By Denise Jack, Director of Best Practices —
To follow on a colleague's earlier post "Getting Started with CEM? Don't Boil the Ocean", I want to dive a little deeper into how to use Tealeaf with your Voice of Customer (VOC) solution in order to identify website issues. If you've implemented a VOC solution on your website, you're likely either overwhelmed with too much feedback or the feedback you do receive is too vague to be actionable.
The classic example is "Your website's broken." Thanks, but could you be just a little more specific?
Tealeaf offers a simple but effective integration with VOC solutions such as OpinionLab® and iPerceptions®. That means you get a direct link between the feedback and the customer's web session leading up to the submission. So rather than trying to make sense of the feedback alone, you can see exactly what that customer saw and did, what values he or she entered into form fields, etc. That way you can see exactly where things went wrong.
Hotels.com has been particularly effective at analyzing their OpinionLab feedback with Tealeaf. In one case, visitors submitted feedback that they were struggling to complete the registration process and were unable to book their reservations. Using the integration, Hotels.com discovered a very surprising user behavior—some customers tried to access the site by re-registering for an existing account. Consequently, the system recognized a duplicate email address and returned an error page that kept customers trapped in an endless loop. Based on this eye-opening information, Hotels.com redesigned the page and created a "book without registering" option. The result of this change? Nearly 50% of Hotels.com customers now use the new booking option. So not only did Hotels.com fix a website issue, they actually improved their business.
In closing, don't forget that your customer feedback is a two-way street! A great best practice is to respond to feedback once the issue has been identified or improvements have been made. While it may have been frustration that got these customers to first contact you, they will appreciate knowing their comments didn’t fall on deaf ears. Small, directed efforts like these go a long way to improving customer satisfaction and brand loyalty.
To follow on a colleague's earlier post "Getting Started with CEM? Don't Boil the Ocean", I want to dive a little deeper into how to use Tealeaf with your Voice of Customer (VOC) solution in order to identify website issues. If you've implemented a VOC solution on your website, you're likely either overwhelmed with too much feedback or the feedback you do receive is too vague to be actionable.
The classic example is "Your website's broken." Thanks, but could you be just a little more specific?
Tealeaf offers a simple but effective integration with VOC solutions such as OpinionLab® and iPerceptions®. That means you get a direct link between the feedback and the customer's web session leading up to the submission. So rather than trying to make sense of the feedback alone, you can see exactly what that customer saw and did, what values he or she entered into form fields, etc. That way you can see exactly where things went wrong.
Hotels.com has been particularly effective at analyzing their OpinionLab feedback with Tealeaf. In one case, visitors submitted feedback that they were struggling to complete the registration process and were unable to book their reservations. Using the integration, Hotels.com discovered a very surprising user behavior—some customers tried to access the site by re-registering for an existing account. Consequently, the system recognized a duplicate email address and returned an error page that kept customers trapped in an endless loop. Based on this eye-opening information, Hotels.com redesigned the page and created a "book without registering" option. The result of this change? Nearly 50% of Hotels.com customers now use the new booking option. So not only did Hotels.com fix a website issue, they actually improved their business.
In closing, don't forget that your customer feedback is a two-way street! A great best practice is to respond to feedback once the issue has been identified or improvements have been made. While it may have been frustration that got these customers to first contact you, they will appreciate knowing their comments didn’t fall on deaf ears. Small, directed efforts like these go a long way to improving customer satisfaction and brand loyalty.
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