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Building a Foundation for Digital Engagement

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As a result of digital transformation, today’s technology buyers are more educated and empowered than ever. Creating loyalty requires that we develop a digital strategy focused on connecting with customers where they are while delivering value. Find out more about how to create a solid foundation to fuel engagement and secure the future success of your company.

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Building a Foundation for Digital Engagement

  1. 1. Building a Foundation for Digital Engagement Today’s Host: Nichole Lemieux Partner Experience Architect Global Virtual Sales & Customer Success Cisco Systems, Inc.
  2. 2. 2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Customer Success Methodology
  3. 3. 3© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Visit SuccessHub On demand webinars, videos, infographics, blogs, whitepapers and much more! Visit Success Hub
  4. 4. Building a Foundation for Digital Engagement Guest Presenter: Steve Cox Senior Director, Digital Experience & Analytics Global Virtual Sales & Customer Success Cisco Systems, Inc.
  5. 5. - Gartner By 2020, more than 80% of the buying process will occur without any direct human-to-human interaction.
  6. 6. 6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Transforming customer engagement. Physical interaction Digital interaction
  7. 7. - B4B The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the product. $
  8. 8. 8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk User Journey Buyer Journey Understanding the customer experience. BuyShopAware UseInstallReceive Expand & Renew
  9. 9. 9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Audience Poll 9 What is the primary method of customer engagement for your organization? Physical (phone calls, site visits, workshops, etc.) Digital (email, online, social, etc.) Hybrid (Physical & Digital)
  10. 10. 10© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Creating your digital experience. Data & Analytics Process Alignment Automation Platforms
  11. 11. 11© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk User Journey Buyer Journey Understanding customer behavior. Purchase Triggers Price Consideration Buying Preferences Usage Patterns Customer Support Value Drivers Outcome Delivery
  12. 12. 12© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Data sources that deliver customer insights. External Listening Enterprise Data Product Telemetry
  13. 13. 13© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Develop a single customer view. Quoting & Ordering CCW Customer Footprint Entitlements Usage Metrics Telemetry Customer Support TAC Customer Health Gainsight Marketing Campaign Customer Lifecycle Opportunity Visibility SFDC
  14. 14. 14© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Map the customer journey. Adopt Welcome 2nd Chance AttachExpand Renew Refresh
  15. 15. 15© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Define your engagement model.
  16. 16. 16© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Generate a trigger-based journey. Unhealthy Use RenewWelcome/Onboarding Healthy Use
  17. 17. 17© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Create customized content.
  18. 18. 18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Select delivery channels. Email Social Media Video Support Community Webinars Field Enablement In-Product Messaging Social Media Advertising Display Advertising Simulive Webinars SEO Mobile Direct MailWebsite (Cisco.com) Industry Forums/Blogs Content Syndication Live Events
  19. 19. 19© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Deliver a personalized customer experience. Process Alignment Checklist  Develop a customer journey  Define an engagement model  Generate a trigger-based journey  Create customized content  Select distribution channels
  20. 20. 60% of customers will use support forums and technical discussion groups to inform the purchase decision. - Corporate Executive Board, Hubspot 2012, IDC 2012 EAG Buyer Experience Survey
  21. 21. Building your digital foundation for success. Marketing Platforms Sales PlatformsCustomer Success Platforms
  22. 22. 22© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Audience Poll 22 Do you currently have all three automation platforms in place to optimize customer engagement?
  23. 23. 23© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Marketing Platform Checklist  Integration/Tool Capabilities  Content Creation  Program Automation  Campaign Tracking  Contact Management  Contact Health  Reporting/Analytics
  24. 24. 24© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Sales Platform Checklist  Opportunity Visibility  Lead Routing  Forecasting  Contact Management  Customer Profiling  Engagement Activities
  25. 25. 25© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Customer Success Platform Checklist  Health Score Reporting  Lifecycle Management  Risk Assessment  Value Delivery  Upsell/Cross Sell Opportunities  Cross-Functional Collaboration
  26. 26. Providing a personalized experience. Annuities 6 Annuities 7 Annuities 10 Annuities 8 Annuities 9 GCS Sub-Offer Type Annuities 18 Annuities 19
  27. 27. 27© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Optimizing with customer insights. 3.5x higher retention rate 20% customer lifetime value growth ActionInsight
  28. 28. 28© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Delivering customer success in a digital world. Land Adopt Expand Renew
  29. 29. @CiscoImpact Let us know what you think! customersuccesstalk@external.cisco.com
  30. 30. 30© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Discover more ways to transform your company and maintain customer relevance in this ever-changing landscape with customer success. Delivering on the Promise of Customer Health January 31, 2017 Upcoming Sessions #successtalk Sign up for a webinar Customer success in action from the partner perspective. See how one of your peers is successfully implementing their own customer success practice. The Burwood Group: Smarter Solutions. Better Outcomes. February 14, 2017
  31. 31. Thank you. #successtalk

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