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Welcome to VISION — brought to you by TeaLeaf Technology
In this issue of VISION: The Indianapolis 500 - a metaphor for eBusiness.
Each issue of VISION is comprised of the following sections:
• Perspectives
Insight and commentary on the state of Web Customer
Experience
• News & Events
We'll make it easy for you to keep current.
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What's Your Perspective?
By Geoff Galat
This year, there was more anticipation than ever for the Indianapolis 500.
Danica Patrick's debut at Indy (as the first female driver with a real chance
to win) created worldwide attention for the event.
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Outside of a dog, a book is man's best friend. Inside of a dog it's too dark
to read.
- Groucho Marx
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For the first time in years, I actually paid attention to the race, and it
triggered an unusual, yet profound, image in my mind:
Customer Experience on the web has a lot of similarities to the "Greatest Spectacle in Racing."
There is speed, for sure. But if all that mattered was speed, it would just be
a race against the clock. What sets it apart are the individual fibers - the drivers, cars, crews, crowds,
fuel, tires, luck - plus Mother Nature - all woven together to create one
amazing event.
The dynamics of how each driver experiences the Indy 500 are also distinct.
A race veteran arrives with his fond memories of previous victories, as well as
lessons learned from crushing defeats. From oil spills to broken bones to
scorching temperatures, he's learned how to perform under even the most grueling
conditions. This year, Danica, the female rookie joins this elite group.
For the first time, she must manage her on-track performance with the
distractions of off-track autograph sessions and non-stop PR events.
Regardless if this is their first or 10th Indy race, drivers' emotions reach top
Gs as they prepare to start their engines.
Once the first green flag is waved, every driver continues to take in the event
wholly differently. 33 drivers, 33 unique experiences, even though they are all
doing the same 2.5 mile laps. Different positions, different cars, different
setups, different results. They turn 200 laps until the checkered flag is waved.
Whatever the outcome, each driver's experience is unique and only that driver in
that car experienced it exactly as it occurred, and the speed at which they drove
is only one aspect of that complete experience.The driver experiences the race in a way
viewers could never really understand. But as viewers we have one advantage the
drivers don't - we watch the broadcast replays and dissect every move they make,
every key moment, over and over again if necessary, in order to really
understand what happened. If only the drivers could have that same capability to
understand the dynamics of all the other factors and their impact on the race.
What an advantage that would be.
Interpretation
The interpretive perspective is typically how businesses attempt to understand
their online customer experience. They use a combination of tools and techniques in order
to get some level of understanding of their online business processes and customer success or
failure. This perspective relies on disparate data from combinations of tools, including
web analytics, systems management solutions and even "synthetic" transactions that emulate some
pre-defined version of the expected customer experience. Returning to the race metaphor,
merely combining all the metrics and datapoints produced by an Indy car cannot
tell you who won the race, who led the most laps, which pit crew was best or which driver encountered an
obstacle or two along the way. Likewise, interpreting all the disparate data
produced by the traditonal tools available to operate your web application cannot
tell you precisely which customers were successful, and which ones weren't. Worse, they cannot tell
you why.
The interpretive perspective of online customer experience relies on myriad data
sources and sometimes obscure metrics in an attempt to understand the customer and the business.
That approach is like trying to manage a storefront by counting the chimes of
the cowbell at the door that rings whenever a customer enters and then correlating the volume of
those entrances to the cash in the register at the end of the day.
Visibility
Obviously, there are many other aspects that go into running a business beyond how many people walk in the door,
and how quickly they are able to transact. On the web, for example,
this means you might know when Joe enters your site, or when Elizabeth views
a new hot stock, but you can't see and react when Joe experiences a failed
transaction when trying to buy or Elizabeth doesn't receive a confirmation after
making her stock trade. That is the difference between management "data" and management.
Managers do their job by observing their business and its customers and taking informed
actions as a result of what occurs.
TeaLeaf RealiTea is the only solution that provides fully replayable browser-level
visibility of the customer experience for every user, every transaction, every time.
RealiTea enables you to see and act upon exactly what each customer experiences,
including problems that often go undetected, so interpretation is replaced by
visibility (much as the viewer of the Indy 500 gets to watch the successes
and failures of the drivers and cars in close-ups and slow motion to better understand
what happened). This powerful visibility enables you to find the obstacles your customers encounter,
understand what caused them to occur and rapidly remove them. And to put it simply,
you can't fix it if you don't know it is broken.
We all know that the quicker a business-critical issue is resolved
(and the clock ticks pretty fast these days), the better the chance your web site
will take the checkered flag, instead of the yellow.
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There's always a lot going on here at TeaLeaf. Allow us to share with you the latest and greatest.
"Through The Looking Glass"
Bank Systems & Technology
Excerpt: You can't fix what you don't know is broken. For San Francisco-based
Wells Fargo, the key to providing wholesale commercial customers with the best
Web-based services possible began with monitoring clients' online sessions.
Read the complete article here.
"Talbots Taps TeaLeaf RealiTea for Real-Time Visibility into Online Customer Experience"
Internet Retailer
Excerpt: "For Talbots, customer service permeates all areas of the business.
The company prides itself on offering excellent personalized service in its stores,
on the phone, and online. As a result, Talbots has developed some of the most loyal
customers in the industry. To help support its customer service and retention
efforts on its website, talbots.com, the company deployed TeaLeaf RealiTea.
TeaLeaf RealiTea detects the obstacles that prevent customers from completing
online transactions, allowing Talbots to eliminate problems before they happen
and improve the overall online experience for its customers.
It also allows Talbots to analyze the impact of potential online problems,
including discovering patterns that might otherwise go undetected"
Read the complete article here.
"Circuit City Revamps Online Efforts "
Retail Systems
Excerpt: "One thing that remains critical for online retailers is consumer awareness.
Knowing how customers interact with their Web sites gives e-tailers the insight
necessary to stay proactive in promotional campaigns. The secret to being
successful in gathering consumer data lies in the ability to "passively" capture
what visitors do and see in real time, enabling immediate detection, analysis,
and response to issues preventing customers from successfully using online services.
"
Read the complete article here.
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TeaLeaf is a leading provider of solutions that offer powerful visibility into
the online customer experience. Providing unprecedented visibility to all stake
holders within an organization, from C-level executives, IT management, business
managers, and customer service, the TeaLeaf RealiTea platform is the only solution
that gives a browser-level, 'outside-in' view of the customer experience of
every user, for every transaction, because in the maturing eBusiness environment,
online customer failures are no longer an option. Using patented technology, the
award-winning TeaLeaf RealiTea solution enables companies to detect, analyze, and
respond to eliminate obstacles that prevent customers from successfully conducting
business online. TeaLeaf is headquartered in San Francisco, CA and its customers
include more than 25 Fortune-class companies — including more than 30 financial
services institutions, 15 insurance providers, and nearly 40 leading retailers,
as well as manufacturers, travel & hospitality, telecommunications, and
distribution companies
For more information, email
info@tealeaf.com
or visit the Web site at
www.tealeaf.com.
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