11+апреля+капитализация+ошибок+антон+игнатов+ibm

Editor's Notes

• #13: Use Case Story Set Up: For this product demonstration, we will be using the Strauss & Plesser Online Retail Site. Strauss and Plesser is an online retailer that targets the North American market, and has been expanding Internationally with a focus in the UK and goals to extend market penetration into the rest of continental Europe Strauss and Plesser offers a variety of products, ranging from computers, cameras to furniture The Strauss and PlessereBusiness team relies onTealeaf as a key platform for managing their online channel Leveraging Tealeaf 8.6, they have implemented a proactive, real-time Customer Experience Management (CEM) strategy for managing and optimizing the customer experience This includes leveraging Tealeaf’s Real-time Event Engine to 1) grade customer experience and score struggle in the checkout process – for example, users attempting checkout twice or more while showing clear intent to purchase - and other key site processes, 2) the Top Movers and Drivers dashboards to provide an early warning system into sources of struggle Talking Points: As part of their real-time CEM strategy, the Ebusiness team has developed a customized set of dashboard views that provide a holistic perspective of the online customer experience they are delivering from both business and technical perspective. These key metrics and actionable views to their team, other online channel stakeholders and executive management. Each day dashboards are proactively sent to their dashboard. This dashboard provides a focused snapshot of hour key areas: 1. KPIs (comparing previous day to the same day a week prior); 2. Hourly Top Movers and Drivers; 3. Business Issues and 4. Usability Issues, 5. Key Customer Listening Metrics, 6. Application Issues and 7. System Issues Upon viewing this dashboard, there are a couple of key items that stand out. First thing that comes to mind is how poorly the marketing campaigns for mobile phones are doing. Most interesting of that is the Z-Phone, which has been a big seller and shows a lot of user interest (3000+), but the abandonment rate is extremely high and order completion is extremely low. From here, I want to login to Tealeaf 8.6 and do some investigationActions: Click on the ‘Chart’ icon to action and drill down-down to the Top Movers and Drivers dashboard
• #16: Talking Points: With cxOverstat Link Analytics, we see that today (7/31/2012) a lot of users still use the search function. In fact, 36%+ of users are using the keyword search and 14%+ are using the search button. Only 9% of users even get to clicking the “Buy Now” button. This page promoting the Z-Phone is not doing well at all.Actions: Next slide
• #17: Talking Points: It definitely looks like users are spending their time on the top half of the page, although fewer users are viewing past the Z-Phone image.Actions: Next slide
• #18: Talking Points: The user selects the square drill down selector and then centers it over the search box and clicks Drill DownActions: Drag and drop to Search box
• #19: Actions: Click “Field Abandonment Report”