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.


Digitization is unstoppable!#successtalk

- Matthew Wilder

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

me down. Oh no!


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


“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


“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


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


Audience Poll

10

#successtalk

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


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…


Analytics

Automation

Personalize

d Experiences

this is the new marketing standard.#successtalk


Welcome Adopt Expand Renew

Managing the customer experience#successtalk


Creating the customer experience

Adopt

Welcome

2nd Chance AttachExpand

Renew

Refresh

#successtalk


What is an adoption journey??


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


Building a Customer Adoption Journey#successtalk


Measuring Customer Health

Unhealthy Use

RenewWelcome/Onboarding Healthy Use

#successtalk


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


Smart Net Total Care Report Finder #successtalk

http://demand.cisco.com/SNTC_Report-Finder


Network Buyer Newsletter#successtalk

https://cisco.box.com/s/mdhaih119xc60fk09a4ujh5xhka97lg4

https://cisco.box.com/s/mdhaih119xc60fk09a4ujh5xhka97lg4


Smart Net Total Care Resource Request#successtalk

http://demand.cisco.com/SNTC_Resources


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%


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


What can you do now?

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

#successtalk

http://impact.cisco.com/


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

how to automate and digitize customer engagement

Technology