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IBM SoftwareThought Leadership White PaperIBM Tealeaf CX solutionsTechnical overviewIBM ExperienceOne
2IBM Tealeaf CX solutionContents2 Introduction2 IBM Tealeaf CX4 How IBM Tealeaf solutions work6 Reliable and security-rich architecture6 Customer Behavior Analysis Suite7 IBM Tealeaf cxImpact9 IBM Tealeaf cxView11 IBM Tealeaf cxOverstat13 IBM Tealeaf cxLifecycle13 IBM Tealeaf cxReveal16 IBM Tealeaf cxVerifyIntroductionWhat is Customer Experience Management?IBM Tealeaf solutions provide the visibility, insight andanswers organizations require to verify websites areconsistently delivering a positive and, ultimately, successfulexperience for their customers — this is Customer ExperienceManagement (CEM).Using groundbreaking, patented technology, IBM Tealeafsolutions capture and record what each customer is doing andseeing in real time on each page and across site visits — rightdown to the page-by-page, browser level experience. By capturingeach customer’s visit, as well as the reaction of the site inresponse to the customer’s requests, IBM Tealeaf solutionsuniquely capture both the quantitative and qualitative details ofeach interaction.19 IBM Tealeaf cxConnect for Data AnalysisIBM Tealeaf solutions’ rich customer experience dataset canthen be used across the organization — from e-business and IT,to customer service and compliance — to explore site improve ment and innovation opportunities, drive requirements and setpriorities. By offing a shared ‘view’ of the online customer,IBM Tealeaf solutions enable organizations to understand howto deliver better online solutions and provide more effectiveonline service for their customers.19 About IBM ExperienceOneIBM Tealeaf CX16 IBM Tealeaf CX Mobile18 IBM Tealeaf cxConnect solution family18 IBM Tealeaf cxConnect for Web Analytics18 IBM Tealeaf cxConnect for Voice of CustomerA robust information source about the onlinecustomer experienceTealeaf CX is one of the industry’s most robust datastores ofonline customer information and the engine behind all IBMTealeaf products. By uniquely capturing and managing eachvisitor interaction on your website, Tealeaf CX deliversdistinctive visibility into online customer experience.
IBM SoftwareThe following products are powered by Tealeaf CX: IBM Tealeaf cxImpact provides industry-leading insightinto why customers succeed or fail on your site.IBM Tealeaf cxView gives you visibility into keyperformance indicators so you can proactively manageyour e-business.IBM Tealeaf cxOverstat presents intuitive visualizationssuch as heat maps, attention maps, link and form analyticsto extend user understanding.IBM Tealeaf cxLifecycle integrates quantitative, qualitativeand behavioral data to derive customer experience insightsand reduce conversion struggles across multiple buying cycles.Figure 1: IBM Tealeaf CEM solutions IBM Tealeaf cxReveal provides customer insight forimproved and effective customer service.Tealeaf cxVerify preserves selective sessions within adocument management system of online customerinteractions for dispute resolution, fraud investigations,as well as audit and compliance requirements.IBM Tealeaf CX Mobile enables you to apply the powerof our industry-leading CEM solution to your mobilechannel such as the mobile web, native and hybrid appsand HTML5.IBM Tealeaf cxConnect brings smooth integrationwith web analytics, voice of customer, data analysis suchas business intelligence, and other business applications.
4IBM Tealeaf CX solutionHow IBM Tealeaf solutions workThe Tealeaf CX platform captures each customer interactionwith your website — what customers are doing and seeing oneach page, across an entire visitor session. Customer interactiondata is indexed and processed to enable previously unattainableinsight into your customers’ online experience. The solutionincludes a unique event model which allows you to track andmeasure the processes and metrics that are important to thesuccess of your e-business. The Tealeaf CX platform is flexibleenough to fit into virtually any web-based application environmentand has been time-tested on the some of the largest, mostsophisticated, and mission-critical sites on the web.Figure 2: IBM Tealeaf CX architectureTealeaf CXIBM Tealeaf CX provides a non-intrusive, real-time method tocapture what each customer is doing and seeing on each pageacross an entire visitor session. To do this, the IBM Tealeaf CXpassively records the HTTP (S) request and response data by“sniffing” TCP/IP packets from the network via an existingspan port or network tap. Example types of captured datainclude HTTP headers, URLs, URL form fields (both get andpost), URL Referrers, user login names, cookies, server hostnames, application, client IPs, page sizes, the HTML sourcecode of the page returned to the customer and other diagnosticsincluded in the HTTP(S) interaction between the customer’s
IBM Softwareweb browser and the web application. In addition, the captureprocess records the total round trip, Internet delivery, and pagegeneration times for each page requested in the session, pagecancellations, and the connection-type experienced by thecustomer (e.g., T1, DSL, or dial-up) as measured by the pagedelivery rate.time problems. Events can be defined against the occurrenceor absence of a single value, text pattern, page attribute, sessionattribute, compound conditions appearing in a page, or as afunction of multiple conditions in a business process.IBM Tealeaf CX broadens online visibility by capturingin-page interactions and client-side functions executed byRich Internet Application (RIA) technologies, such as AJAX,Flash and Flex. IBM Tealeaf CX allows you to optimize formpages, in-page layouts, as well as client-side functionality todeliver the best possible customer experience. For example,types of captured data include form field abandonment,form-field validation messages, client-side JavaScript errors,end-to-end response time, scrolling and mouse movements. Examples of business events include: With IBM Tealeaf CX, you not only have breakthroughvisibility into the online experiences across a visitor session,you also have robust insight into the customer behaviors thatoccur solely within the web browser itself.Examples of technical events include: Real-time data processingThe Tealeaf CX platform processes, organizes, analyzes,indexes and archives recorded data. Data received is streamedthrough a process that performs specific filtering andmanipulation functions to normalize and secure the data. Afterdata is normalized, it is indexed, archived and made availablefor further access and analysis by other IBM Tealeaf solutions.Real-time, event-based detectionCaptured data is analyzed in real-time against a set of userdefined rules to provide insight into business process health,customer activity, application errors, page errors and responseBusiness process: each step in a business process, or acustomer completing a multi-step business processBusiness process abandonment: a customer that starts amulti-step business process, but does not complete the processBusiness process failure: a customer that is prevented fromcompleting a multi-step business process due to anapplication error, response time, or application logic issueCustomer activity: a customer attempting to login,successfully login, or failing to loginProduct, feature and service tracking: a product, feature,or service selected by a customer Application error: an error exception message (e.g., Javaexception) or global error pagePage error: HTTP 500, HTTP 40x, blank page, or pageweight too great (size 40KB)Application response: any page taking longer than10 seconds to load, or a specific business process page(confirmation.jsp) taking greater than five seconds to loadEvents do not require application code changes or programmingskills to create and maintain. To help you get started quickly,Tealeaf CX includes a set of out-of-the-box events.
6IBM Tealeaf CX solutionReliable and security-rich architectureFlexible, scalable platformThe IBM Tealeaf CX platform can be scaled based on trafficvolumes, data archiving and end-user volume requirements.Its distributed architecture enables optimal utilization ofavailable system resources to be responsive even when processinglarge data volumes. It can be scaled horizontally to meet futuresite traffic growth requirements while still providing a single,unified view via of the captured data. It is also designed toexploit existing capabilities — data back-up and storage — socompanies can integrate the IBM Tealeaf CX platform intotheir current practices without having to adopt new procedures.Security and privacyThe IBM Tealeaf CX platform satisfies rigorous requirementsfor security and privacy and is used with confidence by manyFortune 500 companies, major banks, and governmentagencies. Captured information that appears in the HTTP(S)request or response — passwords, Social Security numbers(SSN), or account numbers — can be kept, destroyed entirely,or encrypted as soon as it enters the Tealeaf CX system.Encrypted information appears as if it were destroyed unlessthe user viewing the session is authenticated on the basis ofrole, and thereby authorized to view that specific information.In addition, captured data is stored in an encrypted format tohelp eliminate unauthorized data access. To meet securitycompliance requirements, the Tealeaf CX platform maintainsa detailed audit trail of data access and system changes.Intelligent data management and flexible archivingThe Tealeaf CX platform provides flexible data managementand archiving so you can archive data for extended periods oftime for problem resolution customer behavior analysis, disputeresolution, and other web archiving needs. Tealeaf CX intelligentlydetermines which sessions are of interest and should be archivedbased on user-defined data management rules. For example, youcan archive customer sessions that include a certain class of errorsor business events, a random sampling, or 100 percent of sessionscaptured. Sessions not marked for archiving are discarded.Before the selected sessions are archived, the data is compressedto significantly reduce data storage requirements.Customer Behavior Analysis SuiteImproving online customer experience is a top priority formany organizations, and our Customer Behavior Analysis Suitewas created with this goal in mind. By utilizing Tealeaf cxImpact,Tealeaf cxView and Tealeaf cxOverstat in concert, companieshave both the quantitative data, as well as the qualitativeexperience information necessary to understand customers’true experience — information that is foundational to conductingcustomer behavior analysis.Regardless of how you become aware of potential customerexperience issues, customer behavior analysis is how youanswer the why questions about the website: Why do morecustomers abandon the credit card application on the secondstep rather than the first step? Why are customers searchingfor products multiple times and still not adding items to theshopping cart? With the visual evidence IBM Tealeaf solutionsprovide, you have the full context to analyze customer behaviorand understand why a given user did or did not complete aprocess successfully on your site. Armed with this information,you are empowered to take the necessary actions to optimizeyour website.
IBM SoftwareTealeaf cxImpactTealeaf cxImpact gives you the tools to proactively manageyour e-business and provide the highest-quality customerexperience. With rapid visibility into your online customersand the hidden problems impacting your business, you candetect, quantify, and quickly resolve issues that your onlinecustomers encounter.Tealeaf cxImpact transforms the rich customer experiencedataset captured by Tealeaf CX into visually replayable andsearchable customer sessions. Tealeaf cxImpact not onlycaptures the page-by-page, browser level recording of eachcustomer session, but also offers one-click access to thesupporting HTML request and response information forfurther technical analysis.Visual replayTealeaf cxImpact features a patented viewer, either a desktopapplication or universal browser, that replays page-by-page,browser-level recordings of customer sessions on your site.Tealeaf cxImpact allows you to see each action (e.g., linkselections), interaction (e.g., form field inputs) and customerexperience obstacle (e.g., error messages) so you can quicklyreproduce and resolve site issues. Tealeaf cxImpact nowsupports the capture and replay of web 2.0 technologies.Figure 3: Tealeaf cxImpact allows you to replay customer visits and highlightswhat the customer did on your website.
8IBM Tealeaf CX solutionSearchReal-time events and alertsThe robust search capability of IBM Tealeaf solutions lets youquickly find and retrieve specific customer sessions by searchingon HTTP parameters (e.g., URL form field values) or free-textstrings (e.g., “database connection lost” messages appearing inthe HTTPS response), or events observed by Tealeaf CX(e.g., bill pay abandonment). You can construct simple orcomplex queries, search against captured sessions, use searchoperators and Booleans, or search using wild cards.Captured data is analyzed in real-time, at minute levelintervals, against a set of user-defined rules — events — toprovide rapid awareness and insight into business processhealth, customer activity, application errors, page errors, andresponse time problems. Alerts can then be triggered whenthresholds or ratios of events are exceeded. These real-timeevents can be based on the occurrence or absence of a singlevalue, text pattern, page attribute, session attribute, compoundconditions appearing in a page, or as a function of multipleconditions in a business process. From alerts, you can quicklydrill-down to the exact users affected and replay their sessionsif desired. For example, many customers use IBM Tealeafsolutions to monitor high-level business metrics, such asabandonment, to alert analysts to unforeseen technical orbusiness issues.Issue quantificationIf someone calls to report a problem on your website, howwill you know if that issue is affecting one — or onethousand — customers? The resulting session list from anygiven IBM Tealeaf solution search is one way to quickly sizean issue. Furthermore, powerful drill-down reports provideyou with actionable information regarding how severe theproblem is and which users were affected.Figure 4: With IBM Tealeaf cxImpact, quickly determine the magnitude of anissue. In this example, 4,598 people were affected.Figure 5: Tealeaf cxImpact allows you to set alerts for proactive managementof your website.
IBM SoftwareReports galleryTealeaf cxImpact includes a robust reports gallery whichincludes packaged reports such as user activity, event, bottraffic, mobile traffic and performance reports, among others.Tealeaf cxImpact reports automatically aggregate data collectedacross site visitors in order to provide a holistic view of theexperience your website is presenting customers.Tealeaf cxView aggregates the rich, customer experiencedataset of Tealeaf cxImpact into executive-level dashboards,scorecards and reports.DashboardsDashboards are customizable and configurable, enabling apersonalized reporting framework for IBM Tealeaf cxImpactdata. Any IBM Tealeaf cxImpact report accessible in TealeafcxImpact can be added to a dashboard. By tracking thesemetrics in real time, you can quickly spot trends that requirefurther investigation or analysis.Figure 6: Packaged reports in Tealeaf cxImpact provide an aggregate view ofthe experience your website presents.Centralized workspaceTealeaf cxImpact provides a real-time, web-based portal thatserves as a centralized workspace for website problemidentification and resolution.Tealeaf cxViewTealeaf cxView gives you the perspective to proactively manageyour online channel and understand why customers completeor abandon online processes. By providing real-time awarenessto key business performance indicators, as well as the ability todrill-down from these metrics to understand the causes ofbusiness-process abandonment, Tealeaf cxView exposes thecost of customer experience obstacles to your business. Withthis insight, you can optimize your site to improve theexperience and increase customer success rates.Figure 7: A KPI dashboard report
10IBM Tealeaf CX solutionScorecardsScorecards enable you to track the health of key functionalareas of your site. There are two types of scorecards: Business Process Scorecards automatically measure andscore overall success, abandonment, and failure rates acrossand within each step of a critical online business processagainst defined goals.Key Performance Indicator (KPI) Scorecardsautomatically measure and score the health of onlinebusiness services based on customers’ actual experiences.Community-based templatesIBM Tealeaf solutions provide packaged dashboard, report andevent templates, which leverage common visitor experiencedata, enabling more advanced usage of IBM Tealeaf solutionsand accelerated time-to-value of CEM best practices.Templates are saved on our community site, via the IBMTealeaf solution, for customers to access, share and exchange,and include documentation and detailed instructions for howto customize templates for your business.Figure 8: The generic business process scorecard can be customized tomonitor key site processes on your site.
IBM SoftwareScenario impact analysisFor virtually any business process, you can test hypotheses todetermine which customer experience issues cause conversionrates to go up or down. For example, you can test the impactof a usability issue or a technical error on your overallconversion rate, customer completions, or even revenue.Armed with business impact metrics, you can appropriatelyprioritize website issues for remediation.an interactive web interface, reports can be distributed viae-mail summary reports that can be delivered to specifiedrecipients on a daily, weekly and monthly basis. HTML e-mailsummaries also include a link back to the live reports to enablequick click-through for deeper analysis.Tealeaf cxOverstatTealeaf cxOverstat integrates with our industry-leading CEMsolution to allow companies identify struggle hot spots,correlate with Voice of the Customer feedback and trackingCEM KPIs. Beyond seeing hot spots and tracking KPIs,companies can utilize context to make usability analyticsactionable and create highly visual analysis for highlyinteractive sites.Usability analyticsWith Tealeaf cxOverstat, you can better understand thebehavior of individual customers from usability reports andget insight into why some customers behave differently.Tealeaf cxOverstat’s ability to filter reports by customdimensions allows you to see the differences in behavior fordifferent segments of users. You can understand why onesegment of customers behaves differently by customizingdimensions and drill down capability.Figure 9: Conduct scenario impact analysis to understand which issues havethe greatest impact.Configuration of Tealeaf cxView does not require customdevelopment or custom queries. Configuration steps areadministered through an intuitive web interface. In addition toHighly visual analysis for highly interactive sitesThe features in Tealeaf cxOverstat allow you to analyze RichInternet Application (RIA) technologies such as JavaScript,AJAX, which is used by today’s highly interactive websites.
12IBM Tealeaf CX solutionFeature highlights Click heat maps — Discover where your visitors click on apage including forms, links, images, and text so you canoptimize the placement of key content to enhance yourvisitor’s experience and to allow them to quickly completetheir desired action.Comparison Analytics — Provide a side-by-side segmentedview and usability metrics to better analyze customer behavior.Form field analytics — Optimize each form increasingconversion rates
Tealeaf CX IBM Tealeaf CX provides a non-intrusive, real-time method to capture what each customer is doing and seeing on each page across an entire visitor session. To do this, the IBM Tealeaf CX passively records the HTTP (S) request and response data by “sniffing” TCP/IP packets from the network via an existing span port or network tap.
