Mobile Customer Experience

Mobile  Customer  Experience  

A slideshare by Tealeaf, an IBM Company based on findings from Econsultancy’s 2012 Reducing Customer Struggle Survey

© 2012 IBM Corporation 2

43%  of  companies  are  seeing  products  purchased  via  mobile  devices.    Mobile  is  now  a  crucial  touch  point    for  consumers.  

INTRODUCTION  

© 2012 IBM Corporation 3

3/4  of  companies  now  have  a  mobile  op<mized  site.      More  than  half  have  an  iPhone  app  and  29%  have  tablet  apps.    

INTRODUCTION  

© 2012 IBM Corporation

of companies rate their understanding of the mobile user experience as poor

33%

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Where  does  mobile  fit  in  the  customer  journey?  

58% of companies are seeing customers use mobile devices to research products for later purchase online

Mobile  commerce  is  changing  the  customer  journey.  

© 2012 IBM Corporation

Smartphone  and  tablet  prolifera<on  is  increasing  mobile  channel  traffic.    35%  of  companies  say  mobile  accounts  for  up  to  20%  of  web  visitors.    

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48% now  see  more  than  10%  of    web  traffic  come  via  mobile  

How  well  do  companies  understand  the  mobile  customer  experience?  

© 2012 IBM Corporation 8

88%  of  companies  are  segmen<ng  mobile  visitors  by  the  device  or  plaGorm.    

43% track the value of mobile visitors

How  well  do  companies  understand  the  mobile  customer  experience?  

© 2012 IBM Corporation 10

How  well  do  companies  understand  the  mobile  customer  experience?  

A  minority  of  firms  track  qualitaIve  mobile  data.  This  explains  why:  

have a poor understanding of the mobile user experience

see their mobile user experience as poor

25% 33% of companies rate their understanding of mobile user experience as poor

1/3

© 2012 IBM Corporation 11

How  well  do  companies  understand  the  mobile  customer  experience?  

36%  see  screen-­‐sizing  issues  as  the  most  serious  problem  encountered  by  customers  on  mobile  devices.      Bad  naviga0on  /  poor  findability  are  considered  the  next  most  serious  issues.  

© 2012 IBM Corporation

Only 11%

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Customer  issues  at  the  purchase  end  of  the  sales  funnel  are  not  considered  key  concerns.  

consider checkout problems a serious issue

How  well  do  companies  understand  the  mobile  customer  experience?  

consider payment problems to be a high level concern for customers

while

just 9%

© 2012 IBM Corporation 14

Make  mobile  customer  experience  a  priority  

Mobile  OpImizaIon  Top  Tips!  

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Deploy  an  integrated  mix  of  qualita<ve    and  quan<ta<ve  mobile  tracking  metrics  

Iden<fy  and  prevent  issues  

Invest  wisely  across  all  channels  

Link  your  channels    

© 2012 IBM Corporation 15

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  beUer  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.    

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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.              

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