Upload
janet-jaiswal
View
701
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Presentation of how real-time customer experience management for mobile services enables companies to avoid costly business impact, negative ratings and brand risk. Results from the 2011 Harris Interactive survey on user reaction to their experience on mobile devices are also shown.
Citation preview
M-commerce: Experience Matters
September 9, 2011
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
September 9, 2011
9:00 – 9:30 AM
Janet Jaiswal
Agenda
›What does Customer Experience mean?
›Why does it matter?
› How does Customer Experience help my bottom line?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1
›What should I be doing?
› Example of customer experience measurements
› Q&A
Tealeaf is the Leader in OnlineCustomer Experience Management
• 400+ Enterprise Customers; 30% of Fortune 100
• 7 of the 10 largest US banks
• Increase mobile and web conversion rates
• Improve customer satisfaction and retention
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.2
• Improve customer satisfaction and retention
• Reduce IT and support costs
• Improve customer service efficiency
Improving online customer relationships
one experience at a time
What Does Customer Experience Mean?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.3
Customer Experience Mean?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.3
92:1
Companies typically spend $92 to bring customers
to their site.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.4
92:1But only $1
to convert them.
© 1999 - 2011 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.4
Removing obstacles to customer success
Usability issues
Perfect the online experience by:
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.5
Usability issues
Application issues
Site errors
System issues
5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Why Does Mobile Customer Experience Matter?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.6
Customer Experience Matter?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.6
Mobile Challenges
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.77 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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?
Users have high expectations of mobile
47%
80%
85%
50%
60%
70%
80%
90%
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.88
0%
10%
20%
30%
40%
Experience on the
phone should be better
than in-store
Experience should be
better than or equal to
in-store
Experience should be
better than or equal to
using laptop or desktop
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
Poor Experience Matters
Mobile financial service capabilities had more impact on a consumer’s decision to select a bank than….
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.99 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
select a bank than….
Source: Mercatus LLC and Visa Inc. Dec 2010 study
the availability of online banking, access to ATMs or nearby branches.
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.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1010 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
84% of users experienced problems when
conducting online transactions on mobile devices.
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
Problems encountered in the mobile channel
Unable to complete a
App/ website was
difficult to navigate
Received an error
message
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.11
0% 10% 20% 30% 40% 50%
Automatically kicked off
Trouble logging in
Unable to complete a
transaction due to an
endless loop
Bad customer experiences are more dangerous than ever
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1212 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
78% of users who
encounter problems completing mobile transactions share those experiences with others
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1313 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
How do you find out about bad customer experiences?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1414 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Will Good Customer Experience Help my Bottom Line?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.15
The Benefit of Becoming Customer
Centric?
$3M+ per year*
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.16
$3M+ per year*
Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 2010
The Benefit of Becoming Customer Centric
Customer Experience (CXP) Leaders vs. Laggards
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.17
Source: Forrester Research Analyst Harley Manning’s blog: http://blogs.forrester.com/harley_manning/10-03-19-cxpi_vs_stock_performance
Enterprise-wide Benefits
1%+ improvement in customer retention rates from better site experience.2
3
3.5%+ increase in site conversion rates.1
0.5%+ improvement in average order value from better customer experience.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.18
60%+ reduction in IT and development costs associated with problem reproduction and resolution.
3
10%+ reduction in IT and development costs associated with better prioritization of site projects and project avoidance.
5
value from better customer experience.
4
18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
What Should I be Doing?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.19
Know your mobile customers
Measure
• All online services (mobile apps, mobile web, desktop web, contact center, social media)
• Identify what you want to measure
Learn
• Understand your user base
Measure
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.20
• Understand your user base
• Identify and eliminate customer struggle (not just site errors)
Optimize
• Develop goals, measure and improve performance
– Key Performance Indicators
› Acquisition?
› Engagement and retention?
› Monetization?
LearnOptimize
Understand your entire mobile environment
• User Behavior
– Screens Viewed, Referring Screen
– Text Field, Text Field Value
– Touches, Motion
– Etc.
• Environmental
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.21
• Environmental
– Site & App Version, OS version, Device Model
– Device Orientation
– Carrier, GPS
– Etc.
• Application Health
– Exceptions, Crash
– Server Connection Success/Errors
– Etc.
Identify your Key Performance Indicators
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.22
Know what to measure to make smarter decisions:
New accounts opened
Total Payments Sent
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.23
Know what to measure to make smarter decisions:
Conversion by Channel
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.24
Early warning system into customer struggle
Cross-channel visibility into key metrics
Know what to measure to make smarter decisions:
New Release Errors
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.25
Early warning system into customer struggle
Cross-channel visibility into key metrics
Improving customer experience:Key takeaways for mobile
1. Better visibility into customer issues
2. Faster trouble isolation and resolution
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.2626 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
If you don’t, your competition will
resolution
3. Higher customer satisfaction
4. Identify new service opportunities
Thank You
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Janet A. JaiswalSr. Director of Product [email protected]