Customer centric organizations require new tools to deliver better on-line customer experiences, for users today who expect better service. To gain competitive advantage, on-line marketers need to quickly analyze web and customer issues in order to provide a better web and mobile customer experience.
IBM Tealeaf solutions are such tools. By capturing and recording digital customer interactions on a website in near real time, Tealeaf allows companies to visualize customer visits to understand user actions, and any unexpected business results.
Recently a large on line travel retailer noticed that site visitors who booked both air travel and rental car reservations had a conversion rate on rental car bookings of almost 90%. In other words, 90% of customers who booked air travel and then looked at rental cars were converted successfully. However, customers who just visited the site for rental cars were only showing a conversion rate of some 13%. By installing and using IBM Tealeaf tools, the retailer found the following:
- For car rental only travelers, the website code was defaulting the arrival time for car pickup to midnight (unbeknown to the end user). Hence when the web software looked for car rentals at that time, it found that most airport rental agencies were closed at midnight, so returned the default message, “no cars available” to the on-line shopper.
- Air Travelers meanwhile inherited a car pick up time of the airline flight arrival time, which resulted in a high conversion to rental car bookings.
Using IBM Tealeaf, the on-line retailer was able to gain deeper insight into the customer experience and see quickly how their own web site software was causing the problem of low conversion rates on rental cars, for car only shoppers. This allowed a quick correction to the web software which in turn drove higher revenue from on-line car rental bookings.
For any online businesses facing pressure to increase revenue and decrease cost, managing the customer’s experience has to be part of an essential strategy. IBM Tealeaf solutions provide the ability to monitor a customer’s website issues on an almost real time basis. Tealeaf allows organizations to intercept web problems quickly, to increase revenues and customer loyalty. In effect, it allows on-line merchants to view their own digital commerce sites thru the eyes of their customers, and experience it as they do. Reading the tealeaves has become an important part of managing web businesses.