Learn how creating a customized, segmented customer loyalty newsletter for sales account managers builds loyalty and changes the relationship game.

1. Loyalty Phase I: AM “Signed” Customer Newsletter Proposal Melissa Kennedy

2. What problem are we solving? ****Phase II Unify Amplify Simplify Services TWTV Product Launches Newsletters Turn it on Monthly Trigger 1:1 emailer Switching Kitchen Events Segmented Technical Customer Tech Days Compelling event 1:1 email ALERT Green Cisco AM Fact or Fiction Q1 BIG TY Q2 lil surprise Q3 lil surprise Q4 BIG TY 1) Simplify Customer Communications 2) Scalable Account Manager (AM) Relationship Building

5. AM “Signed” Newsletter Aligns with Loyalty Strategy Loyalty Strategy AM “Signed” Newsletter Alignment Create infrastructure to deliver consistent customer communication Serves as a foundation element to the customer communication infrastructure Leverage scalable systems to keep accounts warm for Cisco sales rep Leverage SFDC, Prolifiq, CMS, Demand Center Educate customers to increase their ROI, while developing loyalty Aggregate informational resources and activities and customize relevant to customer sub-segment Position customer as thought leader in their company by introducing adjacent solutions or compelling events Offers a trusted source(AM) to introduce adjacent information Nurture architecture needs with existing customers Leverage profile knowledge to dictate architectural information path Create customer evangelists on behalf of Cisco Offers customer ability to share with colleagues and peers

6. Business Requirements Account Manager, Area Marketing Manager, Process & Systems

11. Sample Experience Views Customer, AM & Operations Experience

12. Sample: Customer Experience, Monthly Personalized message from Account Manager(AM): -first message is welcome and introduction to the communication - ongoing customable message from AM Education-focused content, i.e. how can I (AM) help provide value-add content to continue building our relationship?

13. AM Experience for Phase I AM Receives 4 versions to review, customize or opt out Staged and targeted in tool Tooltriggers 1:1 Email Contact Receives Email Read & Click Thru Reporting in tool Review activity, adapt

15. Benchmark Metrics Cisco & Industry Standards

16. Cisco Newsletter Benchmarks Newsletter CPI US: Innovators: TW US: Innovator: BW Mobility TAC UC Insight Central AM newsletter Avg Open Rate 18.4% 23% 16% 19% 8% 27% 17% Avg Click Through Rate 22.1% 2% .5% 6% 2% 9% 21% Delivery Rate 98% N/A N/A 69% 48% 76% 92% Number of subscribers 35,000 70,000 40,000 19,500 108,000 6,700 15,692

18. Industry Email Click-Thru Rates

19. Actions, Deliverables & Timeline