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Trust, Relationships and Reputation: How Cisco Differs from the Competition

As Cisco re-focused, reorganized and became stronger and leaner in the past two quarters, maintaining trust with our customers and partners was always front of mind for me.

For more than 25 years, Cisco has systematically and passionately invested in customer relationships and developed a reputation for doing whatever it takes to deliver on our commitments. We operate as our customers want us to: as business partners, not just as a vendor. We’re in it to win together and drive shared business success.

That philosophy is a big reason why Cisco consistently ranks No. 1 among technology vendors for overall performance and quality of products and services in studies of customer satisfaction.

It’s also a big reason why our customers have stood by us as we faced challenges in the past year. I have been consistently impressed -- and humbled -- by how many customers have told me they want Cisco to succeed; to continue to innovate and to be an even stronger business partner than before.

Recognizing the power of those trusted relationships also made us more resolute in the face of competitors who consistently broke their promises as if that were the norm in business today. I’ll say more about that in a moment.

Management guru Tom Peters once offered a simple formula for building trusted relationships in business: “Under promise and over deliver.”  Sounds simple, but has a wiser piece of business advice ever been given?

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