Think Customers: The 1to1 Blog

Quicken Loans, however, is identifying customers’ experiences dealing with quirky site behaviors that can cause the site to fail and them to flee the site. Using Tealeaf, the application provider helps Quicken capture and record what each customer is doing online and view their behavior in real time across all site visits.

Matt Cardwell, director of e-commerce marketing at Quicken, told me that the company uses Tealeaf for technical trouble shooting. Quicken can look customers’ interactions on the website, such as filling out a form, and can examine the code on the backend. “It allows you to identify a user error. Maybe someone typed in a comma instead of a period,” Cardwell said. “It’s also a way for technical support teams to diagnose problems on the Web. Sometimes you don’t know there’s a problem unless you see it.”

Online chat is another way companies are trying to improve their customers’ online experience. 1to1 Media Editor-in-Chief Ginger Conlon recently tried to purchase a winter jacket for her daughter Claudia from a popular outdoor enthusiast retailer, but some of the jackets didn’t list the temperature they were most appropriate for. If chat was available, she said she could have quickly found out if the coat was appropriate for winter months. Instead, she had to phone the contact center—an added cost to the company and added time and frustration for her.

Senior Editor Kevin Zimmerman recently spoke to Boldchat about its chat functionality. The technology provider recently teamed with ABT Electronics to power its chat functionality on the site. The retailer has gained a number of advantages ranging from an increase in uptime of 99 percent and the ability to match agents’ skills with incoming customer requests.

The usefullness and enjoyability of the online experience is more important than ever right now. If you want to increase online revenue and optimize the customer experience, it's time you make online CEM a priority.