Lani Kakiet

Solutions Consultant-IBM ExperienceOne

Managing Customer

Experience Lifecycle

The customer journey dilemma

How?

Interaction Data

• Email

• Call centre

• Web

• Mobile device

• In-person Why?

Attitudinal Data

• Opinions

• Preferences

• Needs and desires

Who?Descriptive Data

Attributes

Characteristics

Geographic and

demographics

What?Behavioural Data

Purchases

Transactions

Payment

Usage

Piecing the puzzle together

LifecycleIndustry-unique milestone analytics of customer lifecycle progression

Lifecycle

Pre-built and

custom

lifecycles

Complex

sequence

specific funnels

Milestones

KPI metrics measure velocity

of progression

Factors that influence

progression

LIVEmail integration

Automated retargeting of

customer segments

Lifecycle and milestones at a glance

…and migrators between different milestones

Zooming shows the most effective influencers at each

milestone

USE CASE #1Understand purchase succession

Promote products and items to drive customers along a particular path

See differences in funnel for different segments and tailor marketing strategy

USE CASE #2Modify tactics by segment

Quickly find customers who leave the purchase lifecycle and take action

USE CASE #2Retarget customers

Lifecycle Integration with Tealeaf

Exchange of visitor and

session data streamlined

between the two tools.

Automated session correlation.

cxLifecycleGo beyond single session information with extensive visitor and segment analysis

Lifecycle Integration with Tealeaf

Exchange of visitor and

session data streamlined

between the two tools.

Automated session correlation.

cxLifecycleGo beyond single session information with extensive visitor and segment analysis

Lifecycle Integration with Tealeaf

Exchange of visitor and

session data streamlined

between the two tools.

Automated session correlation.

Ad-hoc analytics

Digital profile of individual

visitors across multiple

sessions, channels, and

devices.

Multidimensional analysis

of behavioural data.

cxLifecycleGo beyond single session information with extensive visitor and segment analysis

cxLifecycleGo beyond single session information with extensive visitor and segment analysis

Tag Management

Enterprise-grade tag management for

creating, deploying, and managing

IBM and over third-party tags.

Rapid deployment using existing data

collection tags.

cxLifecycleGo beyond single session information with extensive visitor and segment analysis

Tag Management

Enterprise-grade tag management for

creating, deploying, and managing

IBM and over third-party tags.

Rapid deployment using existing data

collection tags.

Data API

Syndication of first-party audience

data to over third-party technologies.

Real-time access to behavioural

data.

Session 1 Session 2 Session 3

Session 5

•Search

•Prices

•Options

•Search

•Refine

•Select Flight

•Save Itinerary

•Book Flight!

“Let’s go

to Disney

World”

Price

comparison

Session 4

Abandonment

And an unknown # of human beings!

•Review

flight,

hotels, but

no

purchase

Conversion!

Abandonment AbandonmentAbandonment

DA

YE

VE

NIN

G

?

5 Sessions 4 Abandonments 1 Conversion

Talk

about

options

and

schedule

s

Finalize

flight

preferenc

es

Discuss

again

then

sleep on

it

Confirm

that price

is best

Session analysis can sometimes lead to misinterpretation

in Tealeaf

Session

1

Session

2

Session

3

Session 5

•Book Flight!

“Let’s go

to Disney

World”

Price

comparis

onDA

YE

VE

NIN

G Talk

about

options

and

schedule

s

Finalize

flight

preferenc

es

Discuss

one more

time -

then

sleep on

it

Confirm

that price

is best

Session

4

1 unique visitor, 5 day sales cycle, 1 conversion

Conversion!

cxLifecycle helps put struggle in context

USE CASE #4Uncover customer struggles impeding conversion

Export customer segments to Tealeaf automatically for session replay

Provide one-to-one customer experience

Improve loyalty

Increase revenue per available seat

Meet Ann Customer Experience Manager at Kat Airline

USE CASE #5Monitor customer segments impacted by struggle

Import customer segments from Tealeaf and track KPIs over time

1

2

3

Increase marketing ROI

by matching the right marketing campaign to the right customer at the right time.

Increase conversion

by improving and shortening conversion and sales cycles.

Reduce customer churnby uncovering and quantifying trends and anomalies impacting conversion.

Start immediately

by speeding up implementation using existing tagging or DDX.

Automate retargeting

by retargeting segments with email, display ads, multichannel campaigns.

4

5

Benefits

Thank You