《数字营销资料》19.3.ppt
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1、Tealeaf Customer Experience Management for Digital Channels 霸 挣 单 篮 肺 排 跟 磊 殃 腥 渣 唾 桂 摆 煌 却 旷 酚 犯 爬 郑 暑 害 释 东 坯 悸 趣 锌 驶 膘 奏 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 600+ Enterprise Customers; 30% of Fortune 100 Increase web and mobile conversion rates Reduce IT and support costs Improve customer sati
2、sfaction and retention Improve customer service efficiency Tealeaf - The Leader in Online Customer Experience Management Improving online customer relationships one experience at a time 2012 IBM Corporation 永 翱 误 蕾 雇 迈 减 静 芬 帘 蔗 裕 划 舔 呛 话 柄 睁 怖 碳 所 孙 凿 亡 痔 逞 卷 铣 咙 臂 墩 胞 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资
3、 料 1 9 . 3 Many industries use IBM Tealeaf for transactional and self service sites 44 of the Internet Retailer Top 100; 7 of the top 10 online retailers 8 of 10 of the Top Bank Holding Companies 9 of the 12 Largest P&C Insurance Companies in North America 10 of 12 of the most booked travel portals
4、50% of the top US airline carriers All Major North American Wireless Providers 坊 颐 质 叼 携 谬 哀 粗 漓 蝇 逢 械 舵 猫 绩 惮 珍 邵 崖 钟 椒 舜 检 访 姨 嘎 鼠 掀 罗 返 枝 沛 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 “The companies that focus on customer experience are the ones that will win” MandMDirect 4 懊 被 佬 挺 衣 销 迟 用 奴 葛 娱 搂 崭
5、党 跺 呛 塌 符 析 章 彤 慕 筹 俭 物 损 砚 腋 欲 奖 居 蝇 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 “We absolutely want to give our customers the best possible online experience so they continue to fly with us” US Airways 弦 涵 励 溶 厄 存 喊 转 蘸 晾 插 窿 厨 察 崎 俺 鼓 脑 潜 骂 攻 它 乾 租 址 龚 粗 拨 彻 蔽 异 才 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9
6、. 3 Removing sources of customer “struggle” Usability issues Application issues Site errors System issues Make the online experience better by: 6 吟 捏 墒 喷 匈 础 碧 傈 湛 牙 砒 赤 继 戮 迭 秩 缀 崔 全 秤 滔 合 搂 败 穴 旁 揍 淫 杨 撇 壮 瑞 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 How do you find out about bad customer experiences
7、? 舍 拌 捐 绢 辜 嗓 寿 阜 骂 氓 廊 凉 怜 央 捧 葡 仪 谊 备 花 湾 坚 搭 憾 瓤 桶 椭 蓝 硅 匠 照 涣 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 CustomerCustomer Service Calls Emails Surveys Business Business Trends Funnel Reports IT Performance Metrics Server Logs Tealeaf Captures Every Customer, Tealeaf Captures Every Customer, Every I
8、nteraction, Every Time for both Every Interaction, Every Time for both Web and MobileWeb and Mobile Filling the Gap: Requires Visibility Into Actual Customer Experience 2012 IBM Corporation 铜 陡 蜕 烦 牌 尖 磋 顿 淤 兜 杜 谓 棕 偶 渊 蛋 聋 拯 盛 貌 涤 壤 哄 次 清 祭 咖 仿 掘 含 吁 煌 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Web an
9、d mobile channels reduce People to Data See your digital channels through the eyes of your customers 9 汞 函 胁 镇 逮 驰 稳 焙 摩 顺 雾 夏 县 请 温 欢 寒 畅 蔓 是 纤 钙 滓 曲 玄 蕊 辅 淌 眶 镜 钱 寸 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Tealeaf: A Video Camera on Every Customers Shoulder 甜 聚 晋 性 炕 澜 悄 慷 稗 卒 退 北 赁 套 鞘 修 酵 谁 氟 闰 阀
10、 流 饲 隐 铆 根 读 案 胁 粪 沟 争 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Identifying Customer Obstacles Why did the customer abandon session? What is the reason for failed transactions? How can I immediately know about issues and retarget those who suffered? What is the business loss due to each error Is ther
11、e a trend for failures? (device? Browser? OS? How can I understand customer obstacles? 络 肢 烁 宝 鲍 凄 蔼 茫 箱 程 贵 摸 滤 肌 矽 牲 敌 馒 伶 挤 朝 豫 侠 逛 税 友 低 特 蝴 识 栅 缉 数 字 营 销 资 料 1 9 . 3 数 字 营 销 资 料 1 9 . 3 Answers Capabilities to Quantify and Act on Obstacles Quantify the Financial Impact of an Obstacle Revenue Im
12、pact Analysis Discover Every Impacted Desktop and Mobile Customer Analyze Impacted Sessions for Anomalies or Similarities Root Cause Analysis Follow Up with Impacted Customers Customer & Revenue Recovery 2012 IBM Corporation 米 判 手 铅 鲤 鲸 质 腑 肛 假 铂 演 向 送 敞 鸡 秧 拼 襄 搏 琼 醇 窜 软 我 傲 蹄 甭 王 屉 荧 拙 数 字 营 销 资 料
13、 1 9 . 3 数 字 营 销 资 料 1 9 . 3 IBM Tealeaf solutions are already helping organizations succeed with mobile marketing and mobile commerce Discover “why” mobile customers succeed or fail Automatically detect customer struggles, obstacles or issues Drill down into actual user behavior, complete with gest
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