This case study is available in written text (PDF) and slide format. It explains how ZOOM uses Cisco™ Spark, ZOOM WFO, Salesforce.com™, Cisco Tropo, Cisco Voice Platforms, and Cisco Webex to help achieve the #1 rank in customer satisfaction for the WFO industry. The studies include details on the background, problem, solution, and results of ZOOM's customer-focused culture, people, process, and technology.

1. ZOOM International is a call center industry leader—they are regularly
recognized for being #1 in customer satisfaction within the work force
optimization (WFO) sector. And, ZOOM uses Cisco™ Spark, Tropo, and
Webex to help improve and maintain one of the highest customer
satisfaction scores of any company, in any industry around the world.
With over 1500 customers and 200,000+ users, ZOOM’s results go well
beyond a 20% CAGR for the past seven years. Their software has been
sold by over 300 Cisco and Genesys partners across 90 countries in North
America, Europe, Russia, Asia-Pacific, Africa, and the Middle East. ZOOM
customers come from every industry, such as healthcare, banking,
government, manufacturing, and retail. This includes mega-brands, such
as GE, IKEA, Caterpillar, Toyota, and IBM’s Softlayer, as well as mid- sized
organizations like Duke University, AAA of Oklahoma, and The Center for
Sports Medicine and Orthopedics.
ZOOM’s President, Brian Shore, explained their #1 ranking,“One of the
top reasons our customers and partners choose us is because of our
obsession—we deliver best-in-class customer satisfaction. To do this, we
use Cisco Spark, Cisco Tropo, Cisco Webex, Salesforce.com™, and ZOOM
WFO as key, enabling technologies. And, as a proof point of our pedigree
in this area, we have received top rankings from industry analysts like
DMG and Gartner as well as our partners and customers. Unlike some of
our competitors, our product works really well in production environ-
ments, and our net promoter score (NPS) is 83%—higher than satisfac-
tion leaders like Apple, Amazon, eBay, and USAA. If we dig deeper than
our satisfaction testimonials and dozens of industry awards, the heart of
our achievement is our people, process, and culture. Importantly, Cisco
Spark lets us bring these ingredients together to solve customer prob-
lems in real-time and do it across three continents and follow-the-sun
models.”
“One of the top
reasons our customers
and partners choose us
is because of our obses-
sion—we deliver
world-class customer
satisfaction.
To do this, we use Cisco
Spark, Cisco Tropo, Cisco
Webex, Salesforce.com,
and ZOOM WFO as key,
enabling technologies.”
– Brian Shore,
President,
ZOOM International
The Culture, People, Process and Technology behind
ZOOM’s #1 Ranking in Customer Satisfaction
How Cisco™ Spark is used
at ZOOM International
CASE STUDY
BACKGROUND
www.zoomint.com
1© 2016 ZOOM International. All rights reserved.
QUOTE:

2. With significant growth, a global footprint, and a
mission for world-class customer satisfaction, ZOOM
also faces the challenge of supporting mission-criti-
cal applications. To expand on the nature of WFO
applications, Martin Skokan, Vice President of
Customer Service, pointed out,“Our customers
don’t just use ZOOM WFO software to record calls
and improve agent behavior for inbound support,
outbound sales, and back-office operations. ZOOM
supports critical processes for legal purposes such
as compliance, verbal contracts, private healthcare
information, and PCI-DSS security. Our software can
also manage the lifecycle of 10,000+ recording files
per day. If call recording breaks, business stops, and
voice engineers get a lot of attention from the CIO
and call center leadership team.”
“Our services team has a very strong, heart-felt
desire to help our customers,”Skokan continued,
“We make it a priority to communicate effectively
and take responsibility for problem resolution, even
if it is a problem with some 3rd party technology
outside of ZOOM, such as storage, network, teleph-
ony, or server OS. We regularly look for new ways to
help us put our customers’minds at ease and solve
their problems really fast. This is one reason we
deployed Cisco Spark—it addresses our ongoing
challenge—to provide the best WFO customer
service experience in the world. Of course, our
product supports other Cisco platforms as well.”
CASE STUDY
2© 2016 ZOOM International. All rights reserved.
PROBLEM SOLUTION
Chase Tarkenton, VP Sales for the Americas,
explained the approach“To achieve our goals, we
put a process in place to trigger the use of Cisco
Spark whether we are deploying the software,
upgrading to a new version, or responding to a low
customer satisfaction score.
Our sales teams and executives needed a technolo-
gy which would give them visibility into the details
of what is happening in real-time and assure the
customer we are on it, even when we are on the
road and logged in from our mobile phones.
As well, our engineering team wanted a way to
bring customers and partners into a virtual room to
exchange information securely and without email
clutter. We wanted an easy, unified way collaborate
on problems and communicate as progress is made,
even using Cisco Webex to control our client’s
desktops and servers remotely.”
He went on,“Here is an example use case for how
the technology now supports our process.
Our technical support engineers close a support
case in the Salesforce.com cloud, and we send an
email via Salesforce.com with a satisfaction survey.
We can also use an IVR-based survey through the
on-premise ZOOM Quality Management integration
with Cisco voice platforms or an SMS via Cisco
Tropo.
In any of these scenarios, the customer might give
us a bad NPS score. To us, this is not just an indicator
of customer satisfaction and long term loyalty. This
impacts revenue.
If we receive a bad score, a Zapier™ integration takes
the score and pushes it to a Spark room, notifying
technical support managers, engineers, sales teams,
and executives. If needed, we also open a room and
invite customers or partners directly, including
engineers or CIOs, and Spark builds an audit trail of
each step we take and keeps everyone in the loop."
“We regularly look for new ways to
help us put our customers’minds at
ease and solve their problems really
fast. This is one reason we deployed
Cisco Spark.“
– Martin Skokan,
VP - Customer Service,
ZOOM International

3. 3© 2016 ZOOM International. All rights reserved.
CASE STUDY
BUSINESS OUTCOMES
Shore highlighted the results,“Customer satisfaction
is one of my top two metrics. With triggers like a
poor NPS score, I know instantly through a Spark
room notification on my mobile phone.
What do I know from this alert? I know we let a
customer or partner down.
Not only does our support leadership team respond
in real-time, I do as well—not with lip service and
hand-waving but with authentic, one-to-one
responses and immediate action—real, honest
heart and soul.
Of course, our leadership team looks at NPS scores
every day in ZOOM Performance Analytics. And, I
see numbers for each region, type of service, and
survey over time. We even have a leaderboard to
reward our engineers.
But, this is the high level view.
To move this needle on a daily basis, Cisco Spark
provides immediate visibility and granularity on
what is happening. We bring everyone together in
one place, in real time, to solve the problem or stay
tuned in—this reduces the hunt for email updates,
improves responsiveness, speeds decisions, and
makes everyone more effective.
If you are one of our partners or customers—a voice
engineer with an issue—you see and experience
our culture and the efficiency of how we use Spark.
More importantly, you know there is a ZOOM team
there in the room with you...there to help you put
your issue to rest as fast as possible,”Shore
explained.
LOOKING AHEAD
Oldřich Januška, VP of Products at ZOOM, shared a
bit about the future of ZOOM products and Cisco
Spark,“With Spark’s new, native Apple iOS support
for voice and video calls as well as Siri-enabled
commands, we are just now seeing the future of
where things are headed. Our next release of ZOOM
will take Cisco Spark integration to a new level, just
like you’ve seen us support the latest Cisco technol-
ogies each year for the past decade. We are eager to
help our customers use ZOOM and Spark to deliver
the future of customer service excellence.”
TO CONTACT US FOR MORE, VISIT:
WWW.ZOOMINT.COM
“Cisco Spark provides immediate
visibility and granularity on what is
happening. We bring everyone
together in one place, in real time, to
solve the problem or stay tuned
in—this reduces the hunt for email
updates, improves responsiveness,
speeds decisions, and makes every-
one more effective.“
– Brian Shore,
President,
ZOOM International