Travelocity speeds site problem resolution to recapture revenue

IBM Tealeaf software helps quickly identify site issues and improve the customer experience

Published on 24-Oct-2013

"You don’t have 20/20 vision without Tealeaf. The ability to go back and tie what customers saw to what they reported has helped us truly understand the problems customers face." - Satnam Singh VP of global data and analytics, Travelocity

Customer:
Travelocity

Industry:
Travel & Transportation

Deployment country:
United States

Solution:
EMM - Customer Experience Management, Smarter Commerce, Smarter Marketing

Overview

Headquartered in Texas, Travelocity is a global provider of consumer- direct travel services for leisure and business travelers. It markets and distributes travel-related products and services directly to individuals through Travelocity.com.

Business need:
Travelocity needed visibility into online customer struggles.

Solution:
The company deployed IBM® Tealeaf® software to view recorded user sessions.

Benefits:
Travelocity recaptured USD1 million in revenue by diagnosing and resolving problems faster.

Case Study

Headquartered in Texas, Travelocity is a global provider of consumer- direct travel services for leisure and business travelers. It markets and distributes travel-related products and services directly to individuals through Travelocity.com.

Challenge
Identifying and resolving website problems quickly is a priority for Travelocity, as the smallest technical glitch or poor process design can adversely affect the online experience for customers resulting in site abandonment, impeded bookings, and damage to the company’s brand. According to Satnam Singh, vice president of global data and analytics for Travelocity, “To deliver the type of online experience that our customers expect, we needed better visibility into what visitors really see and do on our site in order to identify underlying causes as quickly as possible.”

Solution
Travelocity deployed IBM Tealeaf software to better manage the digital customer experience. The solution records each customer session at the browser level, which allows the company to view problems at the source. Singh explains, “We can look at a replay of a specific session and quickly uncover the cause of the struggle. We then use this information to calculate the number of customers affected by the same issue and determine the business impact. Tealeaf has helped us identify complex issues that customers have a tough time describing, providing the necessary precision in our investigations and eliminating educated guesses.” For example, feedback about an error message began to trickle in from the company’s call center and from the online customer feedback tool.

“Customers were telling us about error messages they were receiving, but it wasn’t clear from their feedback what the actual problem was,” says Singh. “When we used Tealeaf to replay those customer sessions, we quickly saw that the system couldn’t process special characters entered by customers and was breaking the checkout process. The fix took about an hour, and conversion rates went up immediately. We estimate that USD1 million in revenue was recaptured by solving this problem as fast as we did. When you consider the damage that this type of event could do to your brand over time, Tealeaf pays for itself.”

Travelocity also uses the insights to better understand user behavior for improving site usability. Singh states, “We’re now able to use Tealeaf to drive better product design and get ahead of the game by understanding user intent, which is valuable to us for strengthening our offerings and creating new opportunities.”

Benefits
• Recaptured USD1 million in revenue by quickly locating and resolving a systemic site problem to facilitate online bookings
• Reduced problem identification and resolution time from weeks to hours, achieving ROI in just three months
• Improved the online customer experience by addressing technical problems immediately and strengthening site design

For more information
To learn more about IBM Tealeaf or IBM Enterprise Marketing Management solutions, please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions/tealeaf

Products and services used

IBM products and services that were used in this case study.

Software:
Tealeaf CX, Tealeaf cxView, Tealeaf cxImpact

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America October 2013 IBM, the IBM logo, ibm.com and Tealeaf are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.