Understanding The Online Customer Experience

Understanding 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

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.

INTRODUCTION

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


Most companies have a good understanding of how people become aware of their brand or website (71%). But limited or no understanding of behaviors of different visitor types (57%) or why they leave the site without conver<ng (70%).

How well do companies understand the online customer experience?

83% consider this very valuable information

... and yet

of companies have limited to no understanding why online customers don’t convert ...

70%


Understanding why customers abandon shopping carts or leave without conver<ng are considered two of the most valuable insights into online behavior.

of companies would consider the behaviors of different visitor types very valuable informa&on 62%



So why do companies have a knowledge gap at the conversion end of the online customer journey?


85% consider why customers abandon shopping carts quite or very difficult to ascertain

84% say the same of why customers leave without conver<ng

7 Source: Econsultancy’s Reducing Customer Struggle 2012 report in association with Tealeaf


© 2012 IBM Corporation

The 3 most widely adopted tools used to understand the online customer experience are:

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How can businesses work to beBer understand the online customer experience?

Web analytics

Online surveys Online feedback forms


91% of companies use web analytics to understand the online customer experience


But companies are increasingly valuing the integra&on of qualitaDve methods for understanding. The uptake of digital experience (session) replay has more than doubled in the past year.

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How can businesses work to beBer understand the online customer experience?

consider usability / heatmaps an effec&ve way visualizing onsite customer experience BUT only a third are deploying them 54%


 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

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CONCLUSION


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.


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.


Technology

Understanding The Online Customer Experience