Businesses are approaching customer experience issues in several ways: by listening to their customers, managing customer experience reviews, optimizing website metrics, and tracking online applications. With IBM Tealeaf, you’re able to drive positive change for your business by:
Performing effective customer behavior analysis
Gaining unique, Customer Experience Management (CEM) insight
Combine qualitative data from the usability lab with the quantitative impact analysis
IBM Tealeaf solutions personalize your customer experience management techniques so you’re able to conduct deep, customer behavior analysis based on real-time data from your website.
In this blog post, we summarize 12 best practices from IBM’s whitepaper, Establishing a Disciplined Approach to Online Customer Experience Optimization. These CEM practices will show you how to use IBM Tealeaf to learn from your customers’ actions, and optimize your website accordingly to improve your customer experience. You can also click on the button below to download the full whitepaper from IBM:
Best Practice #1: Respond Proactively to Customer Complaints
Good customer experience management leaders hold their contact centers as valuable assets. Keep in mind that a customer who bothers to submit a complaint is the one who cares enough to identify and solve a serious problem with their experience.
Best Practice #2: Study the Voice of Customer (VOC) Surveys & Feedback
IBM Tealeaf cxConnect provides VOC surveys for you to identify, diagnose and solve issues smoothly. You’re able distinguish real problems from customer error by:
- Analyzing customer feedback from VOC surveys to identify and highlight true problem areas
- Replay customers sessions to search for real obstacles that prove the problems reported
Best Practice #3: Don’t Ignore Customer Comments
As a customer experience analyst, one of the most valuable resources at your disposal are the comments your customers post online. This is information straight from the horse’s mouth. Your customers express their opinions everywhere online including blogs, communities and other public forums. There’s no need to pay for this information, so don’t just push them aside! All you have to do is listen.
Best Practice #4: Exercise Usability Testing Wisely
Usability testing gives your online business powerful qualitative data to create customer success. Also, keep in mind that a limitation to usability testing is the fact that people tend to act differently when observed directly in a lab environment. So use IBM Tealeaf analytics to get a quantitative understanding of the seriousness of the problems shown in the usability lab by searching for customers who behaved the same as the ones who experienced the problem in the usability lab.
Best Practice #5: Direct Customer Behavior Observation
Understand the obstacles your customers may face by observing them directly with IBM Tealeaf solutions. Tealeaf software makes it possible to manage your customer experience by establishing a weekly customer experience review that may include:
- Selecting several sessions to watch the actual user’s experience in the registration process
- Optimizing site metrics like conversion rates, task completion rates, and monthly growth
Best Practice #6: Monitor Your Customer Experience KPIs (Key Performance Indicators)
Customer Experience Management leaders know that by setting up the appropriate KPIs for your e-business you’re able to improve your customers’ online experience, and in the end, sell more. Many KPIs can’t be found without a proper CEM tool, so IBM Tealeaf CEM solutions provide effective KPI tracking tools to study customer behavior and seek out unanticipated issues. IBM Tealeaf creates scorecards to track overall page performance with KPIs, such as:
- Multiple login attempts
- Multiple submission form attempts
- Technical, business, and customer issues
Best Practice #7: Investigate Changes in Your Conversion Rates
As you know, conversion rates are critical to the success of your online business. IBM Tealeaf’s web analytics tools and dashboards offer top-level views of your e-business by tracking changes on a continuous basis, over any amount of time. With these Tealeaf analytics, you’re able to identify any sudden changes to your conversion rates.
Best Practice #8: Deep Analysis of A/B Testing Results
On the surface, A/B testing answers the question: Did a certain variable perform to your expectation? But your test results research shouldn’t stop there. IBM Tealeaf software finds a group of sessions to investigate, and replays those sessions to determine how big of a difference was seen between the conversion rates that performed well, and the conversion rates that performed poorly.
Best Practice #9: Investigate Application Errors for Real Answers
Application problems don’t always convert into a bad customer experience. And conversely, problems that actually create bad customer experiences, don’t always get logged properly. But if your server goes down, IBM Tealeaf is able to distinguish between those customers who were interrupted during their visit and those that tried to visit your website while the server was down. IBM Tealeaf replays those sessions so you’re able to see an event from their perspective and gain insight to answer critical questions like:
- Did they lose their data saved in their shopping cart?
- Did they convert at a lower rate than expected?
Best Practice #10: Respond Promptly to Technical Issues Your Team Already Knows About
With IBM Tealeaf, you’re able to analyze the overall business impact of a technical issue. Your IT department probably already knows about the common errors that lead to a poor customer experience. But there are many other unknown issues that IBM Tealeaf is able to find so your customers aren’t left in the dark. Tealeaf scans for error messages and sends you alerts when customers experience:
- Slow page performance
- Bad status codes
- Error pages, applications, or messages
With IBM Tealeaf, we recommend creating a list of known error messages and implementing a process that addresses these problems immediately.
Best Practice #11: Prioritize Your Customer Experience Issues Based on Business Impact
The sheer quantification of the business impact of each issue often prevents your business from prioritizing the most critical issues appropriately. IBM Tealeaf solutions determines the number of visitors impacted by these issues in real time, and the effect it has on your conversion rates. For each issue, try to answer these questions:
- How many customer experience this every day?
- What losses (if any) in sales profits do these issues affect? How much business is this costing in dollar amounts?
Best Practice #12: Convert Customer Analysis into Customer Retention Initiatives
Because IBM Tealeaf software points out which customers experienced a specific problem, you’re given the opportunity to build online marketing programs to recover lost orders and improve customer retention. We recommended:
- Creating a list of customers affected by a problem and their contact information if possible
- Developing a follow-up program for only customers who didn't convert
As an IBM Business Partner, Pereion Solutions implements IBM Tealeaf to give you a defined approach to Customer Experience Management. You’re able to cater directly to the needs of your customers. You’re also able to proactively attack any problems with your website and understand how it may affect your bottom line. Armed with this knowledge and insight, you can streamline your customer experience optimization processes and make the best improvements possible for your customers.
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