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There is a newer version of this report available: Reducing Customer Struggle 2013


The Reducing Customer Struggle report, published by Econsultancy in association with Tealeaf, looks in-depth at the extent to which companies understand the overall online customer experience and the approaches or types of technology they use to identify and address issues.

The 2012 study, which comes a year after the inaugural report, also examines the extent to which companies understand the mobile user experience, what mobile metrics they track and the most common issues encountered by customers using mobile devices.   

The 54-page report is based on an online survey of almost 500 business professionals working for companies involved in e-commerce and e-business and includes the following sections:

  • Understanding the online customer experience
  • Problems or issues with the online experience
  • Use of customer channels
  • Mobile customer experience
  • Integrating online with offline channels

Key findings include:

  • Companies are increasingly using a range of methods to understand the online customer experience, with a focus on understanding why things are happening on web properties rather than just what is happening.
  • Information contained in customer emails (43%), calls to the customer service teams (45%), online feedback tools (35%), usability / heatmaps (40%) and digital experience (session) replay (57%) are the methods seen as most effective for identifying issues with the online experience.
  • The proportion of companies with formal structures and processes in place to improve the customer experience has increased from 40% to 49% since the 2011 report.
  • The proliferation of smartphones and tablets is evidenced by the amount of traffic now attributed to the mobile channel. Just over half of companies (52%) say that more than 10% of their traffic is via mobile devices. Some 17% of companies say that mobile accounts for more than 20% of web visitors, while 6% attribute more than 30% of traffic to mobile.
  • Just under a fifth (18%) of responding organizations describe their understanding of the mobile user experience as ‘excellent’ (3%) or ‘good’ (15%), compared to an equivalent combined figure of 45% for the overall online experience.

Table of contents

  1. Executive Summary and Highlights
    1. About Econsultancy
    2. About Tealeaf
  2. Introduction by Tealeaf
  3. Methodology and Sample
  4. Methodology
    1. Respondent profiles
    2. Business objectives
  5. Findings
    1. Understanding the online customer experience
      1. Understanding types of customer behavior
      2. Value of different types of customer behavior
      3. Difficulty collecting information about customer behavior
      4. Understanding the overall online customer experience
      5. Methods used for understanding the customer experience
      6. Effectiveness of different methods
      7. Responsibility for online customer experience
      8. Barriers to understanding the online customer experience
    2. Problems or issues with the online experience
      1. Discovering issues with the online experience
      2. Effectiveness of different approaches to identifying problems
      3. Most common website issues
      4. Most serious website issues
      5. Quantifying lost revenue
      6. Measuring differences in conversion rates
      7. Prioritizing problems and issues customers face online
      8. Business initiatives to improve customer experience quality
    3. Use of customer channels
      1. Change in investment in customer channels
      2. Quality of customer experience for different channels
      3. Customer service as a sales channel
    4. Mobile customer experience
      1. How customers interact with companies via mobile devices
      2. Use of mobile platforms
      3. Proportion of traffic via mobile devices
      4. Mobile metrics
      5. Understanding the mobile user experience
      6. How customers rate the mobile user experience
      7. Most serious mobile issues
      8. Responsibility for mobile customer experience
    5. Integrating online with offline channels
      1. Visibility into online customer activity
      2. Rating of multichannel customer experience
      3. Relationship between online teams and call centers
      4. Amount of calls resulting from a poor online customer experience
      5. Measurement of problem resolution
      6. Ability to escalate website problems
      7. Access to information about individual online experiences
  6. Appendix: Respondent Profiles
    1. Business sector
    2. Geography
    3. Size of company by revenue

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Reducing Customer Struggle 2012 (805 KB PDF)
  • Pdf Disabled Reducing Customer Struggle 2012 (1.53 MB PDF)

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