Más contenido relacionado Similar a Customer Experience Management: Optimize your site to deliver a highly engaging user experience (20) Customer Experience Management: Optimize your site to deliver a highly engaging user experience1. Customer Experience Management:
Optimize your site to deliver a highly engaging
customer experience
February 9, 2912
2:40 PM
Janet A. Jaiswal
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2. Agenda
› What does Customer Experience Management mean?
› Why does it matter?
› How does CEM help my bottom line?
› What should I be doing?
› Example of customer experience measurements
› Q&A
1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
3. Tealeaf is the leader in online
customer experience management
• 450+ Enterprise Customers
• 7 of the 10 largest US banks
• Increase website and mobile conversion and
adoption rates
• Improve customer satisfaction and retention
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San
Francisco, CA
Improving online customer relationships
one experience at a time
2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
4. Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100
More E-business
Financial Services Retail Travel Insurance
Leaders
Including 1/3 of all Including 25% of the Including more than Telco, Pharma,
Including 7 of the 10 Utilities, etc. with
Internet Retailers > leading Travel 40 P&C Insurance
Largest U.S. Banks B2C & B2B Sites
$100M Providers & Portals Companies
Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
3
5. What Does
Customer Experience Management
Mean?
4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
6. How CEM Relates to Web Site Optimization Tools
Content
Usability Optimization
Analysis Campaign
Optimization
Marketing
Performance
Application Customer Web Mgmt
Performance Experience Analytics
Management Management,
CEM Multivariate
Testing
Voice
of
Customer
5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
7. The web site optimization ecosystem
Marketing Performance Campaign ROI,
Spend, Mix Campaign Optimization
Mgmt List Segmentation
Targeted Offers Content Optimization Multivariate Testing Page Configuration &
Content Tests
Clickstream, Site Usability
Web Analytics Usability
Referrals
Customer Experience Customer Behavior,
Customer Surveys, Management Business Impact
Behavior Predictions Voice of Customer
Application
Performance Mgmt Page & Transaction
Response Times
FOUNDATIONAL “MEASUREMENT & ANALYSIS” SOLUTIONS
The best companies will leverage these five solutions, at a minimum
6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
8. Customer experience management means
reducing customer struggle not just site errors
vs.
Site Errors
Customer struggle
7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
9. Why Does
Customer Experience Matter?
8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
10. We absolutely want
to give our customers
the best possible online
experience so they
continue to fly with us.
9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
11. Customer preference for online is accelerating
60%
50%
40%
30% WEB
IVR
20%
PHONE
10%
PHONE
0%
2006 IVR
2007
2008
2009 WEB
% of Revenue by order capture channel:
2010
PHONE – Talking to an agent
2011
IVR – An automated telephone ordering service
WEB – Orders placed through the website
10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
12. Companies typically spend
$92 to bring customers
to their site.
92:1 But only $1
to convert them.
11 © 1999 - 2011 Tealeaf Technology, Inc. All Rightsreserved. Confidential and Proprietary.
rights Reserved. Confidential and Proprietary.
13. CEM means removing
obstacles to customer
success
Usability issues
Application issues
System issues
Site errors
12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
14. Mobile is growing exponentially,
User experience is critical
Q: “What Advice do you have for companies looking to build a
mobile presence?”
A: “Every senior employee at the company… should…test out
their own user experience to make sure it’s effective and
good…So the first thing is to actually get on the platform, then
experiment” – Mary Meeker
13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
15. Market changes driving the need for online
customer context in the contact center
Strong Need to Differentiate Based on Customer Experience
“The paradigm of ‘contact centers as cost centers’ doesn't hold
water. It only applies to contact centers that offer poor
experiences.” — The Economic Necessity of Customer Service
“80% …plan to use customer experience to … differentiate…
[their business]” — The State of Customer Experience, 2010
But Cross Channel Experience is Very Poor and Impactful
“Only 49% of consumers are satisfied with the transitions from
web to phone!” — Cross-Channel Design, One Channel Pair At A Time, Forrester 2009
“… 45% of those frustrated customers completely stopped doing
business with a company as a result of bad customer service.”
— Harris Survey, 2009
14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
16. Why Does
Customer Experience Matter?
A mobile channel example
15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
17. Mobile Challenges
Many companies lack visibility into the mobile channel
• Why am I getting negative reviews?
• What is working and what is not and why?
• Should I add features or expand to other platforms?
• Why are conversion rates lower on mobile?
16
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©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
18. Users have high expectations of mobile
90%
85%
80%
80%
70%
60%
50% 47%
40%
30%
20%
10%
0%
Experience on the Experience should be Experience should be
phone should be better better than or equal to better than or equal to
than in-store in-store using laptop or desktop
17
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Source: 2011 Harris Tealeaf Technology, Inc. All of Mobile Transactions for Tealeaf
19. Poor Experience Matters
Mobile financial service
capabilities had more impact
on a consumer’s decision to
select a bank than….
the availability of online
banking, access to ATMs or
nearby branches.
Source: Mercatus LLC and Visa Inc. Dec 2010 study
18
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©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
20. Poor Experience Matters
63% of users would be less likely to buy
from the same company via other purchase
channels (online, in store) if they encountered
a mobile transaction problem.
84% of users experienced problems when
conducting online transactions on mobile
devices.
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
19
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©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.
21. Bad customer
experiences are more
dangerous than ever
20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
22. 78% of users who
encounter problems
completing mobile
transactions share those
experiences with others
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23. How do you find out about
bad customer experiences?
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24. Will Good Customer Experience
Help my Bottom Line?
Some Examples
23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
25. Online Financial Services
Mortgage calculator fix leads to $2M in additional annual revenue
Speculated visitors struggled with mortgage
Problem rate calculator but couldn’t validate issue.
Discovered back-end system issue wasn’t
recognizing use of commas in loan
Solution amount field and disqualified loan
amounts incorrectly.
Results Issue resolved with back-end fix, realized
over $2M in annualized benefit.
24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
26. Travel site
Outbound Sales Team Now Accounts for 20% of Revenue
Tealeaf helped inbound sales
Problem representatives but company wanted to
proactively improve conversion and
bookings.
The travel company converted 6 inbound
Solution reps to outbound to contact customers
that struggled with bookings.
Arming this small team with Tealeaf,
Results flight conversion doubled to 30% and
now accounts for 20% of revenue.
25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
27. What Should I be Doing?
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28. #3:
Multi-Channel
#2: Optimization
Proactive Institutionalizing
Monitoring CEM across the
#1: Putting new enterprise
processes in
Reactive
place for CEM
Problem
Resolution
Improving
Existing
Processes
Tealeaf CEM Maturity Model
27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
29. Step 1: Define your online goals
• Increase registration rates from Mobile apps users?
• Increase the number of products purchased?
• Improve self service capabilities of your site (reduce contact center calls)?
• Reduce checkout abandonment rate?
• Follow up on complaints received via feedback survey?
28 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
30. Step 2: Understand your entire user base
Online
Channel
Offline
Channel
29 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
31. A Mobile example: Understand your user base
• User Behavior
– Screens Viewed, Referring Screen
– Text Field, Text Field Value
– Touches, Motion
– Etc.
• Environmental
– Site & App Version, OS version,
Device Model
– Device Orientation
– Carrier, GPS
– Etc.
• Application Health
– Exceptions, Crash
– Server Connection Success/Errors
– Etc.
30 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
32. Step 3:
Know what to measure to make smarter decisions
Identify your Key Performance Indicators
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33. Example of business measure: New accounts opened
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34. Example of business measure: e-commerce site KPIs
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35. Example of technical performance: Application errors
Early warning system into customer struggle
Cross-channel visibility into key metrics
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36. Example of customer listening measures
Early warning system into customer struggle
Cross-channel visibility into key metrics
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37. Example of usability measures
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38. Step 4A: Optimize your site
› Develop new goals, measure and improve
performance across
• All user channels
• All geographies
• Around the clock
37 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
39. Step 4B: Monitor progress regularly
38 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
40. Summary of recommendations
Step 1: Develop goals
• What are your key online goals
Develop
Step 2: Understand your user base goals
• All online services (mobile apps,
mobile web, desktop web, contact
center, social media)
Optimize Understand
your site your users
Step 3: Know what to measure
• Identify Key Performance Measures
• Identify and eliminate customer
struggle (not just site errors) Know what
to measure
Step 4: Optimize your site
• Develop goals, measure and improve
performance
• Monitor regularly
39 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
41. Improving customer experience:
Key takeaways
1. Better visibility into customer
issues
2. Faster trouble isolation and
resolution
3. Higher customer satisfaction
4. Identify new service
opportunities
If you don’t, your competition will
40 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
42. Thank You
Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
Twitter: JanetJaiswal
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.