Channel  Investment    And  Integra1on  

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

© 2012 IBM Corporation 2

Business-­‐consumer  rela/onships  are  becoming  digital.      And  businesses  have  to  work  hard  to  ensure  online  and  mobile  experiences  meet  high  consumer  expecta1ons.    

INTRODUCTION  

© 2012 IBM Corporation

Companies  are  upping  digital  investment.  

Only a minority (29%) plan to invest more in call centers, but 78% state online experience issues are highlighted via this channel

How  is  the  shi@  in  customer  channel  usage  impac1ng  investment?      

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77% of companies plan to increase investment in mobile

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How  is  the  shi@  in  customer  channel  usage  impac1ng  investment?  

49%

56% The quality of customer experience in call centers dropped between 2011 and 2012 from 56% to 49%

.  *Is  there  a  way  of  turning  these  into  a  graphic  with  an  arrow  showing  the  drop  from  56%  down  to  49%?    The  quality  of  customer  experience  for  mobile  has  improved  significantly  (from  9%  to  18%  between  2011  and  2012).  *  Is  there  a  way  of  turning  these  into  a  graphic  with  an  upward  arrow  showing  the  liP  from  9-­‐18%?  

The quality of customer experience for mobile has improved significantly (from 9% to 18% between 2011 and 2012)

9% 18%

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6% of companies describe their multichannel experience as excellent

Only

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Is  consistency  of  experience  being  factored  in?  

There  is  a  lack  of  integra1on  between  channels.    Only  4%  rate  their  overall  online  customer  experience  as  excellent;  this  drops  to  just  3%  for  mobile.        

of businesses have no real offline visibility of how individual customers engage with their website

61%

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Less  than  a  third  of  companies  have  regular  communica/on  between  their  online  team  and  call  center.        The  amount  of  companies  with  no  communica1on  between  their  online  team  and  call  center  doubled  in  the  past  year.    

How  well  do  companies  understand  the  online  customer  experience?  

58% are not measuring the resolution of issues surrounding poor online customer experience

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Provide  a  seamless  customer  experience    Gain  visibility  across  all  consumer  touch  points    Spread  your  investment  wisely  

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3  1ps  for  providing  an  impressive  mul1channel  experience:    

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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.    

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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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