By Wendy Roth, Education Manager —
The latest in our Best Practices series on this blog, this post discusses how to establish Key Performance Indicators related to customer struggle in your dashboard. Sometimes, Customer Experience Management can be a real workout. Are you a gym rat?
I'm certainly not. In fact, sometimes it's a real struggle to drag myself to the gym. One thing that has motivated me to do better is setting goals and keeping track of how I perform against those goals. At my gym, the weight machines automatically track my progress, so I can see my improvement—or when I'm slacking off a bit. Sure, I could keep track using an old-fashioned card, but it's sure easier and more motivating to have that improvement graphed out automatically for me.
Similar to the state-of-the-art machines at my gym, Key Performance Indicator (KPI) scorecards in Tealeaf let you identify and measure your website performance to ensure you are meeting your strategic and operational goals. KPI scorecards not only make sure you're aware of changes in those metrics, but they are interpretive, giving you indications when something is getting better or worse. And if things are, in fact, getting worse, the KPI scorecards let you easily drill-down to look at the data and user actions so you can investigate the root cause.
So how do you decide on which KPIs to track? As Bonny Evans said in an earlier post about getting started with CEM, don't boil the ocean. It's better to focus on a few key metrics than to create KPI scorecards for every website process.
The latest in our Best Practices series on this blog, this post discusses how to establish Key Performance Indicators related to customer struggle in your dashboard. Sometimes, Customer Experience Management can be a real workout. Are you a gym rat?
I'm certainly not. In fact, sometimes it's a real struggle to drag myself to the gym. One thing that has motivated me to do better is setting goals and keeping track of how I perform against those goals. At my gym, the weight machines automatically track my progress, so I can see my improvement—or when I'm slacking off a bit. Sure, I could keep track using an old-fashioned card, but it's sure easier and more motivating to have that improvement graphed out automatically for me.
Similar to the state-of-the-art machines at my gym, Key Performance Indicator (KPI) scorecards in Tealeaf let you identify and measure your website performance to ensure you are meeting your strategic and operational goals. KPI scorecards not only make sure you're aware of changes in those metrics, but they are interpretive, giving you indications when something is getting better or worse. And if things are, in fact, getting worse, the KPI scorecards let you easily drill-down to look at the data and user actions so you can investigate the root cause.
So how do you decide on which KPIs to track? As Bonny Evans said in an earlier post about getting started with CEM, don't boil the ocean. It's better to focus on a few key metrics than to create KPI scorecards for every website process.
Source for Customer Struggle KPIs
Here are a few suggestions on where you might get ideas for your customer struggle KPIs:
- Review customer surveys and feedback forms. Be sure to check the comments area, as those may have more specific issues that prompt you to dig deeper to understand why the customer had an issue.
- Reach out to the website stakeholders and learn what they think is important and where they believe there might be usability problems. Don't forget to talk to your customer service representatives, who are a good source of site issues since they are often the first to hear of a site issue when a customer calls or emails them.
- Use the Tealeaf portal to find user sessions with the newly identified issues in order to see the actual session when a customer experienced an error or abandoned a transaction. Consider running a “Tealeaf Movie Night” to review these sessions with website stakeholders in order to help them better understand how your customers experience your website. Movie nights are often a good source of additional KPIs your stakeholders want to track.
Common KPIs that Tealeaf Customers Track
Known Bad Behaviors: Multiple attempts to do a key process without success. For example, a web site visitor fails to login after multiple attempts, fails in a conversion process, or is unable submit a form.
Known Bad Experiences: Business issues will vary by industry, of course. A few examples include car unavailable notifications for a car rental agency, out-of-stock messages for an e-commerce site, or qualification issues for a financial site. You get the idea. Don't forget to include technical issues, such as slow page performance, error pages or error messages. Customer visits to help, support, or the feedback form also indicate bad experiences that are worth tracking.
Unexpected Outcomes: Validate steps that are network resource intensive and therefore slower, such as checkout on an itinerary for a travel site, or after interacting with a third party, such as payment processing for a credit card.
Once you've identified the KPIs that are most important for your site, you'll be ready to use Tealeaf to create a KPI scorecard to track your site's performance. If you follow the guidelines suggested above, I promise you, it won't be as hard as some of the more challenging equipment at the gym—like those dreaded tricep press downs.
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