Cisco Webex Experience Management

2. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“We take most of the money that we could have spent on
paid advertising and instead put it back into the customer
experience. Then we let the customers be our marketing.
Historically, our number-one growth driver has been from
repeat customers and word-of-mouth.”
- Tony Hsieh, CEO Zappos

3. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“We take most of the money that we could have spent on
paid advertising and instead put it back into the customer
experience. Then we let the customers be our marketing.
Historically, our number-one growth driver has been from
repeat customers and word-of-mouth.”
- Tony Hsieh, CEO Zappos
“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
- Steve Jobs, Former CEO, Apple

4. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“We take most of the money that we could have spent on
paid advertising and instead put it back into the customer
experience. Then we let the customers be our marketing.
Historically, our number-one growth driver has been from
repeat customers and word-of-mouth.”
- Tony Hsieh, CEO Zappos
What do you do when you don’t have a tangible product?
You emphasize customer service above all else, says Tricia Griffith,
CEO of Progressive Corp. in Mayfield Village, Ohio.
“Our product is promising that when you need us, when you’re in an
accident, we’re going to take care of you,”
“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
- Steve Jobs, Former CEO, Apple

5. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
“We take most of the money that we could have spent on
paid advertising and instead put it back into the customer
experience. Then we let the customers be our marketing.
Historically, our number-one growth driver has been from
repeat customers and word-of-mouth.”
- Tony Hsieh, CEO Zappos
What do you do when you don’t have a tangible product?
You emphasize customer service above all else, says Tricia Griffith,
CEO of Progressive Corp. in Mayfield Village, Ohio.
“Our product is promising that when you need us, when you’re in an
accident, we’re going to take care of you,”
“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
- Steve Jobs, Former CEO, Apple
"Our customers see Ford as one company and they don't distinguish
between the company, our call center and the dealers," Elena Ford
said. "Our goal is to be the most trusted company and we must
deliver the most trusted experience for our customers. For our loyal
customers, this could mean a faster oil change, a more intuitive app
or an easier way to schedule servicing."
- Elena Ford, CCO, Ford

6. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Telstra: Episodic NPS Linked to Executive Compensation
Financial
Total
Income
Pillar 1
(12.5%)
EBITDA
Pillar 4
(12.5%)
FCF
Pillar 4
(12.5%)
Net OPEX
Reduction
Pillar 4
(12.5%)
Strategic, Customer & Transformation
EPISODIC
NPS
Pillar 1
(12.5%)
Portfolio
Simplification
Pillar 1
(12.5%)
Digital
Delivery
Pillar 1
(12.5%)
People &
Engagemen
t
Pillar 3
(12.5%)
Measure Metrics FY1
8
Base
Gate Target Max Rationale Alignment
Episode
NPS
Improveme
nt in
Episode
NPS
+19 +21 +24 +27 Internationally recognised measure of customer advocacy and
leading indicator of overall customer experience. Provides
greater insights / opportunities for improvement as it is based
on customer interactions. The improvement from baseline for
target payout set at +5 ensures significant stretch (greater
than equivalent required improvement in prior year (+3) and
builds off maximum achievement in FY18). The results will be
independently audited.
Pillar 1
EVP financial targets are set based on our Business Plan with consideration given to market guidance at the time of target setting

7. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Key Market Trends
“50% of IT professionals
believe artificial intelligence
and machine learning are
playing a role in cloud
computing adoption,
growing to 67% by 2020.”
“By 2020 customers are
going to make their
buying decisions based
on customer experience
— not product, not price.”

8. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
In 2019 238.6
billion dollars will
be spent on
advertising.
Source: www.emarketer.com/content/us-digital-ad-spending-2019

9. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Customers Expect what
we market to them
Expectations
Look
Experience
Feel
Taste

10. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Expectations
Look
Experience
Feel
Taste
All businesses have
certain outcomes that
they want to achieve.
Outcome
NPS
Churn
Revenue
Share of Wallet

11. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Business Outcomes
Increase NPS Increase
Repurchase
Rate
Prevent churn
More Referrals
Improve
Revenue Per
Customer
Drive Loyalty

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15. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Then ,Now and Tomorrow
Then Now Tomorrow
Channel 1 Multi Channel Omni Channel Journey
Report Correlation Causation Predictive
Analytics 1 Per Quarter Close to Real-Time Ahead of time
Outcome Insight Action Preemption

16. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Signs up for LG
Loyalty program to
get 5% off and 1 yr
extended warranty
Current Situation: Customer Service –
Company View
PROBLEM SELF SERVES CALLS SUPPORT NO RESOLUTION DEFECTION
Out of town for 3 weeks
Finds Puddle on floor
Damage to floor
Finds refrigerator problem
Determines Freezer issue
Ice maker is issue
Shuts off water
Finds potential parts
Uses Social Media
Goes to Samsung support page
Goes to
Samsung for
parts – VERY
EXPENSIVE
Calls support
to confirm
parts
Lands in IVR
On Hold for 10
minutes
Frustrated
Connects with
agent – asks for
information
Agent cannot
confirm parts fit
Agent does not
know Mike’s
history
Finds LG
Purchases
New LG
Refrigerator
No Resolution
Frustrated –
Samsung sends
survey and Mike
does not respond
Mike immediately
searches ”Best
Refrigerator 2018”
Contact Center
Not Aware
Not
Aware

17. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Signs up for LG
Loyalty program to
get 5% off and 1 yr
extended warranty
Current Situation: Customer Service –
Company View
PROBLEM SELF SERVES CALLS SUPPORT NO RESOLUTION DEFECTION
Out of town for 3 weeks
Finds Puddle on floor
Damage to floor
Finds refrigerator problem
Determines Freezer issue
Ice maker is issue
Shuts off water
Finds potential parts
Uses Social Media
Goes to Samsung support page
Goes to
Samsung for
parts – VERY
EXPENSIVE
Calls support
to confirm
parts
Lands in IVR
On Hold for 10
minutes
Frustrated
Connects with
agent – asks for
information
Agent cannot
confirm parts fit
Agent does not
know Mike’s
history
Finds LG
Purchases
New LG
Refrigerator
No Resolution
Frustrated –
Samsung sends
survey and Mike
does not respond
Mike immediately
searches ”Best
Refrigerator 2018”
Contact Center
Opportunity
Opportunity

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