Bad customer experiences in your digital channels are more dangerous than ever and are often the reason behind low conversion rates. For any online businesses facing pressure to increase revenue and reduce costs, Customer Experience Management is an essential. In this session you will learn how IBM Tealeaf solutions let you see your digital channels, including mobile, through the eyes of your customer - using groundbreaking technology that capture and record every digital customer interaction. Presenter: Mike Saar, Sales Director, Thielgaard Mortensen. Mer från dagen på http://bit.ly/sb13se

1. Customer experience in the
virtual world
Supplementary
Presentation
Your Host:
Mike Saar
Theilgaard Mortensen
Copyright Theilgaard Mortensen 2013

2. A thought: every day struggles
• Each day eCommerce businesses subject their
customers to obstacles that prevent site success
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•
•
•
•
inappropriate errors
broken processes
faulty navigation, and form validations
unreliable log-ons
ineffective product searches
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

3. Customer experience damage
• Your faulty sites cause 3 R’s:
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•
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Revenue loss
Reputational damage
Repeat business reduction
• And yet NOTHING is being done about this...
• WHY?
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

4. Mobile examples…
All of these are examples
of OBSTACLES to
CUSTOMER SUCCESS
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

5. Working in the dark
• You have no practical tools to help...
•
•
See effectiveness of your designs
Understand what your customers actually do
– Walk in the shoes of your customers
– Monitor their real success or failure
• Quantify the revenue risk of these challenges
• Constantly fooled by ineffective analytics
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

6. Data vs Experience?
WHY (Tealeaf)
WHAT (Web Analytics)
WHAT
Manchester United
Manchester City
2
1
Scorers:
Nani:
Kompany:
Rooney:
16
19
89
How it happened…
Full visibility...
Context...
JUST DATA
REAL PERSPECTIVE
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

7. Opportunity costs...
• Your lack of insight loses money every day...
• sales uncompleted at last step
• abandoned baskets due to user frustration
• technical errors killing sales success
• process problems preventing progress
• useless navigation or searches = exiting users
• sites not suitable for common OS / browser combos
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

8. What do we typically see?
• Technical problems that should not surface with
customers
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–
–
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Processes that are faulty
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–
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Unhandled errors
Validation errors
Performance errors
Poor design
Functionally inadequate
Service functions that fail
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–
–
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Ineffective FAQ
Inappropriate chat pop-ups
Poor navigation to relevant and useful help
Service avatars that frustrate
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

9. Be customer centric!
• If eCommerce would only apply the knowledge from
Customer Service disciplines...
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•
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Make contact easy
Remove obstacles to success
Seek to delight the customer
Do things right first time
Measure, identify, evaluate, fix, measure...
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

10. Answers in customer visits
• Every customer visit is an opportunity to learn...
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•
•
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What works
What fails
The impacts
The costs
• Now if only I could see that stuff... And understand WHY
not WHAT!
Copyright Theilgaard Mortensen 2013
Copyright Theilgaard Mortensen 2013

11. Thank you!
mjs@tmnet.dk
Mike Saar
Copyright Theilgaard Mortensen 2013