Capture and quickly analyze failed interactions

That ability to see what was going on came with the arrival of Acoustic Experience Analytics, that uses AI to capture and analyze visitor interactions on websites and mobile applications. By tracking each web interaction, Republic Services is now able to see and review individual consumer sessions on the website.

According to Kirk Vidinghoff, Marketing Manager of Digital Analytics at Republic Services, “I love being able to see the actual sessions of a user to better understand why they may have done something like abandoning a form or not completing a purchase. Knowing what people are doing only gets us so far. Understanding why puts us into action.”

Republic Services had integrated its VoC solution with Experience Analytics previously, and this provided the key to solving the problem, since Experience Analytics is able to identify users and sessions by a number of metrics, including IP addresses, zip codes, even free text of a person’s name. The most precise tracking was with the TLT SID, a unique identifier Experience Analytics assigns to every consumer session.

With the integration of Republic’s VoC system and Experience Analytics, the Republic Services team is now able to match the TLT SID of the session with the survey response. Voilà — they can review the exact session tied that caused the complaint.

In session replays, they saw exactly what the user experienced. The consumer attempted to log in, was met with an error code that included a phone number, attempted a few other sections such as auto-pay and contact us, and was forced to call in to the customer service center to pay their bill.

The team at Republic Services was able to go into the web code with the pinpointed error and uncover the issue. The team then sent this more precise information to IT to fix. This saved what could have been a long slog to troubleshoot the problem by looking at the issue from outside-in.

“Experience Analytics is an essential tool in our MarCom tech stack, enabling us to understand our customers better.”

Kirk Vidinghoff, Marketing Manager of Digital Analytics, Republic Services

Republic Services

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