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TO 
Say their 
experiences using 
websites on 
desktop/laptop 
computers are 
excellent. 
LES S THAN 
49% 
Say their experiences using 
websites or mobile apps on 
tablets are excellent. 
Only 18% say their experiences 
using websites or mobile apps on 
smartphones are excellent. 
18% 
OF US ADULTS 
Smarter Commerce 
T H E D I G I TAL EXPERIENCE 
I S S T I L L M E D I OCRE 
63% 
UP TO OF 
FRUSTRATED USERS 
BOUNCE 
P O O R E XP E R I E N C ES 
M E A N EXPERIENCES 
INCRE A S E D LOYALT Y 
AND BR AND ADVOCACY 
LOST SALES 
E X C E L L E N T 
44% 
Report they visit the site or 
use the app more frequently. 
Recommend 
the site or app 
to others. 33% 
Have posted a positive 
comment on social media. 14% 
OF THE 
WORLD 
NOW OWNS 
MOBILE PHONES2 
USE THEIR 
DEVICES TO 
ACCESS THE INTERNET2 
MOBILE 
I S V I TA L . 
M O B I L E I S N O W. 
M O B I L E C A N G I V E 
SIGNIFICANT 
COMPETITIVE 
ADVANTAGE 
Pages that won’t load, security concerns, error messages – most industries are having the typical digital issues. Here are 
a few of the specifics for four industries in particular. 
RETAIL TRAVEL BANKING INSURANCE 
2016 
BY 
T H E D I G I T A L E X P E R I E N C E B Y I N D U S T R Y 
50% 
OF ALL 
Retail dollars spent 
in the US will be 
influenced digitally4. 
! 2/3 of US adults who 
encounter an issue leave 
the site or visit a competitor. 
RETAIL PURCHASE 
AN ITEM 
RESEARCH 
A PRODUCT 
TRACK 
A PACKAGE 
US adults who used travel sites 
or mobile apps in the last year 
who exper ienced er rors: 
of those who had errors 
contacted customer suppor t, 
increasing operational costs. 
TRAVEL RESEARCH 
A VACATION 
BOOK ONLINE 
A HOTEL AND/OR FLIGHT 
TRACK 
A FLIGHT 
of US adult users checked their bala nce 
on a smar tphone last year. 
TOP BANKING TASKS 
CHECK 
BALANCE 
PAY 
BILLS 
of US adults using banking sites or mobile apps 
exper ienced at least one error in the last year. 
50 N E A R L Y 
of US adults using insurance 
P E R C E N T sites or mobile apps exper ienced 
at least one error in the last year. 
TOP 
MAKE A 
APPLY FOR 
of those who had an error contacted 
customer suppor t, raising costs. 
Near ly 
INSURANCE 
TASKS 
PAYMENT 
HEALTH 
INSURANCE 
A G R E A T D I G I T A L E X P E R I E N C E 
STAY I N G COMPET I T I V E 
To stay competitive, it’s critical to provide a good digital experience for 
your customers. That’s why we recently asked US consumers how 
satisfied they were with the digital experiences they’re having – and 
where they’re still struggling1. The answers may surprise you. Check 
out some of the results and insights into what companies need to do 
to stay competitive. 
B E S T P R AC T I C E S 
5 
F O R I M P R O V I N G 
D I G I T A L E X P E R I E N C E 
MONITOR 
CUSTOMER 
EXPERIENCE KPIs 
! 
EXAMINE 
AND RESPOND 
TO KNOWN 
TECH ISSUES 
LISTEN 
TO YOUR 
CUSTOMERS 
! 
PRIORITIZE 
ISSUES BASED 
ON BUSINESS IMPACT 
SEE 
& REVIEW ACTUAL 
CUSTOMER BEHAVIOR 
A S K Y O U R S E L F : 
HOW MANY 
CUSTOMERS 
A M I LOS I N G TODAY ? 
A S K Y O U R S E L F : 
HOW MANY 
CUSTOMERS 
A M I G A I N I N G TODAY ? 
The solution for happier customers. IBM Tealeaf, part of IBM ExperienceOne solutions, provides 
critical visibility, insight and real answers to help you convert and retain digital customers. 
INCREASE 
REVENUE 
DECREASE 
SUPPORT COSTS 
H O W T O D O A L L F I V E ? 
REDUCE 
CUSTOMER 
CHURN 
FEWER 
CUSTOMER 
DISPUTES 
L E A R N H O W 
IBM Tealeaf can 
increase conversion, 
decrease attrition and 
keep customers happy. 
YOU A 
D O W N L O A D 
T H E 
Share 
© Copyright IBM Corporation 2014 
IBM, the IBM logo, ibm.com, Smarter Plantet, Let's Build a Smarter Planet, the planet icon, 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 
1 All of the survey results cited in this eBook come from an Ipsos Public Affairs poll conducted for IBM from December 30, 2013, to January 13, 2014, in the United States. A national sample of 2,032 adults aged 
18 and older was interviewed online. Weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the U.S. adult population according to U. S. census data, and 
to provide results intended to approximate the sample universe. The data were weighted to the American population data by region, gender, age and income. 
2 “Meeting the expectations of the mobile customer,” IBM Software Industry Solutions, 2013. 
3 “Why Mobile Matters,” Luke Wroblewski, February 2012. 
4 “US Cross-Channel Retail Forecast, 2011 to 2016,” Forrester, 2012.

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A great digital experience is critical to staying competitive

  • 1. TO Say their experiences using websites on desktop/laptop computers are excellent. LES S THAN 49% Say their experiences using websites or mobile apps on tablets are excellent. Only 18% say their experiences using websites or mobile apps on smartphones are excellent. 18% OF US ADULTS Smarter Commerce T H E D I G I TAL EXPERIENCE I S S T I L L M E D I OCRE 63% UP TO OF FRUSTRATED USERS BOUNCE P O O R E XP E R I E N C ES M E A N EXPERIENCES INCRE A S E D LOYALT Y AND BR AND ADVOCACY LOST SALES E X C E L L E N T 44% Report they visit the site or use the app more frequently. Recommend the site or app to others. 33% Have posted a positive comment on social media. 14% OF THE WORLD NOW OWNS MOBILE PHONES2 USE THEIR DEVICES TO ACCESS THE INTERNET2 MOBILE I S V I TA L . M O B I L E I S N O W. M O B I L E C A N G I V E SIGNIFICANT COMPETITIVE ADVANTAGE Pages that won’t load, security concerns, error messages – most industries are having the typical digital issues. Here are a few of the specifics for four industries in particular. RETAIL TRAVEL BANKING INSURANCE 2016 BY T H E D I G I T A L E X P E R I E N C E B Y I N D U S T R Y 50% OF ALL Retail dollars spent in the US will be influenced digitally4. ! 2/3 of US adults who encounter an issue leave the site or visit a competitor. RETAIL PURCHASE AN ITEM RESEARCH A PRODUCT TRACK A PACKAGE US adults who used travel sites or mobile apps in the last year who exper ienced er rors: of those who had errors contacted customer suppor t, increasing operational costs. TRAVEL RESEARCH A VACATION BOOK ONLINE A HOTEL AND/OR FLIGHT TRACK A FLIGHT of US adult users checked their bala nce on a smar tphone last year. TOP BANKING TASKS CHECK BALANCE PAY BILLS of US adults using banking sites or mobile apps exper ienced at least one error in the last year. 50 N E A R L Y of US adults using insurance P E R C E N T sites or mobile apps exper ienced at least one error in the last year. TOP MAKE A APPLY FOR of those who had an error contacted customer suppor t, raising costs. Near ly INSURANCE TASKS PAYMENT HEALTH INSURANCE A G R E A T D I G I T A L E X P E R I E N C E STAY I N G COMPET I T I V E To stay competitive, it’s critical to provide a good digital experience for your customers. That’s why we recently asked US consumers how satisfied they were with the digital experiences they’re having – and where they’re still struggling1. The answers may surprise you. Check out some of the results and insights into what companies need to do to stay competitive. B E S T P R AC T I C E S 5 F O R I M P R O V I N G D I G I T A L E X P E R I E N C E MONITOR CUSTOMER EXPERIENCE KPIs ! EXAMINE AND RESPOND TO KNOWN TECH ISSUES LISTEN TO YOUR CUSTOMERS ! PRIORITIZE ISSUES BASED ON BUSINESS IMPACT SEE & REVIEW ACTUAL CUSTOMER BEHAVIOR A S K Y O U R S E L F : HOW MANY CUSTOMERS A M I LOS I N G TODAY ? A S K Y O U R S E L F : HOW MANY CUSTOMERS A M I G A I N I N G TODAY ? The solution for happier customers. IBM Tealeaf, part of IBM ExperienceOne solutions, provides critical visibility, insight and real answers to help you convert and retain digital customers. INCREASE REVENUE DECREASE SUPPORT COSTS H O W T O D O A L L F I V E ? REDUCE CUSTOMER CHURN FEWER CUSTOMER DISPUTES L E A R N H O W IBM Tealeaf can increase conversion, decrease attrition and keep customers happy. YOU A D O W N L O A D T H E Share © Copyright IBM Corporation 2014 IBM, the IBM logo, ibm.com, Smarter Plantet, Let's Build a Smarter Planet, the planet icon, 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 1 All of the survey results cited in this eBook come from an Ipsos Public Affairs poll conducted for IBM from December 30, 2013, to January 13, 2014, in the United States. A national sample of 2,032 adults aged 18 and older was interviewed online. Weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the U.S. adult population according to U. S. census data, and to provide results intended to approximate the sample universe. The data were weighted to the American population data by region, gender, age and income. 2 “Meeting the expectations of the mobile customer,” IBM Software Industry Solutions, 2013. 3 “Why Mobile Matters,” Luke Wroblewski, February 2012. 4 “US Cross-Channel Retail Forecast, 2011 to 2016,” Forrester, 2012.