Pereion Solutions Blog

Jumpstart Your IBM Digital Analytics Capabilities With IBM Tealeaf

Posted by Greg Jackman

Wed, Sep 24, 2014 @ 08:09 AM

As an IBM Digital Analytics customer you have great web analytics and metrics on web and mobile website traffic, so why should you evaluate IBM Tealeaf?

IBM Tealeaf has the ability to provide a tremendous ROI for companies looking to improve their online customer experience. A Forrester Economic Impact study, Total Economic Impact: Building a ROI for Qualified Prospects to Quantify the Tealeaf Value Proposition, estimated the ROI to be 512% with a payback of 2.6 months.1 The real value of IBM Tealeaf web analytics is that you’re able to gain qualitative insight into understanding why your customers behave the way they do. You can combine that information with the quantitative metrics you receive from IBM Digital Analytics. You will have the ability to quickly identify customer struggle, visualize the issues your customers may be encountering, and optimize your online business processes.

So how do you get started in IBM Tealeaf to optimize your business processes, reduce complexity for your customers, and improve productivity? Pick your most critical process and get started. The heart of this jumpstart offering is that we will work with you to identify a single business process that is critical to your web and mobile presence, such as:

  • Checkout
  • Search & Browse
  • Registration
  • Policy Quotes

The key is to focus on creating events for each step in the business process. By mapping out each step of your process, you can breakdown and see where each customer may have struggled. By segmenting these customer sessions and replaying key elements of these sessions you can identify the critical issues and build plans to fix any breakdowns in customer experience that are causing customer struggle. IBM Tealeaf goes beyond the capabilities of traditional web analytics to show you exactly who did what, when, how, so you can visualize the real issues across the entire customer interaction.

In addition, Tealeaf has extensive digital analytic reporting that you’re able to develop and link directly to a customer’s critical processes. You’re able to utilize a combination of Alerts, Key Performance Indicators, Top Mover reports and Business Process Scorecards to give you a complete view of your digital customer experience. Ultimately, Tealeaf enables you to:

  • Increase your customer retention and conversion rates
  • Generate more revenue with more successful transactions
  • Provide a positive customer experience
  • Gain full visibility into customer struggle without interrupting customer behavior or site performance with tagging
  • Resolve system issues and customer obstacles

While IBM Tealeaf works with other web analytics solutions as well, we are focused on making it easy for IBM Digital Analytics customers to get started. We have packaged a “jumpstart” offering to enable you to get started with IBM Tealeaf and focus on your most critical online process. This jumpstart offering includes:

  • IBM Tealeaf Software (including CX, cxImpact, cxView modules)
  • Hardware Infrastructure
  • Tealeaf Implementation Services
  • Tealeaf Integration with IBM Digital Analytics
  • Initial setup for one business process

Click below to see the great savings you'd receive by getting started with IBM Tealeaf this year. This offering provides significant discounts on the IBM Tealeaf software, for existing IBM Digital Analytics customers, and includes everything you need to get started enabling you to get an immediate payback on your investment!2

Jumpstart Your IBM Digital Analytics Solution with IBM Tealeaf

To learn more about Tealeaf software, click on the "What is IBM Tealeaf" button below.

To contact us directly, please send an email to slperry@pereion.com.

 

Pereion Logo IBM Tealeaf Pereion Solutions Blog

 
1 Total Economic Impact: Building a ROI for Qualified Prospects to quantify the Tealeaf Value Proposition, IBM Corporation, 2012.
2Only existing IBM Digital Analytics customers are eligible for this offering and must be pre-approved by Pereion Solutions and IBM. Pereion reserves the unconditional right to determine customer eligibility.

Topics: Pereion Solutions, Marketing Analytics, Customer Experience Management, Tealeaf Software, IBM Tealeaf, Tealeaf competitors, tealeaf web analytics, Tealeaf best practices, Marketing Technology, tealeaf analytics, IBM ExperienceOne, IBM Tealeaf Partner, Tealeaf technology, Tealeaf IBM, IBM Enterprise Marketing Management, Digital Marketing Optimization, IBM Digital Analytics

Marketing Plays the Leadership Role in Customer Experience Management

Posted by Greg Jackman

Wed, Aug 27, 2014 @ 07:08 AM

Leading marketing companies are leveraging marketing technology and customer analytics, so that they can play a leadership role in improving customer experience management. Improving customer experience touches many parts of an organization and marketing has a critical role to play.

In the IBM State of Marketing 20131 survey, IBM investigated what the most successful companies are doing from a marketing perspective to keep pace with shifting customer channel preferences. They recommended following these three strategies to enhance the quality of your digital customer experience management:

  1. Integrate & Act on Customer Context:  Understand the context of customer interaction and have the ability to respond accordingly.
  • Adjust real-time offers based on context
  • Use optimization technology across all channels
  • Integrate inbound/outbound and online/offline
  • Systematically Use Customer Insights: Marketing leaders use technology to develop customer insights and act on them in a consistent basis.
    • Conduct analysis of customer insight to discovery causes of problems
    • Apply advanced analytics to determine media spend
    • Detect transaction struggles and take action accordingly
  • Understand the Broader View of Customer Experience: Successful digital marketers recognize the basis and full scope of their customer engagement, so use analytics to drive your actions and create customer relationships that grow and strengthen over time.
    • Track commitments from service interactions
    • Identify and fill execution gaps in brand promise
    • Track customer lifetime value

    The most successful businesses are able to focus on customer engagement by seamlessly integrating across all channels.

    Utilizing tightly integrated cross-channel marketing technology will provide the foundation to improve customer experience management. Customer insight becomes the catalyst for managing and taking action to improve customer experience. Even for marketing leaders integration challenges remain, like integrating across social and mobile channels. The reward for companies that are able to address these challenges is a demonstrablly higher financial return. 

    With the proper digital marketing technology, you'll be able to evaluate the quality of a customer experience with real metrics. These numbers can be analyzed systematically to determine a monetary value for each of your customer engagements. Ask yourself:

    • How well is my business converting customer interactions?
    • What are the obstacles to purchases and detractors from customer experience?
    • Can we identify and target customers that have abandoned online transactions?
    • Do I have customer analytics that provide a view across the customer lifecycle?

    In the end, the highest performing businesses have a clear view of their end goal. To them, marketing is more than a series of individual sales. It’s an influence, and a responsibility that goes beyond the sales cycle. With cross-channel marketing technology, it brings all your channels and interactions together to deliver a superior, end-to-end customer experience. Digital marketing done effectively will translate into a better experience for the customer, and increase revenue for your business.

    For more information on how marketing technology can enable a better customer experience, please download the IBM Whitepaper: How Marketing is Taking Charge: Leading the Customer Experience:

    IBM Whitepaper: How Marketing is Taking Charge: Leading the Customer Experience

    To learn about IBM Tealeaf Customer Experience Management offerings, please see:

    IBM Tealeaf 

    To contact us directly, please send an email to slperry@pereion.com.

     

    Pereion Logo Marketing Analytics & Optimization LinkedIn Showcase Page Pereion Solutions Blog

    1The State of Marketing 2013, IBM's Global Survey of Marketers, 2013.

    Topics: Pereion Solutions, Marketing Analytics, Customer Experience Management, Tealeaf Software, IBM Tealeaf, Marketing Technology, tealeaf analytics, IBM Tealeaf Partner, Digital Marketing Optimization

    12 Best Practices to Improve Customer Experience with IBM Tealeaf

    Posted by Greg Jackman

    Tue, Jul 8, 2014 @ 08:07 AM

    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:

     

    IBM Tealeaf Online Customer Experience Optimization

     

    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.

    To discuss with us how IBM Tealeaf will improve your business, please click on the button below, or contact us directly at slperry@pereion.com.

     

    IBM Tealeaf CX

     

    Or to learn more about the benefits and capabilities of the IBM Tealeaf CX platform, please visit our IBM Tealeaf page.

     

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    Topics: Pereion Solutions, Marketing Analytics, Customer Experience Management, Tealeaf Software, IBM Tealeaf, Tealeaf competitors, tealeaf web analytics, CEM, Marketing Technology, tealeaf analytics, IBM Tealeaf Partner, Tealeaf technology, Tealeaf IBM, IBM Enterprise Marketing Management

    You Know What’s Happening On Your Website, But Do You Know Why?

    Posted by Greg Jackman

    Tue, Jun 24, 2014 @ 10:06 AM

    There’s no shortage of digital and mobile analytic products that are designed to tell you in slightly different ways what is happening on your website. But most of them fail to help you understand why. Customer Experience Management (CEM) tools are made to track and manage the customer experience across multiple channels, yet many of them don’t provide a complete view of the digital or mobile online experience. To truly improve your customer’s online experience, you need qualitative analysis along with all the quantitative digital analytics. You need to figure out why people are leaving your site, or failing to complete a transaction. You need to dig deeper to understand the root cause of the customer struggle and ask questions like:

    • What website component are they struggling with? Is it the navigation?
    • Why are they not clicking on your CTAs and filling out the forms?
    • Why didn’t they complete the transaction and abandon the cart?
    • Was it simply customer error? Or a technical failure?

    So how do we answer the why question and get to the root causes?

    What problems could have been avoided if you had visibility into their online experiences?

    As part of the IBM ExperienceOne portfolio, the IBM Tealeaf CX platform is a solution that records the behavior of your website visitors, giving you critical insight into their online experience in real-time.

    IBM Tealeaf gives you that qualitative data. In other words, it tells you why your customer is doing what they’re doing, instead of just what they’re doing. By performing a qualitative analysis of each customer interaction, IBM Tealeaf gives you the unparalleled visibility and insight into the answers you need to provide your customers with a positive online experience. You’re able to track your customers in real-time, getting into their virtual minds, and determine their reasons for struggle or abandonment.

    IBM Enterprise Marketing Management Partner     IBM Tealeaf CX

    IBM Tealeaf’s capabilities include:

    • Being able to see the way your website works through the eyes of your visitors regardless of whether they’re using a desktop or mobile device.
    • Giving you a 360 degree perspective of your customer during the visitor session.
    • Enhancing your call center service levels by responding seamlessly with immediate customer session analysis.
    • Resolving problems and roadblocks that are hindering customer satisfaction and revenue.
    • Ability to alert to, create and diagnose problems encountered by real users.
    • Capturing website traffic without interfering with site performance.
    • Reliable architecture that scales to fit true enterprise class websites.

    Because you can gain real insight into what customers do and why they do it, IBM Tealeaf provides a set of compelling business benefits and a quick ROI.

    IBM Tealeaf’s business benefits include:

    • Increasing customer satisfaction, retention and loyalty.
    • Improving customer conversion rates and overall revenue.
    • Identifying potential patterns of fraudulent activity.
    • Improving call center efficiency.
    • Prioritizing system and website design changes.

    To learn more about the benefits and capabilities of the IBM Tealeaf CX platform, please visit our IBM Tealeaf page and our IBM Tealeaf Resources page.

    Please also share this blog using the social media icons above and subscribe to the Pereion blog and Marketing Analytics LinkedIn showcase page below.

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    Topics: Pereion Solutions, Marketing Analytics, Tealeaf Software, IBM Tealeaf, Tealeaf competitors, tealeaf web analytics, Marketing Technology, tealeaf analytics, IBM Tealeaf Partner, Tealeaf technology, Tealeaf IBM, IBM Enterprise Marketing Management

    The Value of Marketing Automation for IT Service Providers

    Posted by Greg Jackman

    Tue, Jun 17, 2014 @ 08:06 AM

    Marketing automation provides the tools that make it possible for IT service providers, or managed service providers, to build pipeline and grow their businesses. When we refer to marketing automation we’re talking about applying techology that allows you to more fully understand and interact, with potential buyers throughout the sales lifecycle. Marketing automation provides the resources to identify, nurture, and close these prospects in a manner that is valuable to them.

     

    The key feature of any marketing automation tool is to focus on the relevance of communications: Deliver personalized messages to your targeted audience.

     

    The most significant capabilities of any marketing automation tool are:

    • Segmentation tools within your databases
    • Automated communications with trigger marketing
    • Campaign creation, design, deployment & measurement
    • CRM integration and synchronization
    • Lead management, scoring, routing, and nurturing
    • Tracking, logging & analyzing you website traffic
    • Systematic demand creating activities
    • Optimizing your social media efforts
    • Real-time sales alerts for specified prospect activity

    As a result of these capabilities, marketing automation is able to produce these key benefits:

    • Drives revenue and improves ROI
    • Improves integrated data management
    • Increases conversion rates

    To build on this point, Gleanster Research conducted a study on the effects of marketing automation, showing that it has the capability to yield strong results at low marketing costs:

     

    Reasons to Implement Marketing Automation1

    gleanster reasons2 resized 600

     

    Furthermore, there is evidence that the marketing industry is beginning to pay attention to these statistics and recognize the value in creating demand through marketing automation: 

    • Companies that use automation experience a 10%+ increase in revenue within 6 to 9 months.2

    • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.3

    • The adoption of marketing automation technology is expected to increase by 50% by 2015.4

    • Businesses that use marketing automation experience a 451% increase in qualified leads.4

     

    Act-On & HubSpot are two Pereion partners that provide marketing automation services.

     

    Act-On is a cloud-based marketing automation platform with simple tools that track and measure any of your complex programs. They provide you with straight-forward approaches that analyze your web traffic, nurture your leads, integrate with your CRM, and allow you to easily manage your campaigns.

    After just six months of implementing Act-On's marketing automation tools, NuGrowth Solutions, a provider of sales and marketing services, nearly tripled their lead generation with an increase of 192%, and improved their open rates by 34%.5 They were able to achieve this explosive growth because of Act-On's capabilities to:

    • Engage prospects productively through lead nurturing
    • Execute on enhanced segmentation lists
    • Deliver results quickly to the right sales people
    • Automate follow-up email responses to the appropriate prospects
    • Track and compare campaign results effectively

    HubSpot’s marketing automation also feeds your sales pipeline, offering marketing analytics to optimize all your programs. They offer automated workflows to set up your marketing automation process so you’re able to engage and nurture your contacts with targeted, personalized emails at the most relevant time. These workflows are based on your buyer persona and goals. HubSpot provides the tools for you to attract, convert, track, categorize and profile your leads according to their characteristics and behavior.

    Australian Rezdy, a B2B company that produces online reservation software for leisurely travel, had to grow their business with limited staff and resources. With HubSpot’s marketing automation tools, their nurturing program increased their lead generation by 500% and web traffic by 380%.6

    Are you using a marketing automation platform? How has it benefited your company?  If you’d like to discuss the specific marketing automation objectives for your business, please use the comment section below or contact Steve Perry directly at slperry@pereion.com.

    For more information on the best inbound marketing practices for a IT Service Provider, (including marketing automation on page 17) please download our Marketing Playbook for IT Service Providers:

    Pereion Marketing Playbook for IT Service Providers

    Please also feel free to share this blog using the social media icons above. You can subscribe to the Pereion blog below, as well, to continue receiving information on how IT solution providers utilize marketing automation, and other inbound marketing strategies.

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    1Leveraging CRM Marketing Automation with Digital Marketing Tools, Digital Warriors, 2014.
    2 The Data You Need to Make a Compelling Case for Inbound Marketing, HubSpot, 2014.
    3All The Marketing Statistics You Need, HubSpot, 2014.
    4100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-In, HubSpot, 2014.
    5Using Act-On, NuGrowth Sees 3X Increase in Leads, Act-On, 2014.
    6Australian Rezdy Software Uses Marketing Automation to Increase Leads by 500%, HubSpot, 2014.

    Topics: Pereion Solutions, IT Marketing Services, Marketing Automation Provider, Marketing Automation, MSP, MSP Marketing, Inbound Marketing, Marketing Technology

    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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