Pereion Solutions Blog

CX Analytics Drive Digital Transformation

Posted by Steven Perry

Wed, Jan 23, 2019 @ 07:01 AM

As we begin a new year, now may be an ideal time for many online businesses to rethink their digital transformation initiatives.  With expectations continuing to grow in the digital marketplace, online marketers must be able to quickly understand the needs of customers across all digital journeys in effort to deliver exceptional cross-channel customer experiences and to stay ahead of the competition.  Developing a solid digital transformation strategy will give businesses the means to understand customers’ needs and empower them to deliver value that is aligned with the customer demands.

Requirement of an effective digital transformation strategy

For many companies, digital technologies have been the driving force behind how they improve customer engagements and find new ways to transform business.  Yet, most lack the required data and insight needed to really understand digital customer experience issues which results in a transformation approach that misses the mark.  An effective digital transformation strategy must move beyond traditional web analytics, which offers a glimpse into customer interactions, and embrace Customer Experience (CX) analytics to get a thorough understanding of customer behaviors and journeys.  Although basic digital analytics provide you with details as to what is happening on a website, like number of clicks, page views or bounce rates, it does not tell you why digital properties perform as they do By applying CX analytic tools to customer data, businesses achieve an understanding into why and how users interact with digital properties rather than the properties themselves.  CX analytics plays an important role in producing successful digital transformation plans by supplying organizations with actionable insights that they can use to improve customer engagements and optimize digital experiences.  CX analytics have essentially become a digital transformation imperative.

Drive digital innovation with actionable insights

Data is an important component in the success of digital transformation.  Using the right customer data coupled with advanced data analysis supplies companies with rich insight into customer behaviors that enable them to create more actionable insights to use to improve customer experiences and maximize digital business performance.   By leveraging the robust data analysis capabilities of CX analytics, organizations can achieve the insight needed to drive digital innovation across some key areas of their businesses, which include digital process optimization, site optimization and marketing effectiveness, allowing them to rise above the constraints in the adoption of digital technologies.   Let’s take a closer look at three key areas:

 

Digital Process Optimization

At the core of digital transformation is process optimization which entails restructuring business processes across an organization – sales, marketing, customer service, operations, etc. – to help create enriched customer centric experiences.  Using CX analytics, companies can measure process effectiveness and obtain a greater view into the overall performance of their important business processes as well as identify individual process steps that may require enhancements or improvement.    Additionally, the capability to drill deeper using session analysis and to segment data in CX analytics offers companies insight into both the what and the why behind business performance. Allowing them to understand what causes customer struggle in certain process steps and quickly take corrective measures to carry out improvements to optimize business processes.

Site Optimization

A critical part in digital transformation is ensuring that web pages on your site are fully optimized to draw customers, drive engagement and ultimately boost conversions.  Site optimization encompasses several different factors from detecting struggle, understanding page engagement, improving site usability and search function, to providing the right content to enrich customer experience.  By applying behavior analysis in CX analytics, organizations can gain a better understanding of customer behavior across their site to assist in optimizing search and page engagements and identifying areas of customer struggle.  With increased visibility into customer experiences, struggles and paths, companies can identify best practices and areas of improvement for optimizing their site to furnish enriched digital customer experiences.

Marketing effectiveness

Marketing plays a major function in the digital transformation process.  Not only are marketing efforts required to produce powerful content to drive customer engagement throughout the customer journey, they are also expected to maximize marketing effectiveness and boost return on investment (ROI).  By leveraging the power of artificial intelligence (AI) in CX Analytics, companies can realize valuable insights that can be used to develop more personalized campaigns and messages based on customer behavior.  Armed with rich customer insights, marketers can produce impactful campaigns that will produce improved segmentation and better yields.

 

Start accelerating digital innovation

Successful digital transformation involves a customer-centric approach that empowers companies to produce innovative and engaging customer experiences across their entire organization.  By focusing on the key elements in digital innovation and applying the power of CX analytics for actionable insights, businesses can prevail over digital transformation challenges and begin to address rising customer expectations in the digital landscape to stay ahead of the competition.  To get started with accelerating digital innovation using CX analytics, click the title below to download Pereion's white page, Customer Experience Analytics: A Digital Transformation Imperative."

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Start accelerating digital innovation for your business with help from Pereion Solutions. We can assist you in learning how to apply the necessary CX analytic tools to gain actionable insights that you can use to improve customer experiences and maximize digital business performance.  Click the tile below to get started!

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Topics: Customer Experience, customer journeys, actionable insight, Artificial Intelligence (AI), Digital Transformation with CX Analytics, customer insights, digital transformation, digital journey, digital innovation, digital journeys, cx analytics, digital experience, customer journey analytics

Learn what’s new in Watson Customer Experience Analytics and IBM Tealeaf on Cloud

Posted by Steven Perry

Tue, Jan 8, 2019 @ 07:01 AM

Many new features and improvements were recently released for Watson Experience Analytics (CXA), IBM Tealeaf Customer Experience (CX) on Cloud and IBM Digital Analytics (DA). Let’s take a closer look at the latest enhancements that were introduced in Q4 of 2018 .

Watson Customer Experience Analytics improves user management and support for partnered offerings:

  • The Watson Customer Experience Analytics URL has a new design and login. Now all logins are directed to https://www.ibm.com/customer-engagement/marketing/launch/. This new link provides easy access to other IBM Marketing products that you may be utilizing like Watson Campaign Automation and Watson Content Hub.


Watson CXA new look

Watson Customer Experience Analytics new look

  • Ability to designate one publisher for each event by going to Settings>Data sources. To avoid duplication be sure to select a source for each event.
  • Now audiences within individual journeys can be filtered and saved.
  • User management enhancements include the ability to delete users from Watson CXA and view the last recorded time each user logged in. Administrators also can change users and roles.
  • Newly enhanced is the support for partnered offerings like Adobe Analytics, Google Analytics and IBM Digital Analytics that give you visibility into data from session events like cart and conversion abandonment.  Click here for more information about how you can integrate your Adobe and Google Analytics data with Watson CXA to gain deeper insight into your customer journeys.


UBX with Google and Adobe

Watson CXA adds insights to Adobe and Google Analytic data

  • Icons have been added to journey events allowing you do easily differentiate between events and channels.

IBM Tealeaf on Cloud introduces many features that enhance functionality and usability:

  • Content Retrieval Service (CRS) provides an improved way of retrieving static content from URLs captured in sessions.
  • Overstat reports can now be saved for future viewing. There is a new Save as option on the report builder in CX Overstat on Cloud. In the past, Overstat reports were read-only.

SaveAsOverstatReportCX Overstat on Cloud new Save As option

  • The user interface now has an Export option that enables you to export overlay data in CSV format.
  • Add session attributes within an event or add conditions to events using the new Create new session attribute button.


SelectSessionAttribute - create session attribute

Create new session attributes in Tealeaf CX on Cloud

  • A new replay rule has been added, AddQueryParameters, that enables you to keep some or all the parameters in the URL.
  • Enhancements have been made to the Event Import feature and the Asset Manager for Replay and Tealeaf Template files.
  • An Analyze interactive elements only checkbox has been added to the Customize option for Link Analytics enabling to you to flag only the page element that visitors can interact with.
  • There is now an auto-update feature for the Snapshot Extension that checks the version of the Snapshot Extension that is currently installed and will notify you if a newer version is available.
  • An Event Usage feature has been introduced to easily monitor data usage.
  • Simple event editing is now available. Use Edit option to edit simple events that were saved to the Event Manager.
  • Watson Assistant has added "Show Me" capabilities to assist in finding data within Tealeaf and Anomaly Detection reports.
  • Other usability enhancements added include:
    • An expanded work space navigation pane.

Usability navigationTealeaf CX on Cloud expanded work space navigation pane

    • The ability to open session replays in a separate tab.
    • Expanding or collapsing events with a single button in Timeline view. Also, for each page session that was loaded in replay a timestamp is now displayed.
    • Name and Status columns of the Data Export table now have a filtering feature. Additionally, the Task type column now has a filter that will let you sort by daily or once run tasks.
    • In Session Search, an enhancement to Free text search offers a check box named Exact Match that provides you with only those sessions with the exact string of text in search results.

Free Text, exact match

Exact Match check box in Free test search

    • Consolidated Replay now synchronizes content across Replay and Raw Data views ensuring that context remains the same when moving from one tab to another. Consolidated replay also includes the Timeline view.

IBM Digital Analytics (DA) updates provide expanded functionality and improvement to reports:

  • Administrators now have the ability to manage DA users in IBM Watson Customer Experience Analytics (CXA). In DA, administrators can use the Manage users in CXA link under Admin to manage users in DA, Tealeaf on Cloud, UBX and Watson CXA.
  • Easily navigate directly to page URLs in Top Pages, Page Categories and Page Categories – Hierarchy reports. Simply go to the URL for a page in the report, click the 3 dot menu in the page row then click Actions > Navigate to this page.
  • Newly released is the Alert Manager window that allows you to create and manage alerts to monitor specific metric activity. The Alert Manager can be found under the Admin section of the navigation menu.
  • A new enhancement to Collapse in Report Manager allows you to quickly return to your previous page location. In prior releases, you returned to the top of the page in the Report Manager after clicking Collapse.
  • Now you can email reports that contain Link Clink Data by selecting Schedule Email for Link Click Data. In earlier releases, you could only download Link Clink Data as an Excel file and could not email.
  • Several improvements have been made to True Path reports in IBM DA. First, True Path reports can now be exported as a CSV or Excel file by clicking Menu>Export>CSV or Menu>Export>Excel. In the past, True Path reports could only be exported as PDF or PNG files. Additionally, True Path reports can be emailed one time or scheduled to reoccur – daily, monthly or quarterly and ad hoc True Path reports can be copied. Lastly, by hovering over steps in the True Path report configuration pane, you can view value information about the steps like the step’s name and page ID.
  • Previously, report filters or any changes to columns and sort order were removed when a report was emailed or exported. Now if a filter is applied or the report is customized by column or sort order the data will be consistent with report data in the UI if it is exported or emailed.
  • Any changes to custom work spaces and reports, like the order of reports or dates in a report calendar, are now saved in future Digital Analytic sessions.
  • A new feature of DA provides check boxes to Select Rows that enable you to select rows to display in a chart that compare date ranges and segments.
  • Report charts now display compare periods for selected events.

Boost digital intelligence in 2019

Leverage the advanced analytic capabilities found in AI-powered IBM Tealeaf on Cloud and Watson CXA to drive digital transformation across your business in 2019. To help you get started, check out the important use case videos Pereion Solutions has developed that you can use to improve digital intelligence and put customer insights to work. Click the tile below to be directed Pereion's Customer Use Case Video pageWatson CXA & Tealeaf Use Case Video

 Also available is our ebook, “Watson, Can You Help Improve Digital Customer Experience?,” that complements the use case videos and includes formulas for success that provide a step by step process for getting started with effective digital analysis and optimized customer experiences. Transform your customer data into actionable information that allows you to make better decisions for your business, download the eBook by clicking the tile below

Watson, Can you help improve digital experience ebook 

Topics: Pereion Solutions, IBM Tealeaf, Coremetrics, IBM Digital Analytics, Customer Experience, IBM Watson Customer Experience Analytics, Watson CXA, Tealeaf Customer Experience on Cloud, digital intelligence, Tealeaf CX on Cloud, Artificial Intelligence (AI), IBM Tealeaf Customer Experience (CX) On Cloud, IBM Digital Analytics (DA), Digital Transformation with CX Analytics, customer insights, Watson CXA Use Cases, wcxa

Improve Digital Intelligence to Transform your Business

Posted by Steven Perry

Tue, Dec 11, 2018 @ 07:12 AM

As an online organization, you understand the necessity of embracing digital transformation to promote engagements and readily respond to your customers’ evolving needs and expectations. Central to this pivotal shift is the ability to improve your digital intelligence and gain the actionable insight required to execute transformative initiatives that are based on a true understanding of your customers’ behaviors, journeys and experiences – empowering you to deliver value across your business that is aligned with customer expectations and demands.

 

Convert your customer data into actionable insight

By applying powerful analytic capabilities to customer data, Watson™ Customer Experience Analytics (Watson CXA) and IBM® Tealeaf® Customer Experience on Cloud (Tealeaf CX on Cloud) offers actionable insight into customer behavior and assists you with making better decisions to drive digital transformation across your business. Utilizing struggle analytics, you can easily monitor specific processes, pages and events on your site to quickly identify where your customers struggle, while real-time alerting can be enabled to quickly notify you at the first sign of struggle. By then applying session replay technology, you can identify why your customers struggle – offering a valuable macro to micro view on customer behavior that you can use to rectify issues and optimize the many campaigns, processes and digital experiences that drive business across your site.

Journey analytics can assist further, by allowing you to readily compare customer paths across unique segments like web, mobile and email, offering you a deeper understanding of multi-channel customer journeys and the ability to identify paths where your customers may struggle and recognize what actions may lead your customers to convert. Additional capabilities like geospatial analytics can expand your reach and help you understand where your customer are engaging or struggling with your organization across regions, offering you additional insight you can use to make more targeted and informed decisions about your business and execute digital transformation efforts that focus on areas of growth and global opportunities.

 

Watson CXA_new look_2018

Watson CXA with new navigational design and added features

 

Optimize experiences with data-driven success

Successful digital transformation requires a customer-centric approach that enables you to leverage data-driven insights based on customer behaviors to create engaging and optimized customer experiences across your entire organization. Creating advanced search events and customized reporting using Watson CXA and Tealeaf CX on Cloud can assist by providing deeper insight into customer behavior before, during and after performing search, offering the opportunity to optimize search terms and functions and improve content on your site to more actively engage your customers. Similarly, developing business process scorecards can help you measure and score your overall business process success by identifying the abandonment and conversion rates across and within each step of a critical business process, allowing you to recognize and root out inefficiencies in your important steps and optimize business processes across your organization. The capacity to segment your customer data and compare unique segments of customers offers you the capability to recognize issues with particular segments and optimize experiences, engagements and processes across your entire digital channels.

Applying usability analytics like heat maps are also very beneficial in providing insight into customer interactions on your pages and help you recognize usability issues with your site. As heat map overlays identify regions of a page where customers click or hover, they can assist you with identifying high and low interest areas on a page and providing insight you can use to replicate engaging content, make your pages more personal for your customers and optimize your page design to enrich the customer experience. The new feature of anomaly detection can further boost your business intelligence by providing real-time, actionable insights that assist you with detecting unusual patterns, or outliers, in your customer behavior data and determining contributing factors – helping you discover unexpected incidents and quickly respond to evolving issues to optimize and transform your entire online business performance.

 

Get started with building digital intelligence to transform your business!

Implementing effective customer behavior analysis can set the stage for the discovery of actionable insights you can use to drive digital transformation across your business. To help you get started with delivering consistent and extraordinary customer experiences, Pereion Solutions has developed a series of videos that introduce the important use cases you can execute to improve your digital intelligence and put customer insights to work using Watson CXA and Tealeaf CX on Cloud.

Watson CXA/Tealeaf Use Case Videos 1

 

Also available is our ebook, “Watson, Can You Help Improve Digital Customer Experience?,” that complements the use case videos and includes formulas for success that provide a step by step process for getting started with effective digital analysis that can help you visualize the customer journeys and create the actionable insights you need to optimize customer experiences and digitally transform your business.

Watson, Can you help improve digital experience ebook

 

Topics: Pereion Solutions, customer experience analytics, Search Optimization, Page Optimization, Watson Customer Experience Analytics, IBM Watson Customer Experience Analytics, Watson CXA, real-time alerting, customer journeys, journey reports, Tealeaf Customer Experience on Cloud, Struggle Analytics, actionable insight, digital intelligence, Tealeaf CX on Cloud, IBM Tealeaf Customer Experience (CX) On Cloud, Digital Transformation with CX Analytics, Behavior Data, customer insights, Watson CXA Use Cases, Behavior Analytics

Infuse More Intelligence into Marketing Campaigns with Watson Customer Experience Analytics

Posted by Steven Perry

Tue, Oct 30, 2018 @ 07:10 AM

Achieving increased added intelligence from customer behavior and applying it to automated marketing campaigns is every marketers goal. With Watson Campaign Automation (WCA), you already know you are delivering impactful campaigns by leveraging its insights and capabilities. By infusing AI-powered Watson Customer Experience Analytics (WCXA), you can inject even more intelligence into your marketing campaigns with deep customer insights that will produce improved segmentation and better yields.

Advanced Analytic Capabilities to Boost your Marketing Efforts

By integrating Watson Campaign Automation (WCA) and Watson Customer Experience Analytics (WCXA), you are able to leverage the analytic capabilities of Watson CXA.  Watson CXA provides a robust set of analytic capabilities based on the customer journey and user experience.  Watson CXA’s advanced analytic capabilities include:

  • Journey Analytics provide you with an aggregate view of the customer journey across time, devices and channels. Presenting you with valuable insight that you can leverage to quickly resolve potential issues, increase conversions and optimize every journey to create loyal customers.

Journey-1


  • Behavior Analytics helps you visualize and understand user experience; it displays and captures customer data through heat maps, session replays and form analytics. These capabilities can quickly identify areas of customer struggle and enable you to remarket to customers who may have abandoned based on user experience issues.

Heat Map Image_1-2

 

  • Struggle Analytics allows you to rapidly detect and analyze customer struggle on your website in real time. It works to recognized patterns or repetitive activity that could indicate customer struggle and provides the ability to quickly identify issues that cause customer friction. By detecting your customer struggle points, you can swiftly take corrective action to rectify issues, uncover areas of opportunity and optimize your customer experiences.

Edit Struggle Factor_image


  • Geospatial Analytics recognizes and assists you in understanding where geographically customers are engaging or struggling with your business. This aids in identifying key geographical areas for improvement and allowing you to make more informed business decisions on a global level.

Geospatial image_test cut

 

Integrated Customer Data to enhance Marketing Campaigns

Using IBM’s Universal Behavior Exchange (UBX) you can easily share data between Watson Campaign Automation (WCA) and Watson Customer Experience Analytics (WCXA). By passing data from Watson Campaign Automation you provide critical data to build customer journey reports.  Conversely, passing data and audiences from WCXA to WCA enables automated campaign execution based on insights developed through WCXA. 

Optimize Customer Journeys with Watson Experience Analytic

The key to a successful customer journey is having the appropriate data to better understand your customer. By leveraging AI powered Watson Customer Experience Analytics (CXA), you achieve a greater understanding and view of how customers interact in journeys across time, devices and channels. It supplies you with meaningful insight into your customers’ interactions, so you are well equipped to quickly resolve potential issues, increase conversions and optimize every journey to create loyal customers. Allowing you to make better, faster and smarter business decisions across customer touch points and recognize a return on investment (ROI). Learn more about enhancing the customer journey by downloading a copy of the IBM’s Whitepaper, “How to use Customer-Level Data to Supercharge Customer Journeys”, by clicking here. 

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Gain the insights you need to enhance customer journeys, boost conversions and maximize lifetime customer value by downloading our eBook, “Watson, Can You Help Improve Digital Customer Experience?”. Our eBook is a compilation of the top 10 use cases you can apply to improve your digital intelligence and optimize your overall customer journeys. Put customer insights work with IBM Watson CXA. Please click the tile below to download the eBook.

Watson, Can you help improve digital experience ebook

Topics: Pereion Solutions, Marketing Analytics, Customer Experience, Watson Customer Experience Analytics, IBM Watson Customer Experience Analytics, Watson CXA, Marketing Optimization, customer journeys, actionable insight, Watson Marketing, Watson Campaign Automation, Silverpop, IBM Universal Behavior Exchange (UBX), customer insights, Watson CXA Use Cases, user experience, Watson CA, wcxa, wca

Enhance Customer Journeys with Customer Insights using Watson CXA

Posted by Steven Perry

Tue, Aug 21, 2018 @ 07:08 AM

All too often, many customers experience frustration in their digital online journeys. Such as a poor online check out process, a link that doesn’t direct you to the appropriate information or an invalid coupon code. All can lead to abandon carts or ignored marketing campaigns that, in the end, result in disappointed customers and marketers.

The key to a successful customer journey is having the appropriate data to better understand your customers. Each customer journey requires both a starting point and a goal. That goal should be a mutual win-win that builds up your relationship with your customer at every conversion point. The use of the customer data can help in achieving the mutual goal.

Sample Journeys

The What vs. the Why of the Customer Journey

While traditional web analytics do a great job in evaluating what is happening with your website, like number of clicks, page views or bounce rates, it does not tell you why your digital properties perform as they do. Use of customer data gives you the why in the equation. When you have both what and why, you acquire the insight needed to help improve customer journeys.

Customer data focuses on how users interact with your digital properties rather than the properties themselves. Customer data awards you a competitive advantage in that it supplies you with the knowledge needed to create exceptional digital experiences that produce outstanding journeys.

Customer Insights

Let’s take a look at the types of customer data that can be helpful in creating positive impressions on customer journeys:

  • Mindset Data – Are the key stages in the customer experience with a brand. Based on the customer interaction performed, customers are placed in one of the five mindsets
    1. Discover-customers are starting to learn what you’re are offering
    2. Compare-customers are looking at all the options available.
    3. Acquire-customers have purchased one or more product
    4. Use-customers that are your users who may register their product or contact the
      help desk
    5. Advocate-customers sharing product info on social media or supplying a
      customer product review

Mindset data can aid in building remarkable experiences along the customer journey that result in progress from one mindset segment to the next.

Journey_screen

  • Behavior Data displays and captures customer data through heatmaps, session replays and form analytics. These behavior analytic capabilities can pin point customer struggles that need immediate attention across all channels with speed and accuracy which ultimately drive ROI. This allows marketers to stay ahead of the competition, be more dependable and gain valuable insight to ensure customers achieve goals throughout their journey.
  • Engagement and Value Data can be created by leveraging AI customer analytic solutions, like Watson CXA. Customer value data calculations can be made for you with a level of speed and accuracy that does not involve a team of data scientists. The outcome being a recognized ROI.

Leverage Watson CXA to Improve Customer Journeys

By leveraging AI powered Watson Customer Experience Analytics (CXA), a better understanding of how customers interact with your brand can be achieved in journeys across time, devices and channels. It gives you insight into to why your customers experience issues, the visibility into the customer experience and the ability to segment customer sets so you can take immediate action. All allow you to make better, faster and smarter business decisions across customer touchpoints. To download a copy of the IBM’s Whitepaper, How to use Customer Level Data to Supercharge Customer Journeys, click here.

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If you are interested in learning more about Watson CXA and realized benefits and ROI, download a copy of our eBook which highlights the top 10 use cases and formulas for success. Gain the insights you need to enhance customer journeys, boost conversions and maximize lifetime customer value. Please click the tile below to download the eBook.

Watson, Can you help improve digital experience ebook

Topics: Pereion Solutions, Customer Analytics, IBM Customer Experience Analytics, customer experience analytics, Cart Abandonment, Customer Experience Analytics Formula, Customer Experience, Watson Customer Experience Analytics, IBM Watson Customer Experience Analytics, Watson CXA, customer journeys, journey reports, IBM Watson Marketing Insights, IBM WMI, Mindset data, Behavior Data, Engagement and Value Data, customer insights

About this blog

This blog provides insight and tips on Customer Experience Analytics, especially in the usage of Watson Customer Experience Analytics (WCXA) and Tealeaf software to optimize web and mobile experience.

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