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Whilst there are many low-cost tools that provide insight into user activity and indeed offer session replay, this is an invalid basis for analysis; the focus is on raw data and not drawing conclusions from user activity. IBM CXA is particularly strong for transactional assets such as an eStore. It can, however, be applied to any situation involving user activity.
A particularly strong aspect of IBM CXA is the core foundation it sits upon - UBX or Universal Behaviour Exchange. Not only is the capture of user behaviour through activity automatically recorded, but other, physical activity can also be channeled into the solution e.g. physical store purchases, call centre interactions, etc.
IBM CXA is, therefore, in a strong position to represent entire customer journeys and not simply digital ones.
- IBM CXA comprises an acquisition called Tealeaf. This tool has deep heritage and this is evident in its present-day capabilities.
- The Universal Behaviour Exchange or UBX puts the concept of personalisation at the forefront. The ability to combine physical (analog) and digital transactions to create the complete picture of a customer journey, is a stand out benefit.
- The solution does not have to involve the purchase of software. IBM CXA can be sold as a service bundled with analytics as a service. This not only lowers the cost of ownership, it gets around one of the principal issues. Strong staff with design and analytical capability to drive the solution and deliver tangible benefits.
- The seamless integration of Watson AI services to help with the heavy lifiting. Watson reinforces the analytical focus this solution has and can learn to recognise situations specific to a company.
- IBM CXA leverages script tagging to inspect specific behaviour patterns. A tagging engine against your web assets is a must-have to simplify script insertion and avoid having to leverage internal IT resources to modify web code.
- Tag management is perhaps the most challenging aspect of IBM CXA. In our view, this could be abstracted further and therefore simplified.
- We would like to see connectors with UBX to common platforms such as CRM, marketing automation. The more this is readily available, the quicker the time to value for clients.
- As mentioned earlier, transactional heavy web assets such as eStores are particularly strong candidates.
- IBM CXA along with other, similar tools, is not set-and-forget. The solution must be well managed in order to deliver value. Purchase of the solution is one thing; driving analytic results is another. If a company's staff are not strong analytical thinkers, CXA will not help. IBM CXA is not just a technology platform - it is a basis to design strong customer touchpoints and interactions. You need to be customer journey design literate to get the best from this.
- Tealeaf provides a unique view into a website beyond what typical web analytics can provide.
- It captures all of a website's traffic, no need to tag pages or decide ahead of time what data you want to capture.
- Data is captured and processed in real-time which reveal unknown issues as they are happening.
- Replay session to see what a customer or user actually did and not just they remember doing when a problem occured.
- Data is passively captured and is quick to implement because there is no need to change an app, which is great. Client side interactions also can be captured, but takes extra time because of integration into a site. There could be improvements made there.
- It can be hard to start making sense of the data because of the large volume of data it captures.
A lot has changed to the last year for Tealeaf for the good. There are many more options to for capturing data including a cloud and SaaS offering. Take a look again if you haven't seen it in a while.
- Enables you to see the exact path and UI that the customer has taken.
- More attributes to filter by.