Problems Or Issues With The Online Customer Experience

Problems Or Issues With The Online Customer Experience

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

© 2012 IBM Corporation 2

Most people have had a less than desirable or frustra;ng experience of a malfunc5oning website. This slideshare explores problems, solu;ons and implica;ons of online customer experience.

INTRODUCTION


What are the problems associated with online customer experiences?

26% consider it to be a particularly serious issue

... but

A quarter of companies

63% of businesses consider bad naviga)on / poor ‘findability’ as the most common problem with their website, as well as the most serious issue (54%).

cite checkout problems as a common issue with their site …

only


What’s the most effec;ve way of iden;fying these issues?

SoHware and tools can help companies iden5fy issues in the customer journey.

Some of the most effec5ve methods are:

  Digital experience (session) replay

  Calls to customer service team

  Usability / Heatmaps


of companies would consider digital experience (session) replay as the most effective way of identifying problems or issues with the online experience 57%

How well do companies understand the online customer experience?

BUT only 17% are actually deploying the technology

© 2012 IBM Corporation

Email / calls to the call center s5ll represent a significant propor5on (78%) of how online problems are iden5fied.

8

How well do companies understand the online customer experience?

53% of companies use social media as a method for identifying problems with the online experience

33% consider this an effective method

but only


... In other words, mul5ple consumer touch points serve to reinforce the need for a joined-‐up approach to discovering and resolving issues with customers’ online experiences.


What does this mean for companies?

of companies are unable to quantify the impact of checkout problems on revenue 61%

And 85% of companies don’t understand the impact that site problems have on conversion rates


So how can businesses assess the severity when they are unable to measure their impact on conversion?

of companies can quantify how much online revenue is lost through site abandonment due to poor online user experience

Only 7%


Make full use of the host of methods and tools available Establish processes for assessing business impact Establish formal structures to improve customer experience and conduct regular evalua5ons

Customer Experience Management Top Tips!

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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 solu5ons. Tealeaf solu5ons enable companies to beWer understand the “why” of a customer’s online and mobile interac5ons to enhance the customer experience. The acquisi5on of Tealeaf extends IBM’s exis5ng quan5ta5ve web and digital analy5c capabili5es in Coremetrics and Unica solu5ons with qualita5ve analy5cs capabili5es to record, replay and analyze a customer’s digital interac5ons. Tealeaf was acquired by IBM in June 2012. For more informa5on, please visit www.tealeaf.com.


About Econsultancy Econsultancy is a global independent community-‐based publisher, focused on best prac5ce digital marke5ng 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 reten5on rate. We help our members build their internal capabili5es via a combina5on of research reports and how-‐to guides, training and development, consultancy, face-‐to-‐face conferences, forums and professional networking.


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Problems Or Issues With The Online Customer Experience