© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Confidential 1 C B I Laura Brown, Director
Dec 06, 2014
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Confidential 1
C B I
Laura Brown, Director
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C B I
Capturing the Voice of the Customer
…to drive business decision;
enabling the
best customer experience
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*Data Reference Cisco Enterprise Marketing
of the Flows Through Cisco Networks *
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doing business in
countries
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parts service
MBy
Mby
accessed
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transactional phone surveys
Experiential SurveyBy
service requestsBy
custom
surveys
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Cisco Earned
and
Technology Service and Support Certification
For the Last Consecutive Five Years
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Using Text Analytics to
Drive The Cisco
Customer Experience
Success Stories: Accuracy Matters & Beyond The Numbers
Business Case: Text Analytics
Goal: Enable The Business With Relevant Customer Insights
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Goal: Improve Customer Experience by Enabling Business
Success Through Relevant Customer Insights
Shifting from slow and
siloed…..
Segmented customer comments
Fragmented customer experience
0
1
2
3
4
5
Customer Experience
….to quick and accessible
customer experience view.
Customer Experience
Actual voice of the customer
Holistic view of customer experience
0
1
2
3
4
5
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Business Case: Why Text Analytics?
‘Ease of Doing Business’ is a business priority.
Understand the” why”
behind the impact
to total customer
experience
Relevancy
An automated, easy to use application to identify pain points;
transparency for stakeholder deep dives
and CBI credibility
Usability
More accurate
view of total
customer experience;
minimizing subjectivity
Technology
Speed Rapidly deploy
automated
solution to
analyze massive
amounts of data
Text analytics enables
immediate collection
and identification of
customer pain points
across all of Cisco to
improve the total
experience.
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Success Story: Accuracy Matters-Ease Of Doing Business
Challenge Overwhelming amount of segmented data
Preliminary analytics showed inconsistent drivers
Needed to influence corporate wide portfolios
Benefit Enabled decision makers
Delivered a prioritized list of investments base on holistic customer experience
Quickly and accurately identified top drivers
Greatly reduced “analysis paralysis” by removing subjective bias
Solution Cisco made Ease of Doing Business a top priority
Use text analytics application to process verbatims from multiple sources
Let the tool ‘do it’s thing’
Leverage insight to prioritize investment decisions
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Business Case: Accuracy Matters - EoDB
Quickly and accurately identified top complaints and compliments
Reduced resources, manual efforts & costs
Easily segment information by customer role or business segment
Walker Survey Ease of Doing Business
Verbatim analytics changed the way
we look at information and provide insights
Executive
Ease
of
Do
ing
Bu
sin
ess
Satisfaction With Tech Support
LOW 1-3
LO
W 1
-3
HIG
H 4
-5
HIGH 4-5
Dashboard in development
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Success Story: Beyond The Numbers -Transactional Survey
Challenge Reached a numerical ceiling
High scores didn’t tell us where to focus on improvement areas
Manual verbatim analytics only implemented in US/Canada; taking 20 hrs per month
Benefit 5X reduction in report creation and more time in analysis
Flash cut; rapid global deployment
Quickly identified top pain points to take action
Increased visibility for our Business Partners
Solution Use text analytics to move beyond the numbers and develop actionable insights
Automate manual efforts and expand globally
Text analytics as key capability to create value add for CBI
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Business Case: Beyond The Numbers:
Transactional Survey
Trends Over Time
Top 10 Complaints
Easy Drill Down To Critical Information
"The new verbatim analysis tool
enables my team to better dig into
each technology and provides
insight of how our customers
perceive our support. This is a
game changer."
Steve Yager, Director TAC
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Forward looking…
• Identify gaps and opportunities from the customer’s voice
• Prioritize investments
• Use verbatim as a real time measurement tool to course correct
• Support the business beyond Service Delivery
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Laura Brown: [email protected]