Published on 16-May-2013
EMM - Customer Experience Management
When it launched in 2002, Confused.com became the UK’s first price comparison site for car insurance. Since then, it has expanded to include over 35 products from insurance and breakdown coverage to utilities and financial services offerings. To date, Confused.com has saved its customers over $788 million.
Confused.com was frustrated by an inability to understand why customers were struggling online. Without this insight, it was impossible for the company to make informed changes to the site.
Using IBM Tealeaf CEM solutions, Confused.com can now capture and record each customer interaction on the site. These valuable insights are used to make quick fixes to the site and drive larger-scale development efforts.
Previously, trial and error was the only way for Confused.com to try and fix sources of customer struggle. With IBM Tealeaf CEM solutions implemented, struggles can be quickly identified. For example, IBM Tealeaf CEM solutions prevented additional revenue loss from a previous unidentified error that drove five percent of visitors to abandon.
Hi I'm Jenna Miller and I work for Confused.com as a Prodety Executive in the home insurance operations team.
I'm Gareth Lane, I work for confused.com as a product analyst in the car operations department. We started with just one product and ten partners and we now have over two hundred partners and over thirty five products.
The online customer experience is always been important to us from day one, and that's really because we exist solely online for our customers. So it's very important that when they come to our website they have a good experience using our products and services.
Well we've always known what was happening on our website. We know what pages have the highest drop off, we know what our rates are, when we have application errors and what our customer queries and complaints are. We have so much quantitive data that we scarcely use hardly any of it. What we didn't know is why things were happening on our website. I suppose sycinctly put Tealeaf gave us the why things were happening.
The kinds of improvements and benefits we've had are things like improved form conversions, so we are getting more customers through our process than ever before. We are a lot more efficient at picking up application bugs, resolving major application issues as well as Tealeaf can help us to track those down and identify exactly where we need to be looking for the development teams. Also things like managing customer disputes and understanding what has the customer seen on the site what were their problems and resolving that as well.
Tealeaf really is the camera that records that customer navigation and the path to purchase and that gives us enormous power in how we use the service and how we develop initiatives going forward. Tealeaf offers us a number of competitive advantages. First of all the ability to test our now live environment. so we can multi variant test through two different versions of the website up in our live environment and actually run those side by side and view which one is performing better so we can see the customers online experience to both versions and be able to basically pick which ones the best both for us as the business and for our customers.
Gareth and I will very often have people saying have you Tealeafed this or could you Tealeaf that for me. And in terms of I suppose the wider business we actually have our own Tealeaf user group who meet on a fortnightly basis and we look at things like using best practice at using TeaLeaf, company wide issues, any struggle points that we've found individually since the last meeting. For the wider business themselves that gives them a central point of contact for anything to do with Tealeaf. It can be very rewarding and satisfying if your, you know, if you've got a particular point where you know there is an issue and yet for a couple of weeks you've been looking and trying to find what's going on and then you use Tealeaf and within maybe an hour, hour and a half you've actually got some potential further avenues to explore or even you've got the answer to what you have been looking for. And that is really satisfying. But in terms of the benefit of having Tealeaf that is felt across a wider range of departments in confused. So people such as our QA team or our car and home insurance development teams, there's our marketing department, there's our customer support department. All of these different teams and departments at some point have felt the benefit of having Tealeaf.