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Connecting the Customer Experience Through Social #CiscoListens

January 28, 2013 at 6:50 am PST

Integrating Social Media Channels into Existing CRM Systems and Processes

The year is 2024, and you just walked into a department store to return a pair of jeans. As you enter the store, the near field communication (NFC) chip in your smartphone tells the store who you are because you have enabled the privacy settings to do so. The store knows you’re an active fan on Facebook. You’re even classified as one of their ambassadors. You’ve been identified as a frustrated customer after posting a comment on the company’s Wall about your brand new jeans being defective. One of the sales representatives receives an alert message that you’ve arrived, and she’s waiting for you in the jean section, holding a new pair of the same jeans, in your size, ready to make an exchange. The NFC chip in your phone has already confirmed your identity, reducing the need to show a receipt, credit card, or drivers license. You’re out the door with a new pair of jeans faster than you’re able to post a raving review on their Facebook wall, reclassifying you as an advocate in their CRM system.

“They replaced my busted jeans without even asking a question!”

OK, the year is not 2024, Cisco doesn’t sell jeans, and I’ve only been able to use NFC once in the year I’ve had it on my smartphone. But haven’t you wished that the company you just called already knew the past phone, email, even Facebook conversations you’ve had with them so that you didn’t need to explain yourself to them again and again? Isn’t your time valuable, shouldn’t all of their systems talk to each other to create a better, not worse experience for you? Read More »

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A Social Opportunity is Knocking #CiscoListens

December 19, 2012 at 6:00 am PST

A social opportunity was knocking but it was hard to hear, buried under thick layers of social noise and harder to reach by the right people with the right message. Cisco knew customers wanted to engage and were using social media tools to ask questions and share about products and services. But  knowing what people were saying about Cisco and their purpose for saying it, required a strategy that met both needs.

Cisco assembled a team that would listen for and support  a customer from their first social media post through the entire engagement. Members of Social Listening, Global Contact Center and Virtual Sales teams all met to discuss what it meant to develop and nurture a social channel.

The team’s initial instincts were right. Customers do use social media to research products and just as critically they use it to purchase.  Research from the IBM Institute for Business Value analysis – CRM Study 2011 illustrates the potential and possibility of meeting customer expectations.

Perception Gap Read More »

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Are You Ready to Become a Social Enterprise?

That was the theme of the Salesforce Cloudverse event last week in San Francisco. There were over 20,000 in attendance and Salesforce did an amazing job integrating customers throughout their event including Cisco. I was asked to participate in a pre-keynote interview on stage with Peter Coffee where he asked some questions around our use of Radian6.

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