Customer Case Study with Cisco. Support is one of the closest organizations to the Voice of the Customer. Intelligence collected during a support interaction provides valuable insight for marketing, product development, engineering, and more. The challenge is that information is siloed and not transformed into measurable ROI. noHold's customer, the leader in networking devices, has found a way to break the mold and create a paradigm shift by syndicating opportunities across all business units.

1. Cisco Case Study
Positioning the Support Organization as the
Leader in Innovation
Tarik Mahmoud | Cisco
Diego Ventura | noHold
May 8th 2012

2. Speakers
Tarik Mahmoud Diego Ventura
Sr. Manager Cisco CEO noHold
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3. noHold, Inc.
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4. Benchmark
John Ragsdale
VP of Technology
Research - TSIA
According to the 2012 Support Services Benchmark:
• Nearly a quarter of all service incidents, 23%, require
expertise and/or training on another vendor’s products to
resolve.
• And, these incidents take a third longer (32.9%) to resolve
than incidents concerning the company’s’ own products.
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5. Confederated Knowledge™ (CK)
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6. Confederated Knowledge™ (CK)
Charter
Lexmark
McAfee RIM
Cisco Symantec
Verizon
TWC
Dell D-Link
Comcast
Intel
Motorola
NETGEAR
Lenovo
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7. PC Manufacturers Industry Q1-2012
Audio Monitor User
1% Issues Manuals
2% Wireless Issues
4% 6%
Download OS problems
SW/Drivers 6%
23% Finding serial
number
7%
Power/Battery
Warranty 10%
Registration
17% Repair Info
System restore 11%
13%
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8. Benefits
• Consumer Promise: The solutions they need, on
their own terms and where they want them
• A more effective enterprise and happier
customers
• CK: Support across companies boundaries
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9. Support Drives Innovation
Social Networks
Support Site
eStore &
Resellers Call Center
Virtual Agent
Metrics for: Sales, Marketing
and Engineering Confederated Knowledge™
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10. Support Drives Innovation
• One change affects all aspects of a Business
Unit.
• Easy to transform the voice of the customer into
measurable ROI.
• Support drives innovation
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11. It is about the Customer!
• Customers expect companies to offer multiple
support channels
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12. Do you know your customer?
• Customer Segment
– Understand who they are
• Educational/technical background
• Demographics
– Understand how they use your product
• Support needs
• Channel selection
– Understand their expectations
• Engagement experience
• Service Delivery
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13. Customer Attributes
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14. Channel Selection
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15. If you build it, they will come!
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16. Cisco – Business Case
Social Networks
Support Site
eStore &
Resellers Call Center
Virtual Agent
Metrics for: Sales, Marketing
and Engineering Confederated Knowledge™
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17. Support Site
• Self-support knowledge base contains
personalized step-by-step solutions
based on sophisticated natural language
engine and intelligent decision trees:
• Mimic live agent interaction
• Guide customers to most appropriate
solution
• Launched in 2006
• 7 languages
• Covers all Cisco Consumer products
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18. Support Site
• Ranked # 2 used tool per volume
• Enhance customer experience
– Easy to interact with interface
– Take the “guess” work away
– Present relevant content
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19. Support Site
• Encourage adoption:
• Continuous content life cycle management
• Easy to read and follow (i.e. step by step)
• Expand content coverage
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20. Call Center
Project Description:
• Virtual Agent designed to improve Call Center
Agent efficiency
• Launched on 4/18/2012
• Made it available to 15 agents
• Training provided via a video clip
Did you find the information within Guide Me?
Yes - ~70%
Results:
Reduced Average Handle Time (AHT) by 80
seconds
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21. Call Center
What did you like about using Guide Me?
• Real time in providing links for the articles
needed.
• Easier to access the resources needed for 3rd
party
• Easy access to product information
• Takes seconds if looking for answers for
Speed and Relevancy intermittent connection.
• Once you familiarized guide me its easy to use.
• It responds immediately after you pressed enter.
• I was able to get the correct TS on how to
reconfigure the router using cable connection with
Mac OS computer( articles 3688,3686)
• It help us guide what are the basic
troubleshooting steps to resolve the client's
problem.
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22. Call Center
What areas where you unsatisfied while
using Guide Me?
• Have an easier link to access Guide me
• Some links are not available
• Sometimes opening the link took couple of
seconds.
• It did not provide me the solution for my
Increase Scope
client's concern
• No information is found about a range
extender but just with a Range Expander.
• Its not updated. It shows UI of old routers
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23. Call Center
What topics they would like to see in Guide
Me?
• I would personally want Guide Me to be
product specific, if we type the model number
of the device it should come up with results
specifically for the model that we need
assistance with
Product Specificity
• More operating system screen shots where
firmware is saved.
• Specific category for the devices. Updated
information about latest devices.
• Installation guides for the new devices (E-
series routers, adapters, specialty devices).
• Each specific device should provide the
latest GUIs, OS and software.
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24. Confederated Knowledge
Project Description:
• Connect Guide Me with other partners’ Virtual
Agents.
• Current Connections:
• Dell
• Viewsonic
• Comcast
• Toshiba
Results:
• Executed: ~ 220 sessions per month
• Average Completion Rate: 90%
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25. Metrics
Project Description:
• Captures actionable customer behavior metrics
from the Virtual Agent and turns them into
measurable ROI
• Reports for:
• Marketing
• Sales
• Engineering
KPIs
• Usage by product type By Language
• Most commonly used solutions • Volume
• Most helpful solutions • Effectiveness
• Most unhelpful solutions • Abandonment
• Most commonly viewed articles • Escalation
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26. Future Projects
Project Description:
• Create a SalesAdvisor to:
• Increase conversion rates
• Assist resellers
• Create a VirtualModerator to:
• Participate in the social dialog
• Manage the Brand
Results:
• Both projects are in the evaluation and feasibility stage
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27. Contact Information
Tarik Mahmoud Diego Ventura
Sr. Manager Cisco CEO noHold
tmahmoud@cisco.com diego@nohold.com
(949) 823-3758 (408) 472-2764
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