases over mobile devices. Better customer service increase sales.
- 6. See Your Digital Channels Through the Eyes of Your Customers Web & Mobile Channels Reduce People to Data 6
- 7. "It's as if my team had a blindfold over their eyes. With Tealeaf, the blindfold went away” - Air Canada 7
- 9. As-it-Happens Awareness To Eliminate Further Struggle And Make More Customers Successful 9
- 10. Tealeaf Lets You See: Every customer Every interaction Every time 10 10
- 11. Tealeaf Captures Every Customer, Every Interaction, Every Time All actions All actions All interactions All interactions All customer All customer experience experience obstacles obstacles 11 11
- 12. Valor da solução 3,5% de aumento na taxa de conversão nos sites 60% de redução em custos de TI e desenvolvimento associados a reprodução de problemas e sua resolução 10% de redução em custos de TI e desenvolvimento associados à priorização de projetos 1% de melhoria na taxa de retenção em virtude de melhor experiência no site 0,5% de aumento no valor médio dos pedidos em virtude de melhor experiência do cliente 12
- 13. High-level architecture Existing Customer Environment Switch, Router, Load Balancer, Firewalls In t e r n e t Web Servers Application Servers Databases SPAN port, Mirror port Or Tap IBM Tealeaf CX • Rich Internet Apps • Flash/Flex IBM Tealeaf cxImpact IBM Tealeaf cxView IBM Tealeaf cxOverstat IBM Tealeaf CX Mobile • Mobile Sites • Mobile Apps IBM Tealeaf cxReveal IBM Tealeaf Verify IBM Tealeaf CX Mobile Firewall 13 13 IBM Tealeaf CX Capture IBM Tealeaf CX Datastore • Decrypt • Privacy • Assemble • Inspect • Index • Event • Archive • Correlate IBM Tealeaf cxConnect DA IBM Tealeaf cxConnect WA IBM Tealeaf cxConnect VOC
- 14. The Best Online Companies Rely on Tealeaf 45 of the Internet Retailer Top 100 57 of the Internet Retailer Top 200 7 of 10 of the Largest US Banks; 10 of the 25 Largest Banks Worldwide 11 of the 12 Largest P&C Insurance Companies in North America 6 of the 10 Most Visited Travel Sites 5 of the 7 Most Visited Travel Portals All Major North American Wireless Providers 14 14
- 15. Solutions for Industry Leaders Financial Services Retail Travel Insurance More E-business Leaders Including 7 of the 10 Largest U.S. Banks Including 1/3 of all Internet Retailers > $100M Including 25% of the leading Travel Providers & Portals Including more than 40 P&C Insurance Companies Telco, Pharma, Utilities, etc. with B2C & B2B Sites Note: Tealeaf only uses the names and logos of customers who have given us prior permission. These companies have not yet given IBM permission to use their logos. 15 15
- 16. More customers by industry Telco Media & Entertainment Transportation & Logistics Services Note: Tealeaf only uses the names and logos of customers who have given us prior permission. These companies have not yet given IBM permission to use their logos. 16 16 Health & Health Insurance
- 17. 50% of web transactions are still completed with the help of an agent Source: The Economic Necessity Of Customer Service, Forrester 17 17
- 18. 76% of companies learn about problems online as a result of calls to the contact center Source: eConsultancy report, on Reducing Customer Struggle in association with Tealeaf May 2011 18 18
- 19. 84% of respondents agree that customer service is increasingly a sales channel and that satisfied customers represent great brand advocates. Source: eConsultancy report, on Reducing Customer Struggle in association with Tealeaf May 2011 19 19
- 20. Supporting Multi-Channel Customer Experience: Tealeaf Bridges the Online/Offline Gap Review session history reports Replay all interactions CRM integrated, single-click access single-click “See” all obstacles first-hand first-hand ??? 20 20
- 21. Netflights.com generates $24M annually via call center innovation 21 21
- 22. OptionsXpress resolves thousands of customer disputes 22 22
- 23. Central Insurance reduces average call resolution time 24 hours to 10 minutes 23 23
- 24. 24
- 25. © Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Rational, the Rational logo, Telelogic, the Telelogic logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. 25
Notas del editor
- {"22":"Problem:\nThe company received regular complaints from customers claiming they were underpaid for their trades. Since OptionsXpress had no record of the actual customer sessions, they were routinely forced to settle these disputes by paying them out.\nSolution:\nOnce Tealeaf was deployed, the company was able to easily retrieve and replay complete online customer sessions as needed to resolve disputes. \nBenefit:\nUsing Tealeaf, OptionsXpress was able to stop the loss associated with settling invalid customer disputes.\n","11":"Alternative Every, Every, Every slide\n","17":"Date of study: 2009\nSuggested Script:\nIn fact overall, Forrester estimates that half of all web transactions are still completed with the help of a phone agent. So while the online channel is ever more critical, customers still need to interact with an actual human being for many of their transactions that may begin on the web. In other words, self-service still requires service, and many companies fail to realize this.\n[Note: From 2009 Forrester paper entitled, The Economic Necessity Of Customer Service] \n","23":"Problem:\nCentral Insurance found themselves unable to identify, quantify, or adequately address recurring online quoting, issuance, and policy administration issues.\nSeveral agents called to report a glitch in Central’s quoting application. Somewhere in the data entry and aggregation workflow, key information was being lost or corrupted. Working only with the information reported by the agents, Central was unable to duplicate the error in a test environment. After many attempts and several hours of developer time, Central was no closer to identifying the cause of the error.\nSolution\nWith Tealeaf installed, the development team was able to capture and replay the first user session in which the failure occurred. Within ten minutes, Tealeaf enabled Central to pinpoint the data corruption. The visibility Tealeaf provides allows the company’s support team to proactively manage real-time online application issues, which has improved support efficiency and enabled the creation of an agent-specific value-added service. \nBenefit\nTealeaf gives Central visibility into the actual user session, enabling administrators to identify and resolve a disruptive error that could not be found within a testing environment. This eliminated nearly a day spent unproductively searching. Said Larry Streets, Senior Analyst for Web Operations at Central, “Tealeaf is invaluable in recreating application failures. Without it, we may never have realized what was causing the application to fail. Overall, Central Insurance has reduced the average resolution time from 24 hours to less than 10 minutes.\n","1":"Author Notes:\nThis is the PowerPoint template for the IBM Technical Summit breakout sessions\nThis template has been built in PowerPoint 2003. If you’re using PowerPoint 2007 or above, you may experience different usability results than what is provided as guidance here.\nTo allow all masters of your exiting presentation to be updated correctly, download this template to your hard drive and copy your existing slides into the new template using slide sorter.\nIBMers can find additional information on presentation guidelines and resources at:https://w3-connections.ibm.com/wikis/home?lang=en-us#!/wiki/Rational%20Presentation%20Templates,%20Guidelines,%20and%20Resources\nIBM Rational presenters can leverage existing brand-level assets and sparklers (including Rational Brand Messaging Slides, Client Success Slides and Client Quotes, Statistics) from SSW’s Brand Content Page:https://w3-03.sso.ibm.com/software/xl/myportal/content?synKey=R789607U42052O71\nImagery guidelines: Avoid using cartoon like clip-art, use photo-art instead. Third party material cannot be used in a presentation without written permission (this includes product and Web page screen shots, and photos). Images must be acquired from a ‘royalty-free to use’ source such as:\nMicrosoft or Lotus Symphony Clip Art library\nhttp://www.freebyte.com/clipart_images_photos_icons/#freevectorgraphics\nhttp://www.freedigitalphotos.net/\nIBMers can use royalty-free images from the following repositories:\nIBM Brand Systems Center / Assets / PhotographyLogin instructions: https://w3-connections.ibm.com/forums/html/topic?id=c1082624-e54c-4e04-bad1-ddb150ac7540\nIBM Software Story Imageshttps://w3-connections.ibm.com/files/app#/collection/b7570645-b2f8-4450-a27f-9269a163fc2d\nIBM Rational Presentation Image Library: https://w3-connections.ibm.com/wikis/home?lang=en_US#!/wiki/Rational%20Presentation%20Templates,%20Guidelines,%20and%20Resources/page/Presentation%20Image%20Library\n","18":"Suggested Script:\nAn econsultancy study shows that most companies are reactive, discovering problems when its too late.\nAlso, the same number (76%) of companies also learn about their online problems as a result of an EMAIL to the contact center\nThe May 2011 study by eConsultancy is of 500 business professionals working for companies involved in e-commerce and e-business.\n","24":"Optional slide. Graphic is available in English only.\n","2":"Please note the following\nIBMers must include the next slide (verbatim) after your title slide.\nIBMers must also include the mandatory “Acknowledgements and Disclaimers” slide (see slide 10) at the end of your presentation before the closing “Thank You” slide.\n- You will need to customize the “Acknowledgements and Disclaimers” text in red appropriately.\n","19":"Suggested Script:\nAn eConsultancy study shows that many agree that customer service is increasingly a sales channel and that satisfied customers represent great brand advocates.\nThe May 2011 study by eConsultancy is of 500 business professionals working for companies involved in e-commerce and e-business.\n","25":"Mandatory closing slide (2 of 2)\nThank You Slide (available in English only). \n","3":"Mobile and social are changing the way our customers interact with us. \nToday’s customer are infinitely smarter. They decide when, where and how the buying process begins and ends. \nThey are using mobile and social and connecting with you and each other in ways that is reshaping the way business is done. \nLook at some of these stats – mobile is becoming dominant platform – and social sites are increasingly getting more of their attention. 92 percent of customers trust word of mouth and recommendations\n55% used their smart phones while in a store to compare prices before they made a purchase.Some consumers only go to stores for the ‘showrooming’ of the products and services and then buy online later. \nAnd, over 56% want more capabilities for self service.\nAs a recent IBM Benchmark showed us – the trends are clear:\nIncreased use of mobile. In November and December 2012, the percent of sales from mobile devices was up 50.66 % from 2011, and traffic from mobile devices was up 59.77%. \nAnd, social media is changing the way that customers interact with us and the global commerce landscape. \nOf the total time spent on the internet, 25 percent of time is spent on social sites \nNo matter what industry you are in - whether you are a B2B or B2C business -- you have a choice – to embrace and capitalize on these changes now and thrive, or to wait and be left behind.\nFor B2B enterprises – the same customer is doing these things in their retail, banking and media and telecom interactions and expects to have the experience at work with so this applies to all businesses. \nSources: \nIBM Benchmark Report 2013 (to be issued at NRF by IBM Press Relations)\nSales from Mobile Devices was up 50.66% in 2012 versus 2011 (2012 – 15.69 % of sales from Mobile Devices versus 10.41 % in 2011)\nTraffic from Mobile Devices was up 59.77 % in 2012 versus 2011 (2012 – 21.85 % of traffic from Mobile Devices versus 13.68 % in 2011)\n55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. 34% said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions.\nEmphathica—’Wave 1 2012 Key Trends’ (2012) http://www.empathica.com/consumer-insights/wave-1-2012-key-trends/ \nGlobal brands need to think about their consumers in an entirely different way. IBM data shows that mobile shoppers are even more laser focused than their PC-using counterparts: 44% of mobile users will abandon a site if they don’t find what they want on the very first page, versus an overall online rate of just over 37%. \nSource: What’s in a Store Anyway – The Rise of the Mobile Shopper\nhttp://asmarterplanet.com/blog/2011/11/what%E2%80%99s-a-store-anyway-the-rise-of-the-mobile-shopper.html \n55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. 34% said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions.\nEmphathica—’Wave 1 2012 Key Trends’ (2012) http://www.empathica.com/consumer-insights/wave-1-2012-key-trends/ \n84% of US adults who have conducted an online transaction through a mobile device in the last year report experiencing a problem.\nTealeaf—’Tealeaf Mobile Transaction Research Report 2011’ (2011):\n63% of online adults are less likely to buy from the same company via other purchase channels if they experienced a problem with a transaction on their mobile phones.\nTealeaf—’Tealeaf Mobile Transaction Research Report 2011’ (2011)\n92% of consumers say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising\nNielsen (Jan 2012)\nhttp://www.nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html\nSocial media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs (80%)\nSocial networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet \nNielsen—The Social Media Report, Q3 2011’\nhttp://www.nielsen.com/content/corporate/us/en/insights/reports-downloads/2011/social-media-report-q3.html \n","20":"Suggested Script:\nTealeaf’s Customer Service Optimization Suite provides the bridge between the online and offline channels, allowing you to effectively service the multi-channel customer experience. NO OTHER TOOL can give you the complete context of the experience of your customers on your website. With Tealeaf you’re able to, \n \nIntegrate into your customer service workflow/CRM console, giving you single click access into what customers have done on your web site\nYou’ll have the ability to review session history reports: what product categories is this customer looking at, what part of the site do they use most often, which browser were they using, etc. All of this information is key to arming your agents to better service the customer and potentially upsell them, helping to turn your contact center into a profit center. \nYou’ll gain the ability to replay any customer session to see exactly what the customer is doing/what they saw online; agents can pull up a session in real time while on the phone with a customer, or pull up sessions after a call to diagnose or quantify an issue. \nAnd, if there is an obstacle or issue or if the user is confused, the agent can validate what the customer has experienced and work towards a resolution. As a result, the agent never has to say, “well I’m sorry but I can’t see what you’re seeing.” Instead, more calls actually get resolved rather than escalated.\nWe can dive into all of this further during the demo. The key take away here is that this is the next generation contact center—the ability to provide a high-touch/multi channel experience to your customers, no matter what channel they’re using to engage with you. Whether they’re transacting with you via the web, in store, phone -- when they do need to talk with one of your representatives, that’s your opportunity, your moment of truth, to provide extraordinary service that brings customers back again and again. And it’s Tealeaf that uniquely provides that visibility into the online channel for those offline touch points.\n","4":"And, their expectations are soaring …they want more self-service and engage when you get personal. They expect you to know them, what they want and like\nThey are using smart phones, tablets and computers at home, at work or on the go – and want a seamless and integrated experience across all of these all the time. \nThen there are the digital natives (the 13-19 year olds) who want you to provide a forum of like minded buyers for them to share ideas and experiences with. \nAnd, the new generation are willing to share details on themselves and their preferences in exchange for highly personalized relationships.\nIn a recent Consumer Advocacy study conducted by IBM – these digital natives - over 60% of them chose the post-purchase experience as more important than the pre-purchase experience in \nforming a lasting opinion of a retailer (64 versus 36 percent). \nEvery interaction is critical from awareness to advocacy and earning a customers loyalty requires organizations to rethink how they run their business.\nAll customers expectations are high and they demand to met. The want an exceptional experience or they will go elsewhere. \nNot only are customer interactions changing, their expectation of service, through out the customer life cycle has never been higher, if there expectations are not met, then will leave. \n","21":"[see alternative slides in vertical decks depending on industry you are presenting to]\nSuggested Script:\nHere’s a great example of how one of our customers using Tealeaf in their contact center, Netflights.com a division of Gold Medal Travel, leading travel brand in the UK, who is having amazing results. \nProblem\nRecovering lost orders from visitors that experience site problems has always been a significant challenge for netflights.com. But their existing solutions did not provide the ability to extensively capture customer information and, therefore, made order recovery nearly impossible.\nSolution\nWith Tealeaf, however, netflights.com was able to set up alerts for customers with certain basket values that dropped-off for a particular reason—e.g. credit card failure or being stuck in a loop. Because\nTealeaf captures information throughout the entire booking process, such as email address or telephone number, even visitors that abandoned are not entirely lost to the company. In fact, netflights.com uses Tealeaf to pass customer information to the outbound team in the contact center—all within a matter of seconds. The outbound agents are then able to contact the customer immediately in order to attempt to complete the sale.\nBenefit\nUsing Tealeaf, the outbound team now delivers more revenue per hour than any other reservation group in the company and generates nearly $24M annually, a 340% increase versus year prior. This represents 20% of all revenue received through netflights.com.\n"}