Having a Web site is a quintessential component of business today, but by its nature its seldom a means to engage with your customers directly, in fact few businesses can say they are aware of what their customers are doing while visiting their sites.
According to Gerhard Oosthuizen, Senior Consultant – Cloud and Automation at Quintica this doesn’t have to be the case as new technology is allowing organisations to map and monitor the journey their customers are taking when “popping” in to their site.
Making use of non invasive technologies, Quintica is helping a series of customers in both the airline and financial services industries, capture, monitor and analyse Web traffic from sites and Web based applications in realtime.
“We can lose a customer at our Web sites before we even engage with them personally if we aren’t providing them the information they require,” states Oosthuizen.
“Quintica has recently deployed the End User Experience Management (EUEM) solution from BMC at a series of customers in a bid to assist in creating a view of the behaviour of the client, with the intention of then tweaking the experience in accordance to what the clients want.”
Working with an airline customer Quintica was able to ascertain how long a customer spent on the site, the top searches they conducted, at which point they made a transaction and when they left. In the past the client had to wade through reams of data manually to try and formulate a view of their Web activity, however they are now able to do it in one click.
“The technology gives you a window into the opinion and engagement of the individual. It then makes use of analytics to make sense of the patterns on your behalf which then allows you to develop (marketing) campaigns to target the needs of that individual,” he adds.
Quintica also recently ran the solution on the back end of a financial services client’s Web sites and Web-based applications. It was able to provide the customer insights into where its customers were logging in from (geography), how long it took them to transact and then correlating and monitoring any related customer care queries back into the system.
The team was also able to take privacy into account and set up the system to only view the data they customer is legally allowed to access. All of the data collected was then analysed and used to improve the customer experience.
“We have found that the predictive analytics built into the EUEM solution provides an excellent analysis of changes in behaviours and patterns as well as identifies anomalies at the backend. Depending on what you require of the solution, that is if you are using it as a marketing tool or as an incident tool, you can set up notifications that will advise you of changes in network traffic and even transactions.
“Where this becomes relevant is if you are running a marketing campaign at the same time, you can then view in real time how successful it is as a result of changes in traffic and transactions. Similarly you can also see how long it takes your Web server to respond and if timeouts are experienced which can help you outline backend improvements to your environment if needed,” summarises Oosthuizen.
Based on the success of the two projects, Quintica has developed skills internally to support the deployment of the BMC EUEM solution as well as to provide customers training and support around the solution.