By Bonny Evans, Best Practices Manager —
The latest in our Best Practices series, this post offers a suggestion for how to make Tealeaf users more successful. Break out the liquorice and soda and let's have a night at the movies! I've always enjoyed getting together with a group of friends to watch a good movie. The movie itself is usually fun enough, but what makes the experience truly rewarding is what happens after the movie has ended—the ensuing interactions stemming from our shared experience. We may exchange our thoughts and opinions about a particular movie scene as we exit the theater, or comment about the special effects, and of course, sometimes there are those really memorable movie lines that'll stay with us as we quote them time and again.
Well it turns out that these movie nights aren't just for Hollywood productions—you can also host them to watch how your customers interact with your website.
The concept of "movie nights" is one of our Tealeaf best practice approaches to proactive customer listening. Conducting "movie nights" is a simple but powerful way to uncover opportunities to improve your customer's experience, regardless of whether you're new to Tealeaf or a veteran user. Leverage Tealeaf as the common platform for bringing together team members from across your company and facilitating communication about website issues and site optimization opportunities.
The latest in our Best Practices series, this post offers a suggestion for how to make Tealeaf users more successful. Break out the liquorice and soda and let's have a night at the movies! I've always enjoyed getting together with a group of friends to watch a good movie. The movie itself is usually fun enough, but what makes the experience truly rewarding is what happens after the movie has ended—the ensuing interactions stemming from our shared experience. We may exchange our thoughts and opinions about a particular movie scene as we exit the theater, or comment about the special effects, and of course, sometimes there are those really memorable movie lines that'll stay with us as we quote them time and again.
Well it turns out that these movie nights aren't just for Hollywood productions—you can also host them to watch how your customers interact with your website.
The concept of "movie nights" is one of our Tealeaf best practice approaches to proactive customer listening. Conducting "movie nights" is a simple but powerful way to uncover opportunities to improve your customer's experience, regardless of whether you're new to Tealeaf or a veteran user. Leverage Tealeaf as the common platform for bringing together team members from across your company and facilitating communication about website issues and site optimization opportunities.
The different groups that are involved with website and customer experience topics tend to focus on their specific functions and, as a result, are not aware of the full scope or impact of a problem. How could they be, when each team's perspective differs? Engineering and QA teams are not often aware of the business impact of an issue while Marketing and Web Analytics teams are not as involved in identifying and prioritizing issues. Only by bringing together all these perspectives and engaging in cross-functional dialogues can the complete picture take shape. And with that big picture perspective comes informed decision-making, whether it's about prioritizing website fixes issues or defining an approach for a site redesign.
One of our large online retail customers found that its Application Engineering team had been aware of an issue with their login process, which they thought to be merely bothersome. However, their Customer Support team had not been aware that this was a known issue. By bringing together the Customer Support and Application Engineering teams, the retailer was able to determine the full scope of the known issue, which turned out to be more than merely bothersome. In fact, the issue was causing a 10% drop in conversion and several million dollars in lost revenue. Facilitating visibility into the issue from multiple perspectives enabled this retailer to analyze the actual impact this issue had on its business. As a result, the issue was reprioritized and addressed quickly.
Good communication is one of the keys to success, but it's not easy when there's not a common language. Tealeaf Movie Nights are especially useful in providing a common platform to remove communication barriers. Don't forget to keep each movie night focused on a particular problem, process or page, and be sure to identify clear ownership and action items for any issues you discover. What are your movie night experiences? If you're already conducting movie nights or holding similar interactive sessions to get everyone on the same page, be sure to share some of your experiences.
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