By Bob Dever, Senior Director of Corporate Marketing —
At Tealeaf, we see companies adopt CEM solutions for any number of reasons. I always ask our customers if there was an "aha" moment, the figurative light bulb appearing overhead when it became clear to them that they needed to address online customer experience ASAP. As you might guess, their answers are all over the map.
For instance, I was on the phone with a telecommunications leader whose "aha" moment was when they realized just how bad their reputation was in the market. It was abundantly clear their site needed a lot of work. Not only were their customers telling them so, those customers were also posting very emphatic opinions to the social media echo chamber—where hundreds of thousands of potential customers would see them. Other companies talk about low NetPromoter Scores, another indication that online customers are none too thrilled with the experience they just had on a website.
Sometimes the "aha" moment revolves around a specific failing, in a straw that broke the camel's back sort of way. A failed promotion, disappointing conversion rates, poor adoption of a new online service, negative reviews for a mobile application. The common thread across these myriad issues is that that these companies don't know why things went south. They know what happened—the promotion or feature or site failed to meet their expectations. But they don't understand why. All the Application Performance Management lights were green. The system didn't break, but the customers didn't complete their transactions. In short, they lacked insight where they needed it the most—at the very bottom of their online sales funnel.
The new customers we most enjoy encountering are the ones that have got it right from the start. Case in point—Swanson Health Products, a leading provider of vitamins, supplements and natural health care products.
Swanson Health Products didn't have a bad reputation. Quite the opposite, in fact. They'd recently been commended with an "ELITE" rating from STELLAService—the highest rating a retailer can receive from this independent, online customer service ranking agency. With a clear understanding that the best brand advocates they have are their customers, Swanson Health Products wanted to make sure they were providing the same high-touch, customer service to online customers that they do across other channels.
Swanson Health Products just announced that they implemented Tealeaf. You can read about it here.
Rex Dahl, Call Center Manager for Swanson Health Products, had this to say: "The Tealeaf tool has been priceless from a service perspective. Online questions can easily be identified and resolved using real-time troubleshooting from the user's perspective. It's a win-win for our company and our customers."
If you haven't yet had your "aha" moment about CEM, you will some day. We just hope it happens because you're looking to build on your success, not put an end to your failings.
Got an "aha" moment you can share?
At Tealeaf, we see companies adopt CEM solutions for any number of reasons. I always ask our customers if there was an "aha" moment, the figurative light bulb appearing overhead when it became clear to them that they needed to address online customer experience ASAP. As you might guess, their answers are all over the map.
For instance, I was on the phone with a telecommunications leader whose "aha" moment was when they realized just how bad their reputation was in the market. It was abundantly clear their site needed a lot of work. Not only were their customers telling them so, those customers were also posting very emphatic opinions to the social media echo chamber—where hundreds of thousands of potential customers would see them. Other companies talk about low NetPromoter Scores, another indication that online customers are none too thrilled with the experience they just had on a website.
Sometimes the "aha" moment revolves around a specific failing, in a straw that broke the camel's back sort of way. A failed promotion, disappointing conversion rates, poor adoption of a new online service, negative reviews for a mobile application. The common thread across these myriad issues is that that these companies don't know why things went south. They know what happened—the promotion or feature or site failed to meet their expectations. But they don't understand why. All the Application Performance Management lights were green. The system didn't break, but the customers didn't complete their transactions. In short, they lacked insight where they needed it the most—at the very bottom of their online sales funnel.
The new customers we most enjoy encountering are the ones that have got it right from the start. Case in point—Swanson Health Products, a leading provider of vitamins, supplements and natural health care products.
Swanson Health Products didn't have a bad reputation. Quite the opposite, in fact. They'd recently been commended with an "ELITE" rating from STELLAService—the highest rating a retailer can receive from this independent, online customer service ranking agency. With a clear understanding that the best brand advocates they have are their customers, Swanson Health Products wanted to make sure they were providing the same high-touch, customer service to online customers that they do across other channels.
Swanson Health Products just announced that they implemented Tealeaf. You can read about it here.
Rex Dahl, Call Center Manager for Swanson Health Products, had this to say: "The Tealeaf tool has been priceless from a service perspective. Online questions can easily be identified and resolved using real-time troubleshooting from the user's perspective. It's a win-win for our company and our customers."
If you haven't yet had your "aha" moment about CEM, you will some day. We just hope it happens because you're looking to build on your success, not put an end to your failings.
Got an "aha" moment you can share?
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