Our ‘Understanding the Customer Experience’ Whitepaper provides an insight into companies’ understanding of customer experience, from initial awareness to abandoned shopping carts. http://bit.ly/Pzl5JY

1. Understanding
The
Online
Customer
Experience
A SlideShare by Tealeaf, an IBM Company
based on findings from Econsultancy’s 2012
Reducing Customer Struggle Survey

2. INTRODUCTION
Good
customer
experience
is
cri&cal
to
posi&ve
brand
percep&on.
But
companies
are
struggling
to
understand
the
online
customer
experience.
And
while
a
number
of
technologies
are
being
deployed
to
be<er
the
understanding,
there
are
barriers.
2 © 2012 IBM Corporation

3. Source: Econsultancy s Reducing Customer Struggle 2012 report in association with Tealeaf

4. How
well
do
companies
understand
the
online
customer
experience?
Most
companies
have
a
good
understanding
of
how
people
70%
of companies have
become
aware
of
their
brand
limited to no
or
website
(71%).
understanding why
online customers
don’t convert ...
But
limited
or
no
... and yet
understanding
of
behaviors
of
different
visitor
types
(57%)
or
why
they
leave
the
site
83%
consider this very
without
conver<ng
(70%).
valuable information
4 © 2012 IBM Corporation

5. How
well
do
companies
understand
the
online
customer
experience?
Understanding
why
customers
abandon
shopping
carts
or
leave
without
conver<ng
are
considered
two
of
the
most
valuable
insights
into
online
behavior.
62%
of
companies
would
consider
the
behaviors
of
different
visitor
types
very
valuable
informa&on
5 © 2012 IBM Corporation

6. How
well
do
companies
understand
the
online
customer
experience?
So
why
do
companies
have
a
knowledge
gap
at
the
conversion
end
of
the
online
customer
journey?
85% 84%
consider
why
customers
say
the
same
of
why
abandon
shopping
carts
quite
customers
leave
or
very
difficult
to
ascertain
without
conver<ng
6 © 2012 IBM Corporation

7. How
well
do
companies
understand
the
online
customer
experience?
Source: Econsultancy s Reducing Customer Struggle 2012 report in association with Tealeaf 7

8. How
can
businesses
work
to
beBer
understand
the
online
customer
experience?
The
3
most
widely
adopted
tools
used
to
understand
the
online
customer
experience
are:
Web analytics
Online feedback forms
Online surveys
8 © 2012 IBM Corporation

9. 91%
of companies use
web analytics to
understand the online
customer experience
9 © 2012 IBM Corporation

10. How
can
businesses
work
to
beBer
understand
the
online
customer
experience?
But
companies
are
increasingly
valuing
the
integra&on
of
qualitaDve
methods
for
understanding.
54%
consider
usability
/
heatmaps
an
effec&ve
way
visualizing
onsite
customer
experience
BUT
only
a
third
are
deploying
them
The
uptake
of
digital
experience
(session)
replay
has
more
than
doubled
in
the
past
year.
10 © 2012 IBM Corporation

11. CONCLUSION
 There’s
value
in
understanding
the
online
user
journey
 Qualita&ve
methods
help
to
be<er
understand
the
user
journey
and
reduce
customer
struggle

An
integrated
approach
is
needed
to
iden&fy
and
address
issues
with
the
customer
experience
11 © 2012 IBM Corporation

12. About
Tealeaf,
an
IBM
company
Tealeaf,
an
IBM
Company,
is
a
leading
provider
of
digital
customer
experience
management
and
customer
behavior
analysis
solu&ons.
Tealeaf
solu&ons
enable
companies
to
be<er
understand
the
“why”
of
a
customer’s
online
and
mobile
interac&ons
to
enhance
the
customer
experience.
The
acquisi&on
of
Tealeaf
extends
IBM’s
exis&ng
quan&ta&ve
web
and
digital
analy&c
capabili&es
in
Coremetrics
and
Unica
solu&ons
with
qualita&ve
analy&cs
capabili&es
to
record,
replay
and
analyze
a
customer’s
digital
interac&ons.
Tealeaf
was
acquired
by
IBM
in
June
2012.
For
more
informa&on,
please
visit
www.tealeaf.com.
12 © 2012 IBM Corporation

13. About
Econsultancy
Econsultancy
is
a
global
independent
community-­‐based
publisher,
focused
on
best
prac&ce
digital
marke&ng
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
reten&on
rate.
We
help
our
members
build
their
internal
capabili&es
via
a
combina&on
of
research
reports
and
how-­‐to
guides,
training
and
development,
consultancy,
face-­‐to-­‐
face
conferences,
forums
and
professional
networking.
13
© 2012 IBM Corporation

14. 14 © 2012 IBM Corporation