Learn what consumers think and what companies still need to improve Recently, IBM asked U.S. consumers how satisfied they were with the digital experiences they’re having – and where they're still struggling. The answers were rather surprising. In fact, less than 49% rated their experiences as excellent. And nearly 2/3 said they bounce whenever they’re frustrated online. Translation: lost sales. Read The Digital Customer Experience eBook and see what else these consumers had to say. The survey also features: - How excellent experiences increase loyalty and brand advocacy - The vital importance of mobile - Specific consumer results in 4 industries: retail, travel, banking and insurance - 5 best practices to improve the digital experience ******************************** Download eBook: https://ibm.biz/BdFYVe

1. TO
Say their
experiences using
websites on
desktop/laptop
computers are
excellent.
LES S THAN
49%
Say their experiences using
websites or mobile apps on
tablets are excellent.
Only 18% say their experiences
using websites or mobile apps on
smartphones are excellent.
18%
OF US ADULTS
Smarter Commerce
T H E D I G I TAL EXPERIENCE
I S S T I L L M E D I OCRE
63%
UP TO OF
FRUSTRATED USERS
BOUNCE
P O O R E XP E R I E N C ES
M E A N EXPERIENCES
INCRE A S E D LOYALT Y
AND BR AND ADVOCACY
LOST SALES
E X C E L L E N T
44%
Report they visit the site or
use the app more frequently.
Recommend
the site or app
to others. 33%
Have posted a positive
comment on social media. 14%
OF THE
WORLD
NOW OWNS
MOBILE PHONES2
USE THEIR
DEVICES TO
ACCESS THE INTERNET2
MOBILE
I S V I TA L .
M O B I L E I S N O W.
M O B I L E C A N G I V E
SIGNIFICANT
COMPETITIVE
ADVANTAGE
Pages that won’t load, security concerns, error messages – most industries are having the typical digital issues. Here are
a few of the specifics for four industries in particular.
RETAIL TRAVEL BANKING INSURANCE
2016
BY
T H E D I G I T A L E X P E R I E N C E B Y I N D U S T R Y
50%
OF ALL
Retail dollars spent
in the US will be
influenced digitally4.
! 2/3 of US adults who
encounter an issue leave
the site or visit a competitor.
RETAIL PURCHASE
AN ITEM
RESEARCH
A PRODUCT
TRACK
A PACKAGE
US adults who used travel sites
or mobile apps in the last year
who exper ienced er rors:
of those who had errors
contacted customer suppor t,
increasing operational costs.
TRAVEL RESEARCH
A VACATION
BOOK ONLINE
A HOTEL AND/OR FLIGHT
TRACK
A FLIGHT
of US adult users checked their bala nce
on a smar tphone last year.
TOP BANKING TASKS
CHECK
BALANCE
PAY
BILLS
of US adults using banking sites or mobile apps
exper ienced at least one error in the last year.
50 N E A R L Y
of US adults using insurance
P E R C E N T sites or mobile apps exper ienced
at least one error in the last year.
TOP
MAKE A
APPLY FOR
of those who had an error contacted
customer suppor t, raising costs.
Near ly
INSURANCE
TASKS
PAYMENT
HEALTH
INSURANCE
A G R E A T D I G I T A L E X P E R I E N C E
STAY I N G COMPET I T I V E
To stay competitive, it’s critical to provide a good digital experience for
your customers. That’s why we recently asked US consumers how
satisfied they were with the digital experiences they’re having – and
where they’re still struggling1. The answers may surprise you. Check
out some of the results and insights into what companies need to do
to stay competitive.
B E S T P R AC T I C E S
5
F O R I M P R O V I N G
D I G I T A L E X P E R I E N C E
MONITOR
CUSTOMER
EXPERIENCE KPIs
!
EXAMINE
AND RESPOND
TO KNOWN
TECH ISSUES
LISTEN
TO YOUR
CUSTOMERS
!
PRIORITIZE
ISSUES BASED
ON BUSINESS IMPACT
SEE
& REVIEW ACTUAL
CUSTOMER BEHAVIOR
A S K Y O U R S E L F :
HOW MANY
CUSTOMERS
A M I LOS I N G TODAY ?
A S K Y O U R S E L F :
HOW MANY
CUSTOMERS
A M I G A I N I N G TODAY ?
The solution for happier customers. IBM Tealeaf, part of IBM ExperienceOne solutions, provides
critical visibility, insight and real answers to help you convert and retain digital customers.
INCREASE
REVENUE
DECREASE
SUPPORT COSTS
H O W T O D O A L L F I V E ?
REDUCE
CUSTOMER
CHURN
FEWER
CUSTOMER
DISPUTES
L E A R N H O W
IBM Tealeaf can
increase conversion,
decrease attrition and
keep customers happy.
YOU A
D O W N L O A D
T H E
Share
© Copyright IBM Corporation 2014
IBM, the IBM logo, ibm.com, Smarter Plantet, Let's Build a Smarter Planet, the planet icon, and Tealeaf are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide.
Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at
www.ibm.com/legal/copytrade.shtml
1 All of the survey results cited in this eBook come from an Ipsos Public Affairs poll conducted for IBM from December 30, 2013, to January 13, 2014, in the United States. A national sample of 2,032 adults aged
18 and older was interviewed online. Weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the U.S. adult population according to U. S. census data, and
to provide results intended to approximate the sample universe. The data were weighted to the American population data by region, gender, age and income.
2 “Meeting the expectations of the mobile customer,” IBM Software Industry Solutions, 2013.
3 “Why Mobile Matters,” Luke Wroblewski, February 2012.
4 “US Cross-Channel Retail Forecast, 2011 to 2016,” Forrester, 2012.