《数字营销》193课件.ppt

1、Tealeaf Customer Experience Management for Digital Channels 600+Enterprise Customers;30%of Fortune 100 Increase web and mobile conversion rates Reduce IT and support costs Improve customer satisfaction and retention Improve customer service efficiency Tealeaf-The Leader in Online Customer Experience

2、 Management Improving online customer relationshipsone experience at a time 2012 IBM CorporationMany 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

3、P&C Insurance Companies in North America 10 of 12 of the most booked travel portals 50%of the top US airline carriers All Major North American Wireless Providers“The companies that focus on customer experience are the ones that will win”MandMDirect 4“We absolutely want to give our customers the best

4、 possible online experience so they continue to fly with us”US Airways Removing sources of customer“struggle”Usability issuesApplication issuesSite errorsSystem issuesMake the online experience better by:6How do you find out about bad customer experiences?ServiceCallsEmailsSurveysBusinessBusiness Tr

5、endsFunnel ReportsITPerformance MetricsServer LogsFilling the Gap:Requires VisibilityInto Actual Customer Experience 2012 IBM CorporationWeb and mobile channels reduce People to DataSee your digital channels through the eyes of your customers9Tealeaf:A Video Camera on Every Customers ShoulderIdentif

6、ying Customer ObstaclesWhy 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 errorIs there a trend for failures?(device?Browser?OS?How can I understand customer obs

7、tacles?AnswersCapabilities to Quantify and Act on Obstacles Quantify the Financial Impact of an ObstacleRevenue Impact AnalysisDiscover Every Impacted Desktop and Mobile CustomerAnalyze Impacted Sessions for Anomalies or SimilaritiesRoot Cause AnalysisFollow Up with Impacted CustomersCustomer&Revenu

8、e Recovery 2012 IBM CorporationIBM 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 gestur

9、es Translate customer feedback into actionable improvements Correlate customer behavior with network and application data Integration with Worklight ApplicationNative Apps Hybrid AppsHTML5 Mobile SiteIBM Tealeaf CX Mobile covers each mobile channel13Tealeaf The Leader in CEM for Mobile CommerceBlend

10、ing quantitative and qualitative digital analytic capabilities leads to vastly improved customer experiencesQualitative digital analytics(“Why”)Quantitative digital analytics highlights where site/mobile design is succeeding or failing and captures those users interactions An optimized customer expe

11、rience Improved online experience blending the most compelling and relevant content/offer elements with the easiest ways to interactQuantitative digital analytics(“What,Where,and How”)Qualitative analysis replays the each user interaction in context and helps visualize and analyze UI improvementsTea

12、leaf and Web Analytics 1+1=3!Qualitative (“Why”)Digital Analytics identified 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 1

13、2AM(midnight)and were being shown“No Matching Cars”Changing the pick-up and drop-off to 10AM enabled hundreds of users per day to not see reduced inventories or uncompetitive pricing increasing booking revenueQuantitative(“What and Where”)Web AnalyticsCustomer Experience AnalyticsImpact of Integrate

14、d Solution Use Case-$10m+Revenue Loss Avoidedin a Single Day!Discover whats working,what isnt-and WHYVisibility into user success&failuresDetect obstacles or issues without relying on user feedbackUnderstand your DIGITAL usage across the user base,site and appsIdentify cause without having to update

15、 or re-launch your services Accelerate time-to-marketStop waiting on user feedback before making improvementsRapidly evaluate DIGITAL features adoption,success&failure pointsEliminate poor quality to deliver winning DIGTIAL servicesMake the right DIGITAL investmentsSee the actual usage of DIGITAL se

16、rvices rather than the expected Quantify business impact to prioritize decisions:fix,invest,removeTealeaf helps you optimize your investment on all Digital ChannelsWho uses Tealeaf?Pure-playMulti-channelUK&EuropeNote:Tealeaf only uses the names and logos of customers who have given us prior permissi

17、on.30%of Fortune 100companies rely on tealeafTealeaf Providing Real Benefits*1%improvement in customer retention rates from better site experience.260%reduction in IT and development time associated with problem reproduction and resolution.33.5%increase in site conversion rates.150%+reduction in cus

18、tomer service costs associated with resolving web-related issues and disputes.50.5%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 of Tealeaf(now IBM),“The Total Economic Impact of Tealeafs Customer Behavior Analysis Suite.”November 201318Increased revenue,reduced costs,higher customer satisfactionExperience your customers,see the results19Questions?20Contact us:Lawrence Luo(罗文强) 86-186-1188-5959 Julian T