Post on 23-Jan-2017
transcript
Building a Foundation for Digital Engagement
Today’s Host: Nichole Lemieux
Partner Experience ArchitectGlobal Virtual Sales & Customer Success Cisco Systems, Inc.
2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Customer Success Methodology
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
Building a Foundation for Digital Engagement
Guest Presenter: Steve Cox
Senior Director, Digital Experience & AnalyticsGlobal Virtual Sales & Customer SuccessCisco Systems, Inc.
- Gartner
By 2020, more than 80% of the buying process will occur without any direct human-to-human interaction.
6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Transforming customer engagement.
Physical interaction Digital interaction
- B4B
The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the product.
$
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© 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© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Creating your digital experience.
Data & Analytics
Process Alignment
Automation Platforms
✓✓✓
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
UsagePatterns
Customer SupportValue Drivers Outcome
Delivery
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© 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 CampaignCustomer Lifecycle
Opportunity Visibility
SFDC
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© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Define your engagement model.
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© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Create customized content.
18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Select delivery channels.
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© 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
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
Building your digital foundation for success.
Marketing Platforms
Sales PlatformsCustomer Success Platforms
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© 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© 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© 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
Providing a personalized experience.
Annuities 6
Annuities 7
Annuities 10Annuities 8
Annuities 9
GCS Sub-Offer TypeAnnuities 18
Annuities 19
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© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Delivering customer success in a digital world.
Land Adopt Expand Renew
@CiscoImpact
Let us know what you think!
customersuccesstalk@external.cisco.com
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 HealthJanuary 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
Thank you.
#successtalk