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Solving for CX: Using Data to Personalize Experiences

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Customers expect highly personalized experiences. In fact, they may even be willing to pay more for an encounter developed specifically to meet their needs. Discover how you can gain deeper insights into customer preferences, and how data can help you personalize engaging experiences that resonate with your customers.

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Solving for CX: Using Data to Personalize Experiences

  1. 1. Solving for CX: Using Data to Personalize Experiences Today’s host Nichole Lemieux Senior Digital Experience Manager Customer Experience, Connected Digital Interactions Cisco
  2. 2. © 2018 Cisco and/or its affiliates. All rights reserved. Customer success methodology People Process Platforms Content Analytics
  3. 3. © 2018 Cisco and/or its affiliates. All rights reserved.© 2018 Cisco and/or its affiliates. All rights reserved. Cisco SuccessHub On demand webinars, videos, infographics, blogs, whitepapers and much more! Visit SuccessHub
  4. 4. Solving for CX: Using Data to Personalize Experiences Today’s presenter Sri Srikanth Senior Data Scientist and AdvancedAnalytics Manager Strategic Planning and Analytics Cisco
  5. 5. © 2018 Cisco and/or its affiliates. All rights reserved. Why customer journeys matter Electric utilities Health insurance Cable/ satellite TV Hotels 0.24 0.52 0.30 0.52 0.32 0.53 0.32 0.50 0.24 0.47 0.28 0.45 0.31 0.49 0.28 0.45 +117% +73% +66% +56% +104% +61% +58% +61% Customer satisfaction Willing to recommend Touchpoints Journeys The “secret sauce”
  6. 6. © 2018 Cisco and/or its affiliates. All rights reserved. Understanding the customer’s journey: Linear Awareness Discovering a product for the first time Consideration Weighing the pros and cons of one product against other, similar products Purchase Making the decision to buy one product over another Retention Buying the same product again and again Advocacy Recommending the product to others Pros: Simplicity Cons: Fairly abstract
  7. 7. © 2018 Cisco and/or its affiliates. All rights reserved. Understanding the customer’s journey: Circular Awareness Discovering a product for the first time Consideration Weighing the pros and cons of one product against other, similar products Purchase Making the decision to buy one product over another Pros: Simplicity, fuller representation of the journey Cons: Fairly abstract
  8. 8. © 2018 Cisco and/or its affiliates. All rights reserved. Understanding the customer’s journey: Touchpoint @ Pros: Realistic Cons: Difficult to draw inferences
  9. 9. © 2018 Cisco and/or its affiliates. All rights reserved. Moments that matter Where to focus, when to focus, how to focus Installing/activating Browsing Checking usage Downgrading Purchase new service or device Resolving a billing question/issue Resolving a service or technical question/issue Paying a bill Upgrading/changing service or a device 21% 18% 12%11% 8% 8% 7% 7% 7%
  10. 10. © 2018 Cisco and/or its affiliates. All rights reserved. B2B customer moments I am at end of life I have a need What are my options? Which vendors are best? How does it fit my needs? Considering Cisco Short-listed Cisco Purchased Cisco Welcome to Cisco Activate purchase I need help! How do I use this? How do I get more value? Am I succeeding? I am a Cisco advocate! Before purchase After purchase
  11. 11. © 2018 Cisco and/or its affiliates. All rights reserved. Plotting moments that matter into the customer journey I have a Need / EOL What are my options? Which vendors are best for me? How does it best meet my needs? I am considering buying Cisco I have chosen Cisco Bought Cisco I need to activate How do I use this? How do I get more value? Am I being successful? I prefer Cisco I buy I advocate and renew I install and useI am aware I shop I want more
  12. 12. © 2018 Cisco and/or its affiliates. All rights reserved. Identifying customer moments
  13. 13. © 2018 Cisco and/or its affiliates. All rights reserved. Visualize the journey: Those who bought 1/2
  14. 14. © 2018 Cisco and/or its affiliates. All rights reserved. Visualize the journey: Those who bought 2/2
  15. 15. © 2018 Cisco and/or its affiliates. All rights reserved. Visualize the journey: Those who haven’t purchased 1/2
  16. 16. © 2018 Cisco and/or its affiliates. All rights reserved. Visualize the journey: Those who haven’t purchased 2/2 Some getting stuck here Several abandoning engagement
  17. 17. © 2018 Cisco and/or its affiliates. All rights reserved. I am considering Cisco I am considering solutions I have a need Understanding the customer’s journey: Moments that matter I have short-listed Cisco Abandoned Cisco 5% 20% Cisco’s solutions speak the need of the customer Cisco case studies; Cisco terms and conditions; Cisco price points are making me consider Cisco I understand what I am getting into; I like the support I am getting; I like what I am hearing from peers and analysts. Cisco is too complex, too expensive, too slow to respond Pros: Realistic, can draw inferences Cons: Identifying states can be a significant task
  18. 18. © 2018 Cisco and/or its affiliates. All rights reserved. Setting up personalization experiments What vendors are best for me? How does it best meet my needs? I have bought Cisco Why? In this State, the customer is not yet significantly in Cisco’s orbit of influence, researching extensively on third-party sites and competitive sites. Why? Customer is now researching extensively on Cisco property, and our ability to influence is greater Twice as many accounts from this state move directly into purchase state than “what vendors are best for me state.” 12% 9% 4%
  19. 19. © 2018 Cisco and/or its affiliates. All rights reserved. Example test structure: “Cut to the chase” What vendors are best for me? In this state, the customer is not yet significantly in Cisco’s orbit of influence, researching extensively on third-party sites and competitive sites. Control group Treatment group Standard page design Standard content Focus on Resources Focus on docs/communities
  20. 20. © 2018 Cisco and/or its affiliates. All rights reserved. Customer journey engine to recommendation engine 16% Recommended Action: When visitor from account is seen, direct them to “Click2Chat”, “Partner Locator”, or “Contact Center” End-of-life purchase moment transitions 10% Digital touchpoint 2 in a Week I am at EOL I bought Cisco
  21. 21. © 2018 Cisco and/or its affiliates. All rights reserved. What’s next? Understanding the thinking… Am I ready to replace now? Would I rather stretch use? What about a competitor? I am at EOL
  22. 22. @CiscoPartners Let us know what you think! customersuccesstalk@external.cisco.com © 2018 Cisco and/or affiliates. All rights reserved. Cisco public.
  23. 23. © 2018 Cisco and/or its affiliates. All rights reserved.© 2017 Cisco and/or its affiliates. All rights reserved. Upcoming sessions Borderless Business: FreeingYour Organization from Silos October 9, 2018 Learn how to help employees see beyond a "silo mentality" and embrace an open culture in the workplace. In itTogether: Customer Success and Sales October 23, 2018 Discover the value in aligning customer success and sales, and learn how to get everyone working on the same page. Sign up for a webinar© 2018 Cisco and/or affiliates. All rights reserved. Cisco public.

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