Consumer touchpoints have never been more varied than they are today. Mobile is now one of the most critical touchpoints, and mobile enterprises cannot ignore the importance of customer experience management (CEM).
In this blog post, I will share high-level information about the IBM Tealeaf CX platform and then go into more detail about IBM Tealeaf CX Mobile. I hope to show you what IBM offers enterprises for customer experience management in its Tealeaf solutions.
Before we try to understand what IBM Tealeaf CX offers for enterprises, let’s have a look at Bill Loller’s “Top 5 tips for meeting customer expectations on mobile” (download of the full paper available here). Loller is the vice president of mobile for Tealeaf in IBM Software Group. Here’s a summary of his tips:
- Make mobile customer experience a priority: Before developing a mobile site or app, consider how intuitive the interface is to navigate and how well it works for conducting a transaction.
- Deploy an integrated mix of qualitative and quantitative mobile tracking metrics: Review your metrics frequently; mobile optimization is an iterative process.
- Identify and prevent issues: Work to understand where customers are struggling on your mobile channel; one bad experience with your brand through mobile can cause a customer to abandon the transaction entirely across all channels.
- Deliver what people need, not what they think they want: Move away from doing things because they are cool to doing things that help customers make purchases on mobile devices.
- Identify your business stakeholders and engage them: Each area of your business needs to invest in making the customer’s mobile experience as smooth as possible and in fully integrating mobile with your online presence.
Loller’s tips provide a roadmap to help enterprises find solutions to general mobile issues by using customer experience management fundamentals. IBM Tealeaf CX is able to help enterprises respond to customers’ needs and issues as soon as possible. It is designed to give companies deep insight on customer experience, overcome detected issues and improve applications and websites accordingly. To analyze customer experience, it has always been important to measure page views, new visits, average time spent on a site or application, bounce rate and so on. Tealeaf, however, provides e-businesses with end-to-end customer experience management by capturing, replaying and analyzing customer behavior throughout its session on the application. Tealeaf is clearly more than a simple analytics tool.
From a mobile point of view, IBM Tealeaf CX Mobile is an extension of IBM Tealeaf CX that brings the power of Tealeaf solutions to the mobile channel (mobile websites, native applications and hybrid applications, including support for HTML5 and responsive web design). It helps enterprises to discover what is going on in the mobile channel—what is working, what is not working, how and why. It also provides capabilities that can bring significant benefits like higher revenues, lower costs and higher customer satisfaction. Tealeaf CX Mobile can help companies to do the following:
- Capture user information across mobile channels, including both network and client-side interactions
- Help to accelerate time-to-market for delivering winning mobile services
- Help enterprises to make better investment decisions across their mobile channels
- Support customer experience management within all mobile channels: mobile web, mobile apps, tablet apps, hybrid apps and HTML5-enabled sites
- Help to raise revenues by detecting user issues and obstacles
Here’s a visual display of the high-level architecture of Tealeaf:
Image source: IBM Tealeaf CX solutions technical overview
Tealeaf is deployed behind the firewall and mirrors all transactions that are passed through the network. Whenever a transaction occurs in the system, a copy of it is created in Tealeaf CX. All transactions are processed within the Tealeaf architecture, and very detailed customer experience information is provided to e-businesses.
The following paragraph from an IBM technical white paper explains how Tealeaf CX works:
Tealeaf CX passively records the HTTP(S) request and response data by “sniffing” TCP/IP packets from the network via an existing span port or network tap. As data is received by Tealeaf CX it is streamed through a process that performs specific filtering and manipulation functions to normalize and protect the data. After data is normalized, it is indexed, archived and made available for further access and analysis by other IBM Tealeaf solutions.
Please note that each of these steps involves distinguished solutions that can be deployed separately into the IT environment. Let’s try to understand the solutions of the Tealeaf architecture together:
Customer Behavior Analysis suite
IBM Tealeaf cxView, cxOverstat and cxImpact are part of the IBM Customer Behavior Analysis suite, which can help enterprises to deeply understand customer experience through online channels and to improve customer retention.
IBM Tealeaf cxView relates to the key performance indicators (KPIs) of an e-business. It gives companies the perspective to manage their online channels by aggregating the captured data into executive-level dashboards, reports and business process and KPI scorecards on completed and abandoned customer processes. Tealeaf cxView is a tool that helps to improve the customer experience and increase the success rates of customer online processes.
IBM Tealeaf cxOverstat is designed to provide visual analytics of the customer experience with heat maps, attention maps, form fields and link analytics. It guides enterprises in managing campaigns, measuring campaign performance and optimizing the page flows of the online channel by effective content management. Tealeaf cxOverstat provides highly visual analysis to give companies a better understanding of customer behavior on the online channel—especially according to customer segmentation.
IBM Tealeaf cxImpact consists of the tools that provide deep insight into why customers succeed or fail in the online channel. It helps to detect, understand and resolve customer issues rapidly. Tealeaf cxImpact is able to transform the customer experience data sets captured by Tealeaf CX into replayable sessions. It has the ability to set up near-real-time alerts and allows companies to see all actions, interactions and obstacles—it’s just like watching the customer in action! Amazing!
Customer Service Optimization suite
The Customer Service Optimization suite consists of Tealeaf cxReveal and cxVerify.
IBM Tealeaf cxReveal is one of the IBM Tealeaf offerings in the customer service optimization suite, and it is especially for customer service teams. Tealeaf cxReveal can provide customers with valuable assistance during their online activity, increase the first call resolution rates and improve customer satisfaction. Customer service teams are also able to access both live and historical customer activities with replayable sessions. Furthermore, Tealeaf cxReveal has the ability to integrate directly into existing customer relationship management (CRM) solutions and provides customer service representatives with fast access to customer’s session history.
IBM Tealeaf cxVerify is the other IBM Tealeaf offering in the customer service optimization suite, and it focuses mainly on record keeping by storing customer sessions within a document management system. This can be used for fraud investigations or for resolving issues with compliance and audit requirements.
Customer Experience Integrations suite
The Tealeaf Customer Experience Integrations suite includes the Tealeaf cxConnect family of solutions.
IBM Tealeaf cxConnect solutions include smooth integration with web analytics, data analysis (business intelligence), insight into customer voice and online channel optimization solutions for customer behavior analysis. This family consists of IBM Tealeaf cxConnect for Data Analysis, IBM Tealeaf cxConnect for Web Analytics and IBM Tealeaf cxConnect for Voice of Customer.
The following picture depicts all of the Tealeaf solutions that I mentioned above in one view:
Image source: “IBM Tealeaf CX: A leading information source for online Customer Experience Management” technical paper
IBM Tealeaf CX Mobile is the stand-alone mobile-specific solution in the Tealeaf family, and it was explained above in detail.
I hope this blog post has given you a clear understanding of the main benefits and opportunities of IBM Tealeaf CX solutions. Since Tealeaf CX solutions are varied and it is impossible to mention all the features in detail here, I strongly recommend that you visit IBM’s official Tealeaf CX web page and download related white papers for further information.
Connect with me on Twitter @serkanersanli to talk more about mobile solutions.