Monitor the success of your online customer interaction using comprehensive statistics and custom analytical reports.

Transversal's reporting software supports our tools for Web self-service, assisted service and knowledge management. It records every action within the system, and automatically assigns those actions to the relevant performance metric:

• The number of customers using the system
• The most frequently asked questions
• The numbers of successful and unsuccessful knowledgebase searches
• The rate of advertising clickthroughs
• Your contact centre's success in answering customer enquiries

Tracking the behaviour of your online customers is essential to understanding their wants, their needs and their problems. Site statistics reveal insights about your customers long before sales figures do. By monitoring the questions your customers ask and the searches they perform, you identify subtle changes in consumer interest. You learn which products and promotions are attracting the most attention; you see the first quickening of the seasonal market; you locate pages that are getting low traffic and gain some idea of why. You also see how successful your customers are at finding information: how well search engine referrals, your site search and your navigation structure facilitate their progress.

This data has many uses. Analysis of customer behaviour provides insights that help when targeting a marketing campaign. By identifying areas in which customers struggle to find information, or where they abandon a transaction in progress, you improve your site's content and usability. Site statistics also help you to plan product support, by revealing what customers ask about your products and services.

Furthermore, you can track individual customers. This enables you to resolve customer service enquiries more efficiently. When a customer forwards a problem from your Web site to email or chat, a report of their previous activity goes with it. Your agents can see what the customer has previously searched for, browsed and asked, and can make a more perceptive response.

These are the benefits:

• Identifies patterns and changes in customer behaviour
• Indicates how far your online customer service meets actual needs
• Identifies weaknesses before they can become serious problems
• Identifies gaps in your knowledgebase content
• Monitors the success of online advertising
• Tracks the progress of enquiries through your contact centre
• Speeds the resolution of enquiries
• Allows trends to be analyzed over time