1. IBM Tealeaf Customer Experience On Cloud
Customer Experience as a Service
November 2016
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain

2. Businesses must understand their customer
88%
abandoned cart
63%
less likely to repeat with bad experience
75%
move to costly channel
41%
expressed frustration
Businesses must understand their customer is an obvious statement but what are the impacts of doing this poorly? Well it’s significant…
Revenue Loss: 88% of web buyers abandoned an online shopping cart without completing a transaction
Customer Churn: 63% of all online adults are less likely to buy from the same company via other channels if they experienced a problem with a mobile transaction
Higher Cost: 75% of consumers move to another (more costly) channel when online customer service fails
Brand Impact: 41% of Social Media comments about the top mobile companies expressed frustration

3. Today’s consumer is empowered and demanding
71%
of smartphone users compare prices in stores1
58%
are more price conscious today than they were a year ago2
43%
increase in mobile sales on Black Friday 2013 versus 20123
6.8B
mobile phone subscribers across the globe in 20134
70%
of a business-to-business (B2B) purchase decision is made before a sales representative is contacted5
92%
of consumers trust earned media above all other forms of advertising6
Today’s consumer is more demanding now than ever before.
SOURCES:
Meeting the demands of the smarter consumer, IBM Institute for Business Value,
92% of consumers research online and seek opinions via earned media before a purchase
71% of smartphone users compare prices in stores
5.9B mobile phone subscribers across the globe in 2013
IBM 2012 Holiday Benchmark Reports,
63% increase in mobile sales on Black Friday 2012 vs. 2011
Connect with B2B buyers before they’re too far down the funnel, ChiefMarketer, 9/13/12:
70% of a B2B purchase decision is made before a rep is contacted

4. Bad customer experiences are more dangerous than ever.
Customers are no longer keeping their bad experiences with brands to themselves. More than ever before social media makes it easy for unhappy customers to share their experiences to the world. They have a voice which can amplify the issues across larger audiences.
The damage to a brand often takes months if not years to overcome.

5. What works
“The Companies That Focus on Customer Experience Are The Ones That Will Win”
– Large Online Retailer
Progressive companies are at the forefront of the Customer Experience wave. They realized early on that great customer experience will go a long way in differentiating themselves in the marketplace.
This is the market asking for a solution. Not us pushing.

6. 92:1
Companies typically spend $92 to bring customers to their site.
92:1
But only $1 to convert them.
eConsultancy: Conversion Rate Optimization Report
Companies often allocate large budget to outbound marketing but neglect to think about converting those that come to their sites or using their mobile apps. eConsultancy did a study and found that companies on an average and as a ratio spend $92 for outbound marketing but only $1 on converting the visitors.

7. Limited understanding
Visibility Gap
How people become aware of your brand or website
Where people come from before visiting your website
What types of content make people more likely to buy or convert
The value of visitors from different sources of traffic
Why visitors make a purchase or convert
What usability issues are most likely to affect the conversation
What they are most likely to do on their first visit
How visitors behave on different devices (for example, desktop, laptop, tablet, smartphone)
Why visitors leave the site without converting
Why people abandon the shopping cart or transaction
Behaviors of different visitor types (men, women, frequent visitors and so on)
68%
56%
48%
43%
42%
41%
33%
28%
27%
22%
27%
38%
48%
47%
55%
50%
57%
63%
60%
59% 4% 6% 3% 8%
10% 9%
13%
19%
50%
100%
Good understanding
Limited understanding
Companies have been making large investments in their IT and web infrastructure technologies. However the eConsultancy ( found that there are still gaps when it comes to understanding why their customers are not completing purchase transactions. They don’t have visibility into the customer struggles and sources of frustration.
Reducing Customer Struggle 2013
No understanding

8. User Journey
Let’s follow a user through his/her journey and see what happens when there is an abandoned transaction. When a customer comes to the business website of starting to use the mobile app, at this point the company has already spend a tremendous amount of money, resources, and effort – building and launching of website/app and all the outbound marketing campaigns to drive adoption. However after browsing, putting products into the shopping cart the user abandoned and did not complete the transaction. All that investments provided 0% return for this transaction.

9. User Journey – IT Department
APM Services
Status
Application Servers - SLA
Database Monitoring
Middleware Monitoring
Network Monitoring    
Let’s look at the IT department – they are operating within the guidelines of their SLAs with the LOBs. The Application Performance Management tools show that their application servers are functioning with their SLAs. Database is function normally. Middleware monitoring did not show any rolled back transaction, and network was up and running. From IT’s perspective they did not have a problem even when the business did not achieve the desire business objective for this particular transaction.

10. User Journey – Contact Center
Small %
Scripted questions
Escalation
For the contact center, you would hope that the customer truly wants the products and would pick up the phone to call the contact center – a more expensive channel. However Gartner has found that only a small % of customers that struggled on the digital channels would reach out to the contact center.
Unfortunately the Customer Service Representative (CSR) works from a scripted list of questions – Could you tell me what you did? Basically the CSR is asking the customer to relive a bad experience.
Very often time the customer would hang up and continue to be disappointed after the call or the call requires escalation – a much more expensive option.

11. User Journey – Marketing Department
WA Data
Status
Unique Visitors
Page Views
Up Time
Conversion Rate    x
IT request
Remarketing
Same results
Now let’s look at the marketing department – web analytics provides the core of the operating metrics. The dashboard shows that unique visitors metric is up – a sign that their latest outbound campaign as successful. Page views were also up – all the expenses and efforts of redesigning the website or building the app were well rewarded. IT department shows that the system up time was with in the SLA requirements. However conversion rate is down.
The first reaction is to try to understand why the conversion rate is down - call to IT department yields no results – as we have seen before IT does not have a problem.
The next reaction is to correct the problem with a remarketing campaign – an offer of free shipment. When the customers receive the follow-up offer of free shipment they would be eager to come back. However they would encounter the same struggles and abandon the transactions again – same results as before.

12. User Journey – Marketing Department
Without understanding Why and fixing the problem, all other services and solutions are either ineffective or inefficient
The key here is that without visibility into customer struggle and understanding Why all other services and solutions are either ineffective or inefficient!

13. The Gap – No Visibility into Why Customers Succeed or Fail
Server Logs
Performance Metrics
APM
Funnel Reports
Business Trends WA
, Surveys
Phone Calls
CRM
The visibility gaps continue to exist even when companies make heavy investments in IT, Marketing, and Contact Center solutions.

14. Actions Interactions Issues
The Gap – IBM Tealeaf captures Every Customer, Every Interaction, Every Time
IBM Tealeaf
Actions Interactions Issues
Server Logs
Performance Metrics
APM
Funnel Reports
Business Trends WA
, Surveys
Phone Calls
CRM
IBM Tealeaf addresses this visibility gap by capturing every customer, every interaction, every time. We provide unprecedented visibility into customer behaviors and struggles allowing companies to proactively take corrective actions and improve conversion rates.

15. As-it-Happens Awareness To Eliminate Further Struggle And Make More Customers Successful
Very often time companies are not aware of problems effecting the bottom lines until the end of the month or quarter.
With IBM Tealeaf companies have real time analytics that uncovers potential negative trends, identify root causes of struggles, and quantify business impacts of the issues. Companies can be proactive in taking corrective action and stop the dominoes from continue to fall.

16. What – Web Analytics Why – IBM Tealeaf
Web analytics and IBM Tealeaf are complimentary solutions. Web analytics provides all the great metrics regarding WHAT is going on with your website (or apps) and Tealeaf provides the WHY.
One way to think about it is when watching a sports event such as football (soccer – US) game. The score board shows all the essential stats such as the score, which half the goals were made, time remaining, and penalty stats.
But by looking at the scoreboard you don’t know WHY one team is dominating the other. Tealeaf is like watching the highlight replays of the game. You would understand that the star player was hurt early on in the game and the other team was able to exploit the weakness. You now understand WHY behind the scores.

17. Tealeaf CX Deployment on Cloud
Capture Data
Tealeaf SaaS Solution
User Interactions
Environmental Data
Contextual Information
No investment in infrastructure
Leading Next Generation UI and Features
Agile Release Cycle (monthly, always current)
Easy Deployment (SDK JavaScript file)
Bridge to Cloud Sales Play available

18. Tealeaf CX on Cloud Capabilities
Web and mobile analytics
New Eventing Module (unique to Tealeaf; ability to create custom events using Tealeaf’s raw data)
Flexible report modules
New User Interface (UI)
Session Timeline for root cause analysis (unique to Tealeaf Cloud)
Integration into Digital Analytics and Journey Analytics
Session Replay

19. Session Timeline
See step by step actions within a user’s individual session
View session detail information
Quickly see events that fired
Launch into replay from any page
We want our customers to go beyond the traditional digital analytics and have visibility into customer behavior so they can identify conversion struggles due to technical or non technical issues and fix them.
We believe giving our customers a greater visibility into customer’s behavior and their digital interaction will help them prevent revenue losses and negative customer experiences.
--- product specific talking points----
With IBM Customer Experience Analytics you can see experience through your customers eyes:
Automatically detect areas of customer struggle and success
Replay customers actual web and mobile behavior
Quantify business impact and take action

20. Automate data-driven actions with cognitive systems
Customer Experience Analytics
Struggle Analytics
Customer Behavior Analytics
User Context Analytics
Usability Analytics
Digital Analytics
Journey Analytics
Complex interactions increase risk of customer struggle.
Idle moments become fragmented sessions.
Customer journeys span multiple devices and channels.
Customer journeys include inconsistent experiences.
© 2016 IBM

21. Surface the user interactions where struggle is most apparent
Help online marketers and merchandisers detect customer struggles and improve customer experiences by understanding historical patterns of customer engagement.
Deliver alerts on struggle points and identify the root cause of a struggle through the patterns each user exhibited
To assist you here – we have Watson Customer Experience Analytics which helps detect struggles by understanding historical patterns of customer engagement,
As you own personal assistant – it automatically uncovers customer experience pain points by detecting where customers struggle the most in relation to normal and abnormal data patterns.
Let the system identify the most critical interactions where there are struggles in a given journey
Receive automatic alerts based on struggle factors that the system learned
Drill down with replay to uncover where and why through the review of the struggle paths and scores
These powerful analytics tools help you ensure that you are creating and delivering optimal customer experiences across all channels to keep customers engaged and coming back for more.
Now let’s look at some leading brands and clients and how they are approaching their own Cognitive Journey with IBM Watson Commerce and our broad ecosystem of parnters.
© 2016 IBM

22. Session Replay Watch individual sessions from beginning to end
Ability to step through or start from any point
DOM Capture replay so you see what the visitor sees (no PCA required)
View the Payload from any page
We want our customers to go beyond the traditional digital analytics and have visibility into customer behavior so they can identify conversion struggles due to technical or non technical issues and fix them.
We believe giving our customers a greater visibility into customer’s behavior and their digital interaction will help them prevent revenue losses and negative customer experiences.
--- product specific talking points----
With IBM Customer Experience Analytics you can see experience through your customers eyes:
Automatically detect areas of customer struggle and success
Replay customers actual web and mobile behavior
Quantify business impact and take action

23. Key Benefits Visibility into where and why struggle is occurring
Gain insight into how web and mobile applications are being used, and where improvements can be made
Improved site/mobile usability and customer satisfaction
Increased conversion rates from web and mobile adoption and usage
Reduced load on contact centers, call times, call volumes, and average speed to answer questions

24. As-it-Happens Awareness To Eliminate Further Struggle And Make More Customers Successful

25. 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
50% of the top US airline carriers
All Major North American Wireless Providers

27. Backup

28. Tealeaf SaaS Deployment Timeline: Rapid Time to Value
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
QA – SDK Configuration
Production
Report setup and training
IBM Tealeaf Tasks
Host Kick-off call to review requirements
Provision Customer Instance
Configure Software:
Events, Reports, Dashboards, Scorecards and Alerts
Configure SDK: Validate Data / Validate Privacy settings / Replay Configuration / Data Normalizations / Exclusions
SDK Delivery
Deliver Training
Push SDK to Production
Customer Tasks
Assist with building events, reports, dashboards, scorecards and alerts
Kick-off call: Define requirements, site goals, KPIs and Privacy Settings
Test SDK in QA; refine replay and review privacy settings
Data Validation
Power User Training
Overlay our best in class Professional Services to maximize results!
Overlay our best in class Professional Services to maximize results!
Overlay our best in class Professional Services to maximize results!
Overlay our best in class Professional Services to maximize results!

29. 70% of IT budgets are spent on operations and maintenance CFOs
Cloud is revolutionizing how both IT and line-of-business executives consider and consume IT
80%
of new IT investments will directly involve LOB executives by 2016
70% of IT budgets are spent on operations and maintenance
CFOs
authorized 26% of all IT investments during the past year.
6 out of 10
organizations overspend on IT without improving IT services
CMOs
will control more IT buying decisions in 2017 than the CIO
©2015 IBM Corporation

30. IBM Security market-changing milestones
Secure mobile management
Advanced fraud protection
2013
Endpoint management and security
Information and analytics management
Security intelligence
2012
Database monitoring and protection
Application security
How many Cloud/SaaS Vendors have this much at their disposal?
2011
IBM Security is created
Enterprise single- sign-on
2010
Application security
Risk management
Data management
2009
2008
Network intrusion prevention
2007
SOA management and security
2006
Identity management
Directory integration
2005
6,000+ IBM Security experts worldwide
3,000+ IBM security patents
4,000+ IBM managed security services clients worldwide
25 IBM Security labs worldwide
2002
Access management
1999
Mainframe and server security
1976
This is a proven track record of focus and investment in security. NOBODY can beat this – we need to position IBM as the Cloud Provider our clients can and should trust with their data.
©2015 IBM Corporation

31. Why do the world’s leading companies rely on IBM SaaS solutions?
100+ best-in-class solutions
Broad coverage for front office roles with 8 SaaS suites for the c-suite
Deep domain expertise across 17 industries delivered through IBM Global Business Services
Availability in over 50 countries today
Customer-centric value with outcome-based subscription models
Enterprise-grade security standards
Flexible deployment across private, public, and hybrid cloud environments
Large and expanding global SaaS business partner community

32. IBM Tealeaf CBA on Cloud: Additional Technical Details
Software-as-a-Service (SaaS) subscription offering that is deployed on the IBM SoftLayer cloud infrastructure.
Customer experience data from native mobile (iOS and Android) and mobile web applications is captured and sent to the IBM-hosted and managed cloud environment. Note: also applies to non-mobile SDK data
Captured data can include application interactions, device information, and user context data.
Reports that are based on customer experience data can then be accessed in the cloud from any browser-enabled device.
IBM delivers onboarding services to help subscribers instrument their applications with the appropriate Tealeaf SDK and to configure IBM Tealeaf on Cloud CX for their application-specific analytics and reporting requirements.