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Choice Hotels:One of the world’s largest lodging companiesChoice Hotels optimizes their online channel by uniting Tealeaf’...
Choice Hotels                                                                                                             ...
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Choice Hotels Case Study

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Choice Hotels optimizes their online channel by uniting Tealeaf’s customer experience management insights with iPerception’s voice of customer solution.

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Choice Hotels Case Study

  1. 1. Choice Hotels:One of the world’s largest lodging companiesChoice Hotels optimizes their online channel by uniting Tealeaf’scustomer experience management insights with iPerception’svoice of customer solution.Choice Hotels International is one of the most successful lodgingfranchisors in the world. With millions of customers per monthvisiting their web site, www.choicehotels.com, Choice Hotels knew CUSTOMER PROFILEthey needed to maintain an online channel that matched their Choice Hotels International, Inc.commitment to innovation and customer service. They turned to (www.choicehotels.com) is a leader in thetwo best-of-breed solutions to keep their site in optimal shape— lodging industry, with more than 6,000 locations across the globe and more thaniPerceptions for voice of the customer and Tealeaf for customer ten leading brands, including Comfort Inn,experience management. Cambria Suites, Quality Inn, Comfort Suites, and Ascend Collection.With iPerceptions, Choice Hotels is able to optimize their sites by RETURN ON INVESTMENTtapping into real customer feedback. When customers visit one of > > > >Choice’s web properties, they have the option to complete a short Tealeaf helped Reduced Optimized web Determinedsurvey at the end of their transactions. Choice Hotels is then able to make customer site based on business impact iPerceptions abandonment by actual customer of reportedanalyze this data to identify online trends and potential site issues customer quickly validating data and site issues for betterand keep a close eye on customer satisfaction. feedback more negative experiences. prioritization actionable. customer of siteAnd with Tealeaf, they gained an even clearer picture of their online experiences and improvements. resolving the rootcustomer. Using Tealeaf’s unique replay ability (a page-by-page, cause of issues.browser-level recording of the actual customer experience), ChoiceHotels is able to watch customer sessions, allowing them tounderstand the complete customer experience and quickly diagnose customers impacted or 1,000? Choice can then prioritize their sitethe issues causing customers to struggle online. optimization efforts by business benefit and immediately jump on the issues that are impacting the most customers and risking theCHALLENGE most revenue. Rather than hypothesizing about why negative orWhile both iPerceptions and Tealeaf were providing Choice Hotels with unexpected trends on the site are occurring, Choice Hotels now hascritical insight into online customer behavior, the data was contained in the tools they need to make more informed web site optimizationcompletely separate systems. If a customer completed a survey in decisions—that reduce site issues and dramatically improve theiPerceptions after an unsatisfying visit, they had no way to validate the overall experience for their customers.feedback and understand the customer’s full experience. Whenanalyzing customer behavior in Tealeaf, it was a very manual process tocorrelate this data back to the customer feedback in iPerceptions. As aresult, Choice Hotels needed to find a way to connect these valuablesolutions and maximize their return on investment from both.HOW THE INTEGRATION WORKSBy capturing the customer’s session ID in both tools, Choice Hotelsis able to tie a survey in iPerceptions to the corresponding session inTealeaf, allowing them to pivot from the iPerceptions reports directlyinto Tealeaf and validate a customer’s comment by reviewing the fullcontext of that customer’s online experience. Additionally, ChoiceHotels can use Tealeaf to go a step further and quantify the businessimpact of a reported issue. For example, when iPerceptions surveysindicate an unexpected site trend, Choice can then search Tealeaf forall other customers who experienced the same issue—were 10 >> In one view, Choice Hotels can see exactly which Tealeaf sessions correspond to a survey in iPerceptions.tealeaf | choice hotels www.tealeaf.com
  2. 2. Choice Hotels Visibility. Insight. Answers. We are now able to identify gaps in our customer experience using iPerceptions, then validate, verify and analyze the customer feedback using Tealeaf. This integration has been invaluable to helping us optimize all of our online properties. Miguel Almaraz | User Experience Manager, Choice HotelsWIN 1: VALIDATES AND RESOLVES COSTLY RESERVATION SolutionSYSTEM ERROR Leveraging the visual replay capability of Tealeaf, Choice Hotels wasProblem able to quickly diagnose the problem. It turned out that during theWhen a visitor is viewing details on available rooms, the site automatically site redesign, the company listed their branded Choice Privileges®takes a selected room out of inventory and places it on hold until the MasterCard® as the default credit card selection. Customers using acustomer completes his reservation—essentially adding the room to the regular MasterCard did not realize the difference and entered theircustomer’s “shopping cart” to prevent multiple bookings of the same card number with this selection—only to receive an error message.room. But when a segment of customers went to complete their After several attempts, many customers simply abandoned. Withreservations, all of the rooms they had viewed were awaiting purchase. insights from both tools, Choice Hotels was able to identify andAnd when these customers tried to book the one room they actually resolve the usability problem. Now, no default card is displayed onwanted to reserve, they received the error message, “cannot mix the payment page and customers actively select their credit cardreservations,” causing many to abandon their transactions. of choice to avoid confusion.Solution BenefitiPerceptions alerted Choice Hotels to an increase in the number of While iPerceptions made Choice Hotels aware of a negative trendconfused customers, but the company needed Tealeaf in order to in the booking process, the surveys were typically vague, makinguncover the root cause of the problem. First, the company utilized it difficult to identify actions for resolution. The integration withTealeaf’s visual replay to understand the customer commentary and see Tealeaf, however, provided the visibility required to understandthe error message first-hand. Then, because Tealeaf captures all the customer behavior and site behavior in order to quickly fix thedetails of each customer session, including the HTTPs Request and issues and limit the impact on conversion. In fact, they were ableResponse code, Choice was able to identify the source of the problem—a to reduce abandonment caused by this particular issue by 90%.back end error which was mistakenly placing the on hold rooms intothe customer’s final purchase rather than releasing the unselected ones. ABOUT TEALEAF TECHNOLOGYFinally, the company was then able to use Tealeaf to determine the Tealeaf provides online customer experience management solutionsmagnitude of the problem—how many customers saw this specific and is the unchallenged leader in customer behavior analysis. Forerror message, whether they submitted an iPerceptions survey about it organizations that are making customer experience a top priority,or not, and whether they abandoned as a result. Choice Hotels then Tealeaf’s solutions provide unprecedented enterprise-wide visibilityused this information to determine the best permanent fix. into every visitor’s unique online interactions for ongoing analysis and web site optimization. Online executive stakeholders fromBenefit ebusiness and IT to customer service and compliance are leveragingUtilizing iPerceptions and Tealeaf in concert, Choice Hotels was able to Tealeaf to build a customer experience management competencyvalidate customer feedback and understand the exact path customers across the organization. Founded in 1999, Tealeaf is headquartered intook before abandoning. The company was able to immediately correct San Francisco, California, and is privately held. For more information,the system error once the issue was identified and streamline the booking visit www.tealeaf.com.process for future customers. As a result, conversion rates improvedand the occurrence of that error message was eliminated completely. ABOUT iPERCEPTIONS iPerceptions is a leading web-focused Voice of Customer analyticsWIN 2: REDUCES ABANDONMENT BY QUICKLY RESOLVING provider. Its webValidator Continuous Listening solution, A&BSITE USABILITY ISSUE Interactive Dashboard, Web Analytics Solution Profiler (WASP),Problem iPerceptions Satisfaction Index (iPSI) and free website surveyAfter a web site redesign, iPerceptions surveys indicated potential solution (4Q) turn thousands of data points into easy-to-understandproblems on the payment step of the reservation process—many strategic and tactical decision support for website marketers. Forcustomers were having trouble selecting a credit card to complete more information, visit www.iperceptions.comtheir purchases. However, customers did not provide enoughinformation in their survey comments about what exactly hadoccurred on the site leading up to the issue, making the feedbackvirtually unusable—especially after Choice Hotels employees failedto recreate the problem for themselves. © Copyright 2011 Tealeaf Technology, Inc. All rights reserved. Tealeaf, Tealeaf Technology, the Tealeaf logo, and other Tealeaf products and services mentioned herein are the registered or unregistered trademarks and service marks of Tealeaf Technology, Inc. All other trademarks or service marks are the property of their respective holders and are hereby acknowledged. www.tealeaf.com