Combining Customer Experience Management and Lifecycle Analytics for Unprecedented Results
March 18, 2015
IBM ExperienceOne offers advanced customer experience management and lifecycle analytics solutions that are key to understanding customer behavior. Each solution yields unique insights on its own, but today I’m excited to share a truly unique level of analysis that comes from the integration of IBM Digital Analytics and Tealeaf CX.
IBM now delivers seamless data integration between our lifecycle solutions, IBM Digital Analytics Lifecycle and IBM Tealeaf cxLifecycle, and our customer experience management solution, IBM Tealeaf CX. This allows the qualitative visualizations and session-based findings from Tealeaf to be combined with in-depth, quantitative, multi-session lifecycle analytics for a new level of customer understanding.
As one scenario, imagine uncovering why a customer segment is struggling using Tealeaf and then quickly sending those customers to Digital Analytics to analyze the segment over time, across important events, to learn more about underlying causes and to take action at the right time.
Before I tell you more about the integration, let me give you a quick overview of the solutions.
Powerful on Their Own
As mentioned above, IBM has two customer lifecycle products: IBM Tealeaf cxLifecycle for IBM Tealeaf customers and IBM Digital Analytics Lifecycle for existing IBM Digital Analytics customers. Both products allow you to gain in-depth insight into the journey your site visitors and customers take as they interact with your brand over time, by following them as they progress or migrate through a series of events you define, called milestones. These solutions also capture those individuals who do not move from one milestone to next. You can easily segment and interact with your site visitors based on their behavior at any milestone to achieve higher levels of brand advocacy or deepen levels of site engagement. One common use is to analyze behavior at important milestone events on the journey to purchase or abandonment, with the ability to segment and take action anywhere along the way. You can even build milestones based on unique criteria, such as mobile device usage, to better understand activity and create more customized communications.
IBM’s lifecycle analytics services both integrate seamlessly with IBM Tealeaf. So, whether you’re an existing Tealeaf customer who would like to add this capability with cxLifecycle or an existing Digital Analytics Lifecycle customer who would like to add Tealeaf, we’ve got you covered.
IBM Tealeaf is a powerful solution in its own right, providing you with the opportunity to relive exactly what your customers experienced. As your customers interact with your website, the screens they see and their actions on those pages are captured. The complete screen-by-screen session can then be replayed within Tealeaf. Overlaid heatmaps provide additional insight into the decision-making process of your customers or into potential frustration trying to accomplish a particular task. This unique level of visibility allows you to discover unexpected customer experiences and customer struggles in near real time. Tealeaf helps answer the question of why your customers have successful or unsuccessful interactions with your brand and helps you pinpoint how to make improvements to your customer experience.
Amazing Together
As you can see, individually, lifecycle analytics and Tealeaf are extremely powerful solutions that provide a unique level of customer understanding. However, what if we were able to seamlessly combine the qualitative analysis of Tealeaf with the quantitative ability lifecycle analytics to learn more about customer behavior across sessions and with special emphasis on important milestones along the way? Oh, and for good measure, what if we bundled in the ability to retarget and take quick action based on what we learn?
This is not only possible now, but the automated integration between Tealeaf and Lifecycle makes sharing segments between solutions easy and seamless.
Imagine watching replays of actual user sessions in Tealeaf when you uncover a segment of customers who experienced struggle. Now, you can quickly send that group to Lifecycle for ad-hoc analysis and better understand the impact of the struggle on the KPIs of that segment, over time and across sessions. Or perhaps you’d like to further analyze customers from Tealeaf in Lifecycle to monitor activity from a new promotion, conduct conversion analysis and quantify results over time. Data and session information is automatically correlated between the solutions allowing you to focus on the analysis. Correlating data across Tealeaf and Lifecycle to see what is happening over the long-term with a particular segment is sure to unveil a clearer picture of customer behavior.
On the other hand, while reviewing your latest lifecycle analytics data, you may identify a segment of customers displaying strange and unexplained behavior. Now, you can quickly investigate more fully by sending visitor sessions to Tealeaf to watch replays and learn more.
Seamless and Actionable
The integration between Lifecycle and Tealeaf is seamless, allowing you to quickly gain actionable insights into customer behavior, including an in-depth visualization of actual interactions with your brand. This timely information will allow you to act quickly to improve the customer experience and to interact with customers in customized and highly-relevant ways.