Tealeaf: Experience Your Customers

Danger! Danger! Digital Miscreants, Malcontents and Bad Actors...Part 2

Guest post by John W. Kolker, Web Analytics Technical Consultant, Siteworx —

In my post last week, I discussed how a Customer Experience Management (CEM) tool like Tealeaf (which is not a "Fraud Detection Tool") has been leveraged by Siteworx to help our clients forensically track all aspects of customer behavior. This post concludes the discussion by describing the steps a company can take to understand and forensically track all aspects of customer behavior—legitimate or otherwise.



Step Two: Tealeaf and Deviant Behavior Digital Profiling

Once you have established customer behavior and the status quo for various parts of your digital space, you can then create events that will help you understand if users are deviating from the typical behavior or the standard you've set. Here are some examples:

Establish Customer Struggle KPIs, Part II

By Wendy Roth, Education Manager —

In my earlier post on establishing customer struggle Key Performance Indicator (KPI) scorecards, I discussed some of the ways you can determine what kinds of struggle are important to track on your mobile or desktop web site. Once you know what kinds of struggles you want to monitor, building a KPI scorecard to monitor them in Tealeaf is surprisingly easy.

A KPI scorecard, for example, can measure the percentage of visitors who struggle performing a basic activity, and lets you monitor if that struggle is greater than the thresholds you set for that activity. Let's look at a sample KPI report:



For each KPI, you must first determine what the base activity is, and then the events that indicate struggle. The base activity depends on what you'd like to measure, which varies by industry and website purpose. In this example, I am monitoring what percentage of my customers experience a struggle during the checkout process. My base activity, therefore, is a count of all the visitors who started the checkout process, counted just once per visitor.

Danger! Danger! Digital Miscreants, Malcontents and Bad Actors…Part 1

Guest post by John W. Kolker, Web Analytics Technical Consultant, Siteworx —



Are you detecting "bad actors" in real-time in your digital domain? Are you protecting the privacy of your customers, your inventory, and your transactional system from harmful and bad intentioned visitors, whether they are human or systemic?

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Just like in the "real" non-digital world, where every system, process and transaction is subject to the cheat, the dishonest and the scoundrel, so too is the "virtual" digital world subject to the same dangers. The digital world has quickly become a reflective microcosm of the real world, where your business can, may and will fall prey to this uniquely 21st century form of chicanery.

Tealeaf and the Flip Side of Customer Experience

The flip side of customer experience is customer behavior. The dual benefit of being able to analyze customer experience is the ability to observe, track and event off of customer behavior as they are having that experience.

Why Net Promoter Score Isn't Enough, Part 2

By Janet Jaiswal, Senior Director of Product Marketing —

In part one of this series on Net Promoter Score, I discussed some of the common complaints I heard from colleagues at the first-annual Customer Experience Professionals Association (CXPA) conference. Surprisingly enough, these complaints came from companies that had implemented NPS and were disappointed that it didn't help them achieve their goals of creating satisfied customers that would become more loyal patrons and even advocates of their brands over time.



Enter Customer Experience Management

According to Wikipedia, Customer Experience Management is a strategy that focuses the operations and processes of a business around the needs of the individual customer. The term 'Customer Experience Management' also represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service." Customer experience management solutions provide strategies, process models, and information technology to design, manage and optimize the end-to-end customer experience process.

One of the key features of successful CEM implementations is their ability to manage multi-channel interactions. Customer experience solutions address the cross-channel (contact center, Internet, self service, mobile devices, brick and mortar stores), cross-touchpoint (phone, chat, email, Web, in-person), and cross-lifecycle (ordering, fulfillment, billing, support, etc.) nature of the customer experience process.

NPS and CEM: A Comparison

Now that we have a standard definition of CEM, let's compare it to Net Promoter Score to further our understanding their merits and how they complement each other. Because I know the Tealeaf CEM solution well, I will use to as a way to illustrate what a CEM solution can do and address some of the complaints about NPS in my earlier posts.

Set Up KPIs to Track Your Holiday Customer Behavior

By Denise Jack, Director of Best Practices —

The latest in our Best Practices series, this post offers a suggestion for how to make Tealeaf users more successful. With the holidays quickly approaching, online retailers are working around the clock to ensure that their websites are ready to support all the customers who will be looking for the best deals on the latest gadgets, toys and maybe even those dreaded holiday sweaters. Come to think of it, the holiday season is a busy time for any number of other industries as well. To illustrate my point, however, I'll use the example of Key Performance Indicators (KPIs) that can help retailers monitor their websites to ensure that they provide optimal online experiences to those hungry holiday shoppers.

To start, remember that KPIs are meant to summarize meaningful and comparative data. They should also drive critical action when you observe a KPI trending in a way that may indicate customer struggle. Finally, KPIs should be grouped with a particular audience or focus in mind. For example, a marketing executive might not care to see a KPI on occurrence of 500 errors as much as seeing a KPI that indicates which holiday promotion campaigns are the most successful in driving conversion.

With Tealeaf, KPI scorecards give you the ability to easily group these KPIs so that they can be reported and presented for an analyst to gain awareness of any potential problems and drill down into further analysis. Going back to the holiday promotion campaign example, if the marketing team has created a targeted email campaign offering different coupon codes for their customer segments, I would suggest creating a KPI scorecard on the following:

Observations from Call Center World

By Michael Smitheman, Senior Product Manager —

I recently attended the Call Center World conference in Las Vegas, where contact center professionals from around the world gathered to share and discuss thoughts and ideas about the industry. It was an interesting conference format with many short presentations given by everyone from call center team leaders to company CEOs, delivering a wide breadth of opinion of the current state of the industry.

A number of things stuck in my mind...

The first was that leaders within the call center are continuing to try and change the perception of the industry—not just to their customers but also to the people that they have to go out and employ. The role of "Call Center Agent" is now being positioned as a legitimate stepping stone to serious career prospects and management teams are putting more emphasis on nurturing their agents to succeed.

In the world of Customer Experience Management this strikes me as a positive move. Historically, organizations have used the Marketing and Public Relations functions to try and convince customers that they are putting effort into improving customer service. Only rarely, though, did "the rubber meet the road" when it came to the ensuring the experience customers actually had when they called in to the contact center.