Presentation at the Mobile Payments Conference in SF, CA. Results of studies that show an increase is user expectations for mobile channel & best practices on how to improve customer experience for the mobile channel.

1. Experience Your Customers
The Leader in Customer Experience Management
Creating a Compelling
Mobile User Experience
Mobile Payments Show
May 17, 2012
Janet A. Jaiswal
Sr. Director of Global Product Marketing
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

2. Tealeaf is the leader in online
customer experience management
• ~450 Enterprise Customers
• 7 of the 10 largest US banks
• Founded in 1999 and based in San Francisco, CA
• Increase website and mobile conversion and
adoption rates
• Improve customer satisfaction and retention
• Reduce IT and Support costs
• Improve customer service efficiency
Improving online customer relationships
one experience at a time
1 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

3. Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100
More E-business
Financial Services Retail Travel Insurance Leaders
Including 1/3 of all Including 25% of the Including more than Telco, Pharma,
Including 7 of the 10 Utilities, etc. with
Internet Retailers > leading Travel 40 P&C Insurance
Largest U.S. Banks B2C & B2B Sites
$100M Providers & Portals Companies
Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
2 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

4. Mobile Trends & the User Experience
3

5. Mobile adoption and user expectations
skyrocket
4

6. We sold more smartphones than PCs last year
Tablets alone will surpass PC sales in 2 to 3 years
5

7. Global Internet users will double over the
next few years and most will be mobile
Fixed Mobile
3000
2500
2000
Consumer
Broadband
Connections
(millions) 1500
1000
500
0
2005 2010 2015
Source: BCG, Mary Meeker, KPCB, Morgan Stanley, Berg Insight
6

8. Squeeze Play
• Android vs.
iOS is not as
close as it
looks
• Developers
prefer iOS
• Android is
fragmented
It’s a two horse race in the OS world
• iOS is where
the money is
7

9. What’s the future of the mobile platform?
• Android gets it
act together, OR
• Microsoft
completes a Hail
Mary pass, OR
• HTML5 nukes
native apps, OR
• Apple will take
over the world
8

10. Bad Mobile Experiences = Real Consequences
@xxxx *sigh* So
depressing. Why
do this?
--------------------------
“A bad review in the
app store scars your
app for life”
– Mobile Orchard (leading iOS
Blog)
9

11. What does this mean for adoption and
conversion in your business…
10

12. Mobile Commerce is Skyrocketing
217% increase in Tweets about
mobile shopping on Black Friday
11

13. Expectations vs. Realities
85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than using a laptop
or desktop computer
Yet 41% of comments about the
top mobile companies expressed
frustration
12

14. Top Consumer Struggles
1. Inability to complete a transaction
2. Search functionality
3. User interface
63% of all online adults would be less likely
to buy from a company via other purchase
channels if they experienced a problem
conducting a mobile transaction.
13

15. Mobile Commerce: Utter Frustration
@bevan - _____ mobile is down. Not letting me
checkout. CS says it's a known problem. On
BlackFriday? I just missed two deals!!
@gdomdom - @_____ Your app sucks for trying
to to shop!!! Get your mobile act together
@christenfolsen - Dear _____, please fix the
mobile version of your website or I am going to
kill you.
14 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

16. Best Practices
15

17. Best Practice: Know your users
› Mobile users contact a company
through multiple channels such as
desktop web, call center, in store etc.
• What is mobile’s role?
› Understand more than just user
demographics
• Geography, gender, age, income etc.
16

18. Experience your customers
✓ Device Gestures and User Behavior
✓ Network Reachability
✓ Application crashes
✓ User Feedback
17

19. Best Practice: Simplify the User Experience
✓ As the research shows, only 17
percent of mobile users feel the ease
of use is what they would expect.
✓ There’s a huge opportunity to make
ease of use a competitive
advantage, whether for mobile sites
or apps.
18

20. Simplify the User Experience, Part 2
✓ Move from doing things because they
are cool to doing things that help
customers buy on mobile devices.
✓ Think twice before opting for complex
processes and always consider your
mobile service from the perspective of
your customers.
✓ For instance, consider implementing
forms that shift orientation from vertical
to horizontal in order to enable easier
data entry.
19

21. Mobile input mechanism is different
20

22. Simplify: KISS
21

23. Make it easy: Design for mobile
22

24. Best Practice: Obtain Continuous Feedback
✓ Customers have lots of ways of
telling you (and everyone else) what
works and what doesn’t—app store
reviews, surveys, focus groups,
Twitter, Facebook, etc. They are
sharing critical information.
✓ Be open to learning and optimizing
from what they are saying.
23

25. Listen: Reviews, Tweets, FB = VOC
24

26. Incorporating user feedback quickly stops
the damage from spreading
25

27. Best Practice: Measure What Matters
✓ Don’t send users to your
competitors; measure and improve
✓ Know what to fix and it’s priority;
find issues and quantify its business
impact
26

28. Measure what matters
✓ Identify Key Performance Indicators for your
company or business process
• Time to select a payment mechanism
• # of steps to complete checkout
• Percentage of completed money transfers
27

29. Summary
› Mobile growth is skyrocketing
› User expectations are high
› Many mobile sites and apps are not meeting
user expectations
› Users are frustrated
› Best Practices
1. Know your users
2. Simplify the user experience
3. Obtain & incorporate continuous feedback
4. Measure what matters
28

30. Experience Your Customers
The Leader in Customer Experience Management
Questions?
Janet A. Jaiswal
Sr. Director of Global Product Marketing
jjaiswal@tealeaf.com
Twitter:@JanetJaiswal
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.