Presentation of how real-time customer experience management for mobile services enables companies to avoid costly business impact, negative ratings and brand risk. Results from the 2011 Harris Interactive survey on user reaction to their experience on mobile devices are also shown.

1. M-commerce: Experience Matters
September 9, 2011
9:00 – 9:30 AM
Janet Jaiswal
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

2. Agenda
› What does Customer Experience mean?
› Why does it matter?
› How does Customer Experience help my bottom line?
› What should I be doing?
› Example of customer experience measurements
› Q&A
1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

3. Tealeaf is the Leader in Online
Customer Experience Management
• 400+ Enterprise Customers; 30% of Fortune 100
• 7 of the 10 largest US banks
• Increase mobile and web conversion rates
• Improve customer satisfaction and retention
• Reduce IT and support costs
• Improve customer service efficiency
Improving online customer relationships
one experience at a time
2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

4. What Does
Customer Experience Mean?
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5. Companies typically spend
$92 to bring customers
to their site.
92:1 But only $1
to convert them.
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rights Reserved. Confidential and Proprietary.

6. Perfect the online experience by:
Removing obstacles to
customer success
Usability issues
Application issues
System issues
Site errors
5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

7. Why Does Mobile
Customer Experience Matter?
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8. Mobile Challenges
Many companies lack visibility into the mobile channel
• Why am I getting negative reviews?
• What is working and what is not and why?
• Should I add features or expand to other platforms?
• Why are conversion rates lower on mobile?
7
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©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.

9. Users have high expectations of mobile
90%
85%
80%
80%
70%
60%
50% 47%
40%
30%
20%
10%
0%
Experience on the Experience should be Experience should be
phone should be better better than or equal to better than or equal to
than in-store in-store using laptop or desktop
8
8
Source: 2011 Harris Tealeaf Technology, Inc. All of Mobile Transactions for Tealeaf
© 1999 - 2011 Interactive Survey Rights Reserved. Confidential and Proprietary.

10. Poor Experience Matters
Mobile financial service
capabilities had more impact
on a consumer’s decision to
select a bank than….
the availability of online
banking, access to ATMs or
nearby branches.
Source: Mercatus LLC and Visa Inc. Dec 2010 study
9
9 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.

11. Poor Experience Matters
63% of users would be less likely to buy
from the same company via other purchase
channels (online, in store) if they encountered
a mobile transaction problem.
84% of users experienced problems when
conducting online transactions on mobile
devices.
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
10
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©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.

12. Problems encountered in the mobile channel
Received an error
message
App/ website was
difficult to navigate
Unable to complete a
transaction due to an
endless loop
Trouble logging in
Automatically kicked off
0% 10% 20% 30% 40% 50%
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13. Bad customer
experiences are more
dangerous than ever
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14. 78% of users who
encounter problems
completing mobile
transactions share those
experiences with others
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15. How do you find out about
bad customer experiences?
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16. Will Good Customer Experience
Help my Bottom Line?
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17. The Benefit of
Becoming Customer
Centric?
$3M+ per year*
Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 2010
16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

18. The Benefit of Becoming Customer Centric
Customer Experience (CXP) Leaders vs. Laggards
Source: Forrester Research Analyst Harley Manning’s blog: http://blogs.forrester.com/harley_manning/10-03-19-cxpi_vs_stock_performance
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19. Enterprise-wide Benefits
1 3.5%+ increase in site conversion rates.
1%+ improvement in customer retention
2 rates from better site experience.
0.5%+ improvement in average order
3 value from better customer experience.
60%+ reduction in IT and development
4 costs associated with problem reproduction
and resolution.
10%+ reduction in IT and development
5 costs associated with better prioritization of
site projects and project avoidance.
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20. What Should I be Doing?
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21. Know your mobile customers
Measure
• All online services (mobile apps,
mobile web, desktop web, contact
center, social media)
• Identify what you want to measure
Measure
Learn
• Understand your user base
• Identify and eliminate customer
struggle (not just site errors)
Optimize Learn
Optimize
• Develop goals, measure and
improve performance
– Key Performance Indicators
› Acquisition?
› Engagement and retention?
› Monetization?
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22. Understand your entire mobile environment
• User Behavior
– Screens Viewed, Referring Screen
– Text Field, Text Field Value
– Touches, Motion
– Etc.
• Environmental
– Site & App Version, OS
version, Device Model
– Device Orientation
– Carrier, GPS
– Etc.
• Application Health
– Exceptions, Crash
– Server Connection Success/Errors
– Etc.
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23. Identify your Key Performance Indicators
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24. Know what to measure to make smarter decisions:
New accounts opened
Total Payments Sent
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25. Know what to measure to make smarter decisions:
Conversion by Channel
Early warning system into customer struggle
Cross-channel visibility into key metrics
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26. Know what to measure to make smarter decisions:
New Release Errors
Early warning system into customer struggle
Cross-channel visibility into key metrics
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27. Improving customer experience:
Key takeaways for mobile
1. Better visibility into customer
issues
2. Faster trouble isolation and
resolution
3. Higher customer satisfaction
4. Identify new service
opportunities
If you don’t, your competition will
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28. Thank You
Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.