Challenges: With Ginza’s online channel playing such a pivotal role in its revenues, improving customer experience was one of the company’s top priorities. Using web analytics, Ginza was able to identify customers that dropped off at particular points in the buying process, but the company often struggled to identify precisely why these customers abandoned. Did they experience site or application problems that caused endless loops or other frustrations? Was the checkout process too hard to complete? Web analytics solutions were not designed to answer these behavior-based questions…
Approach: Determining precisely why customers behave as they do was of the utmost importance, as Ginza saw this information as key to increasing revenues and enhancing customer satisfaction. Based on their need to better understand customers, Ginza turned to Tealeaf for an online customer experience management (CEM) solution that provides the reporting capabilities of a web analytics solution while also delivering the ability to drill-down into the qualitative insights of real customer behavior…
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