IBM Tealeaf – Customer Behavior Analysis Product Suite
Problem Statement
Company X has developed several client facing websites as part of a new campaign to increase revenue and gain new customers. The team compiled to build and implement the new websites was primarily web developers and little input from the business. Additionally there were only select user studies from a demographic group that is the typical profile of Company X. The user testing was successfully completed by employees of Company X and the websites were released in a big bang method. After 6 months of customer activity, the take up and client traffic is far from the expected results. Customers have abandoned the sites many times and revenue has been flat. There has also been an increase of calls to the contact center to complain about user experience problems and application stability while transacting business. These problems have been reported to executive management and a study of the client challenges have been ordered to quickly understand what is happening and fix the issues. This is where IBM Tealeaf comes into play !
IBM Tealeaf Overview
User Experience and Customer Behavior is becoming very hot and needed in today’s customer centric technology environment. As many products, solutions and services are offered to a diverse customer group, it is critical to differentiate yourselves. The only way to do that is to better understand what moves a customers and what their likes and patterns are. IBM’s Tealeaf’s Customer Behavior Analysis Suite is a new acquisition for IBM which falls under its Enterprise Marketing Management group. Marketing now has emerged as a powerful that works with technology to monitor customer’s behaviors through feedback and activity in social media, reaction to marketing campaigns and feedback from the various lines of business. IBM’s Tealeaf can improve a customer’s online by utilizing its 3 major product lines (cxImpact, cxResults and cxView) as a collaborative suite of products.
IBM’s Tealeaf measures and monitors both quantitative data and qualitative experience to understand a customers’ experiences and their needs. Monitoring of a customer’s behavior can help you analyze why people leave websites early and don’t step through the entire process. You’ll be able to determine what certain likes according to their age, location, race, gender, etc. By gathering certain information, IBM Tealeaf can serve up this information to any company searching for these unknown answers. IBM Tealeaf can give you a visual display which provides a company with the full context to analyze customer behavior, pinpoint customer struggle and understand why a customer did or did not complete a process successfully on their website. When a company gains this information they can make immediate changes to attract that customer and new customers, optimize their websites, save attrition of customers, increase their revenue and know what features need to be re-branded on that website.
IBM’s Tealeaf solutions are used by customer-centric organizations to build a true online customer experience competency across the enterprise. Tealeaf provides the common “view” of the online customer allowing companies to understand how to deliver better online solutions and provide more effective service for their customers. IBM Tealeaf captures and records what each customer is doing and seeing in real-time on every page and across all site visits. By capturing every single customer’s visit along with the reaction of the site in response to the customer’s requests, IBM Tealeaf captures both the quantitative and qualitative details of every single interaction. This customer experience information is then used to explore opportunities for improvement and innovation, drive requirements, and set priorities.
Solution Benefits
• Preserve records of online customer interactions to quickly and accurately resolve customer disputes.
• Improve customer service effectiveness by providing agents with instant access to online customer sessions.
• Maximize the value of every single customer visit and ensure that more transactions are completed successfully.
• Enhance the user experience and entice customers to successfully complete all required transactions on your website.
• Understand the key factors that impact a customer’s behavior and experience which allows companies to determine the impact to revenue and customer retention.
• Proactive monitoring of the website application functionality and stability. Determining and resolving obstacles that can deter customers from a full website experience is highly valuable.
Product Set
• Tealeaf cxImpact – provides immediate visibility into the hidden problems impacting your business. By ensuring that every customer interaction on your site is replayable and completely searchable, cxImpact helps you detect, quantify, and quickly resolve issues and sources of customer’s struggles.
• Tealeaf cxResults – enhances the benefits of cxImpact by providing insight into the complete visitor lifecycle on your website. With cxResults, you will be able to better understand visitor interactions, discover ongoing behavior patterns, and ask/answer more qualified questions about their web site experience and its ultimate impact on your business.
• Tealeaf cxView – provides proactive management of the online systems by providing an early warning system into significant changes in critical customer experience metrics, struggle scores, and KPIs. The powerful analytics of allow executives to monitor the health of their web sites in real-time and take immediate action when any of these site measurements perform unexpectedly.
• Tealeaf cxOverstat – improves campaign performance, content placement, and optimizes a website’s page layout. You can generate visual analytics such as heat maps, attention maps, link and form analytics that allow companies to rapidly understand how users interact with their site. There are different groups that can use and benefit from the information (e.g., Marketing, Business Analysts and Usability).
Expected Outcome
With the use of IBM Tealeaf and its results, Company X may have to revamp the websites and enhance the customer experience. They will have to use the metrics gathered and poll several user groups to ensure that the changes that have been made make a relative impact to revenue, customer experience and reduction in customer complaints. Positive results will be noticed within the first 3 months after the new changes have been implemented. The true measure of success increased website transaction volume, enhanced client satisfaction and new customer generation.
