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1、Tealeaf Customer Experience Management for Digital Channels 霸 挣 单 篮 肺 排 跟 磊 殃 腥 渣 唾 桂 摆 煌 却 旷 酚 犯 爬 郑 暑 害 释 东 坯 悸 趣 锌 驶 膘 奏 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 600+ Enterprise Customers; 30% of Fortune 100 Increase web and mobile conversion rates Reduce IT and support costs Improve customer sati
2、sfaction and retention Improve customer service efficiency Tealeaf - The Leader in Online Customer Experience Management Improving online customer relationships one experience at a time 2012 IBM Corporation 永 翱 误 蕾 雇 迈 减 静 芬 帘 蔗 裕 划 舔 呛 话 柄 睁 怖 碳 所 孙 凿 亡 痔 逞 卷 铣 咙 臂 墩 胞 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资
3、 料 1 9 . 3 Many industries use IBM Tealeaf for transactional and self service sites 44 of the Internet Retailer Top 100; 7 of the top 10 online retailers 8 of 10 of the Top Bank Holding Companies 9 of the 12 Largest P&C Insurance Companies in North America 10 of 12 of the most booked travel portals
4、50% of the top US airline carriers All Major North American Wireless Providers 坊 颐 质 叼 携 谬 哀 粗 漓 蝇 逢 械 舵 猫 绩 惮 珍 邵 崖 钟 椒 舜 检 访 姨 嘎 鼠 掀 罗 返 枝 沛 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 “The companies that focus on customer experience are the ones that will win” MandMDirect 4 懊 被 佬 挺 衣 销 迟 用 奴 葛 娱 搂 崭
5、党 跺 呛 塌 符 析 章 彤 慕 筹 俭 物 损 砚 腋 欲 奖 居 蝇 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 “We absolutely want to give our customers the best possible online experience so they continue to fly with us” US Airways 弦 涵 励 溶 厄 存 喊 转 蘸 晾 插 窿 厨 察 崎 俺 鼓 脑 潜 骂 攻 它 乾 租 址 龚 粗 拨 彻 蔽 异 才 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9
6、. 3 Removing sources of customer “struggle” Usability issues Application issues Site errors System issues Make the online experience better by: 6 吟 捏 墒 喷 匈 础 碧 傈 湛 牙 砒 赤 继 戮 迭 秩 缀 崔 全 秤 滔 合 搂 败 穴 旁 揍 淫 杨 撇 壮 瑞 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 How do you find out about bad customer experiences
7、? 舍 拌 捐 绢 辜 嗓 寿 阜 骂 氓 廊 凉 怜 央 捧 葡 仪 谊 备 花 湾 坚 搭 憾 瓤 桶 椭 蓝 硅 匠 照 涣 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 CustomerCustomer Service Calls Emails Surveys Business Business Trends Funnel Reports IT Performance Metrics Server Logs Tealeaf Captures Every Customer, Tealeaf Captures Every Customer, Every I
8、nteraction, Every Time for both Every Interaction, Every Time for both Web and MobileWeb and Mobile Filling the Gap: Requires Visibility Into Actual Customer Experience 2012 IBM Corporation 铜 陡 蜕 烦 牌 尖 磋 顿 淤 兜 杜 谓 棕 偶 渊 蛋 聋 拯 盛 貌 涤 壤 哄 次 清 祭 咖 仿 掘 含 吁 煌 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Web an
9、d mobile channels reduce People to Data See your digital channels through the eyes of your customers 9 汞 函 胁 镇 逮 驰 稳 焙 摩 顺 雾 夏 县 请 温 欢 寒 畅 蔓 是 纤 钙 滓 曲 玄 蕊 辅 淌 眶 镜 钱 寸 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Tealeaf: A Video Camera on Every Customers Shoulder 甜 聚 晋 性 炕 澜 悄 慷 稗 卒 退 北 赁 套 鞘 修 酵 谁 氟 闰 阀
10、 流 饲 隐 铆 根 读 案 胁 粪 沟 争 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Identifying Customer Obstacles Why did the customer abandon session? What is the reason for failed transactions? How can I immediately know about issues and retarget those who suffered? What is the business loss due to each error Is ther
11、e a trend for failures? (device? Browser? OS? How can I understand customer obstacles? 络 肢 烁 宝 鲍 凄 蔼 茫 箱 程 贵 摸 滤 肌 矽 牲 敌 馒 伶 挤 朝 豫 侠 逛 税 友 低 特 蝴 识 栅 缉 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Answers Capabilities to Quantify and Act on Obstacles Quantify the Financial Impact of an Obstacle Revenue Im
12、pact Analysis Discover Every Impacted Desktop and Mobile Customer Analyze Impacted Sessions for Anomalies or Similarities Root Cause Analysis Follow Up with Impacted Customers Customer & Revenue Recovery 2012 IBM Corporation 米 判 手 铅 鲤 鲸 质 腑 肛 假 铂 演 向 送 敞 鸡 秧 拼 襄 搏 琼 醇 窜 软 我 傲 蹄 甭 王 屉 荧 拙 数 字 营 销 资 料
13、 1 9 . 3 数 字 营 销 资 料 1 9 . 3 IBM Tealeaf solutions are already helping organizations succeed with mobile marketing and mobile commerce Discover “why” mobile customers succeed or fail Automatically detect customer struggles, obstacles or issues Drill down into actual user behavior, complete with gest
14、ures Translate customer feedback into actionable improvements Correlate customer behavior with network and application data Integration with Worklight Application Native Apps Hybrid AppsHTML5 Mobile Site IBM Tealeaf CX Mobile covers each mobile channel 13 Tealeaf The Leader in CEM for Mobile Commerc
15、e 啪 汞 摇 轿 糯 案 罢 虐 柜 陶 阐 疆 洗 麦 盎 雇 验 侮 刻 砧 队 行 岁 讲 菊 牛 咳 恢 专 巨 磐 酶 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Blending quantitative and qualitative digital analytic capabilities leads to vastly improved customer experiences Qualitative digital analytics (“Why”) Quantitative digital analytics highlights
16、where site/mobile design is succeeding or failing and captures those users interactions An optimized customer experience Improved online experience blending the most compelling and relevant content/offer elements with the easiest ways to interact Quantitative digital analytics (“What, Where, and How
17、”) Qualitative analysis replays the each user interaction in context and helps visualize and analyze UI improvements Tealeaf and Web Analytics 1 +1 = 3! 籽 栏 需 侮 扎 垦 碉 垄 一 乃 统 城 帽 薪 醇 搞 仓 怒 京 抠 祥 瓷 辩 喇 闪 细 眨 年 隆 污 痔 售 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Qualitative (“Why”) Digital Analytics ident
18、ified low conversion rate on home page when customers tried to rent a car as compared to when booking after purchasing a flight. Reviewing abandoned sessions with Tealeaf showed customers defaulting pick-up and drop-off times to 12AM (midnight) and were being shown “No Matching Cars” Changing the pi
19、ck-up and drop-off to 10AM enabled hundreds of users per day to not see reduced inventories or uncompetitive pricing increasing booking revenue Quantitative (“What and Where”) Web Analytics Customer Experience Analytics Impact of Integrated Solution Use Case - $10m+ Revenue Loss Avoided in a Single
20、Day! 袜 伦 伎 砷 憎 庶 草 炬 芜 髓 命 韦 叉 事 借 衫 诚 搪 火 丫 刷 劲 驹 填 散 壹 霄 佃 匀 耪 始 廉 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Discover whats working, what isnt - and WHY Visibility into user success & failures Detect obstacles or issues without relying on user feedback Understand your DIGITAL usage across the user b
21、ase, site and apps Identify cause without having to update or re-launch your services Accelerate time-to-market Stop waiting on user feedback before making improvements Rapidly evaluate DIGITAL features adoption, success & failure points Eliminate poor quality to deliver winning DIGTIAL services Mak
22、e the right DIGITAL investments See the actual usage of DIGITAL services rather than the expected Quantify business impact to prioritize decisions: fix, invest, remove Tealeaf helps you optimize your investment on all Digital Channels 豢 易 闸 瘤 忻 参 孺 市 别 叹 勇 撇 均 馏 蓟 是 谴 庭 虱 盂 曲 氯 演 当 微 彭 片 瑚 吾 浮 浦 怯 数
23、 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Who uses Tealeaf? Pure-playMulti-channelUK & Europe Note: Tealeaf only uses the names and logos of customers who have given us prior permission. 30% of Fortune 100 companies rely on tealeaf 剔 郧 棕 氧 蜘 往 迎 戒 瞎 唇 勿 阉 诸 湖 泽 并 绝 滩 湾 番 奋 淹 烤 败 较 妇 两 像 兴 掳 攫 专 数 字 营 销
24、 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Tealeaf Providing Real Benefits * 1% improvement in customer retention rates from better site experience. 2 60% reduction in IT and development time associated with problem reproduction and resolution. 3 3.5% increase in site conversion rates.1 50%+ reduction in cust
25、omer service costs associated with resolving web-related issues and disputes. 5 0.5% improvement in average order value from better customer experience. 4 * Benefits based on a composite organization over a three year period. * Source: A commissioned study conducted by Forrester Consulting on behalf
26、 of Tealeaf (now IBM), “The Total Economic Impact of Tealeafs Customer Behavior Analysis Suite.” November 2013 18 变 屈 怜 枝 楚 船 奥 草 熊 嗜 舒 痞 叼 炯 孩 卫 设 吝 庭 覆 寞 顾 愤 彝 宽 惧 氛 兰 队 炎 相 夕 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Increased revenue, reduced costs, higher customer satisfaction Experience your cus
27、tomers, see the results 19 戈 梅 云 早 捞 友 莫 彝 尊 蕴 圣 旦 疆 某 杠 筐 颈 蛊 粉 掐 淤 煎 述 夕 事 酋 慰 辣 膳 雨 渝 烹 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Questions? 20 Contact us: Lawrence Luo(罗文强) 86-186-1188-5959 Julian Toohey 播 道 姨 荒 谨 匹 颓 辽 舅 膨 毙 长 桅 坞 涕 嘲 惭 授 嗡 烦 驳 起 温 炼 滞 潦 愤 驼 知 祈 滔 手 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3