Our ‘Problems and Issues with the Online Experience’ Whitepaper highlights the website pain points encountered by businesses and customers. http://bit.ly/QOYv0I

1. 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

2. INTRODUCTION
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.
2 © 2012 IBM Corporation

3. What
are
the
problems
associated
with
online
customer
experiences?
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%).
A quarter of only
companies
cite checkout problems
as a common issue
... but 26%
consider it to be a
with their site … particularly serious issue
3 © 2012 IBM Corporation

5. 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
5 © 2012 IBM Corporation

7. How
well
do
companies
understand
the
online
customer
experience?
57%
of companies would consider
digital experience (session)
replay as the most effective way
of identifying problems or issues
with the online experience
BUT only 17% are actually deploying
the technology
7 © 2012 IBM Corporation

8. How
well
do
companies
understand
the
online
customer
experience?
Email
/
calls
to
the
call
center
s5ll
represent
a
significant
propor5on
(78%)
of
how
online
problems
are
iden5fied.
53%
of companies use social media as a
method for identifying problems with
the online experience
but only
33% consider this an effective method
8 © 2012 IBM Corporation

9. ...
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.
9 © 2012 IBM Corporation

11. What
does
this
mean
for
companies?
61%
of companies are
unable to quantify the
impact of checkout
problems on revenue
And 85% of companies don’t
understand the impact that site
problems have on conversion rates
11 © 2012 IBM Corporation

12. So
how
can
businesses
assess
the
severity
when
they
are
unable
to
measure
their
impact
on
conversion?
Only 7%
of companies can quantify how much online
revenue is lost through site abandonment due
to poor online user experience
12 © 2012 IBM Corporation

13. Customer
Experience
Management
Top
Tips!
1 Make
full
use
of
the
host
of
methods
and
tools
available
2 Establish
processes
for
assessing
business
impact
3 Establish
formal
structures
to
improve
customer
experience
and
conduct
regular
evalua5ons
13 © 2012 IBM Corporation

14. 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.
14 © 2012 IBM Corporation

15. 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.
15
© 2012 IBM Corporation

16. 16 © 2012 IBM Corporation