how to automate and digitize customer engagement

How to Automate and Digitize Customer Engagement

Today’s Host: Scott Schell@Schell_ShockedSenior Manager, Global Customer Success Cisco Systems, Inc.

2© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Customer Success Methodology#successtalk

People

Automation

Process Analytics

3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

- McKinsey & Company

“Maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also to lift revenue by 15% while lowering the cost of serving customers by as much as 20%.”

How to Automate and Digitize Customer Engagement

Guest Presenter: John Stone@johnst1Senior Manager, Digital Experience & Analytics Cisco Systems, Inc.

Guest Presenter: Carrie Hawkins@owchSenior Digital & Marketing Automation Manager Cisco Systems, Inc.

5© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Digitization is unstoppable!#successtalk

- Matthew Wilder

Ain’t nothin’ gonna break my stride. Nobody gonna slow

me down. Oh no!

6© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

managing the Customer Lifecycle

in a Digital world

with Customer Success

1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 01 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0

7© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

“The economic value of a customer is realized over time, instead of upfront at the initial sale. Being successful

increasingly requires that companies actively manage their customers during their engagement relationship.”

Customer Success Management, Forrester

In a subscription economy…#successtalk

8© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

“The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the

product.”

J.B. Wood, Todd Hewlin, Thomas Lah – B4B

adoption is the new gas pedal and...#successtalk

9© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

64% of people say customer experience is more important than price in choice of brand.

By 2020, customer experience will overtake price and product as the key brand differentiator.

customer value realization is a journey.#successtalk

10© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Audience Poll

10

#successtalk

Do you think your company is ready to create a digital customer journey?

11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Buyers are 57% through the purchase process before they contact a sales rep.

-CEB

Both Gartner and Forrester predict that by 2020, more than 80% of the buying process will occur without any direct

human-to-human interaction.

66% of marketers say

their companies won’t succeed

without a successful

digital marketing approach.

Despite this, only 15% of all

marketing budgets are allocated to

digital.

Less than half of digital

marketers feel proficient in

digital marketing.

Companies will stumble because they lack digital business skills. “Forty percent of companies in this room will not be around in a meaningful way in 10 years.”

- John Chambers, Fortune Global Forum, 2015

- Digital Marketing, Ira Kaufman & Chris Horton

In a digital world…

12© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Analytics

Automation

Personalize

d Experiences

this is the new marketing standard.#successtalk

13© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Welcome Adopt Expand Renew

Managing the customer experience#successtalk

14© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Creating the customer experience

Adopt

Welcome

2nd Chance AttachExpand

Renew

Refresh

#successtalk

15© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

What is an adoption journey??

16© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Understanding Your Customers

Company Level Data• Install Base Size• Services Purchased• Contract Status• Renewal Date• Segment

Consumption Behavior• Portal Registration• Reports Run• DA Registered• SDA Enabled

Timing• Last Email Send Date

Contact Level Data• Email Status• Job Ranking

Digital Behavior• Target Contact Known• Pain Point Known

#successtalk

17© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Building a Customer Adoption Journey#successtalk

18© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Measuring Customer Health

Unhealthy Use

RenewWelcome/Onboarding Healthy Use

#successtalk

19© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Collecting Data

Tracking Digital Behavior

Measuring Product Usage

Creating Relevant Content

Delivering Timely Communications

Audience Poll

What do you think will be most challenging in building your own adoption journey?

#successtalk

20© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Smart Net Total Care Report Finder #successtalk

21© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Network Buyer Newsletter#successtalk

22© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Smart Net Total Care Resource Request#successtalk

23© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Personalization is key to successful adoption.

74% of online consumers get frustrated with websites when content appears that has nothing to do with their

interests.

- Janrain & Harris Interactive

Personalized emails improve click-through rates

by 14% and conversion rates by 10%.

- Aberdeen Group

Calls-to-action targeted to the user had a 42% higher

view-to-submission rate than calls-to-action that

were the same for all users

- Hubsopt

74% 14% CTR

10% Conversion

Rate 42%

24© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

We are absolutely committed to you (our partners), and that will not change. Everything we do, we do with you in mind.-Chuck Robbins

25© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

What can you do now?

Set up a demo with your preferred distributor or visit the Cisco Impact website.http://impact.cisco.com

#successtalk

26© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Find out how to increase your average revenue per customer with valuable upsell opportunities.

Expand Selling Practices in ActionMarch 15, 2016

Discover how to build a winning customer success team. Who are you looking for and what qualities should they have?

Anatomy of a Customer Success TeamFebruary 2, 2016

Upcoming Sessions#successtalk

Learn how to improve your customer retention through effective data management.

Growing Customer Lifetime Value with Best in Class Data Management PracticesFebruary 16, 2016

Thank you.

#successtalk