How to deliver better digital customer experience in your online and mobile channels - IBM Smarter Business 2013
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Bad customer experiences in your digital channels are more dangerous than ever and are often the reason behind low conversion rates. For any online businesses facing pressure to increase revenue and reduce costs, Customer Experience Management is an essential. In this session you will learn how IBM Tealeaf solutions let you see your digital channels, including mobile, through the eyes of your customer - using groundbreaking technology that capture and record every digital customer interaction. Presenter: Mike Saar, Sales Director, Thielgaard Mortensen. Mer från dagen på http://bit.ly/sb13se
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How to deliver better digital customer experience in your online and mobile channels - IBM Smarter Business 2013
- 1. Customer experience in the virtual world Supplementary Presentation Your Host: Mike Saar Theilgaard Mortensen Copyright Theilgaard Mortensen 2013
- 2. A thought: every day struggles • Each day eCommerce businesses subject their customers to obstacles that prevent site success • • • • • inappropriate errors broken processes faulty navigation, and form validations unreliable log-ons ineffective product searches Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 3. Customer experience damage • Your faulty sites cause 3 R’s: • • • Revenue loss Reputational damage Repeat business reduction • And yet NOTHING is being done about this... • WHY? Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 4. Mobile examples… All of these are examples of OBSTACLES to CUSTOMER SUCCESS Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 5. Working in the dark • You have no practical tools to help... • • See effectiveness of your designs Understand what your customers actually do – Walk in the shoes of your customers – Monitor their real success or failure • Quantify the revenue risk of these challenges • Constantly fooled by ineffective analytics Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 6. Data vs Experience? WHY (Tealeaf) WHAT (Web Analytics) WHAT Manchester United Manchester City 2 1 Scorers: Nani: Kompany: Rooney: 16 19 89 How it happened… Full visibility... Context... JUST DATA REAL PERSPECTIVE Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 7. Opportunity costs... • Your lack of insight loses money every day... • sales uncompleted at last step • abandoned baskets due to user frustration • technical errors killing sales success • process problems preventing progress • useless navigation or searches = exiting users • sites not suitable for common OS / browser combos Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 8. What do we typically see? • Technical problems that should not surface with customers – – – • Processes that are faulty – – • Unhandled errors Validation errors Performance errors Poor design Functionally inadequate Service functions that fail – – – – Ineffective FAQ Inappropriate chat pop-ups Poor navigation to relevant and useful help Service avatars that frustrate Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 9. Be customer centric! • If eCommerce would only apply the knowledge from Customer Service disciplines... • • • • • Make contact easy Remove obstacles to success Seek to delight the customer Do things right first time Measure, identify, evaluate, fix, measure... Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 10. Answers in customer visits • Every customer visit is an opportunity to learn... • • • • What works What fails The impacts The costs • Now if only I could see that stuff... And understand WHY not WHAT! Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
- 11. Thank you! mjs@tmnet.dk Mike Saar Copyright Theilgaard Mortensen 2013