Customer Collaboration – the Bigger Picture
Nearly a year ago some of you began hearing about exciting developments in customer care at Cisco, as we began sharing our vision for Customer Collaboration, which empowers businesses to take a more personal, proactive approach to customer care. Since then we have delivered on the promise of Customer Collaboration, launching three ground-breaking new products last November–Cisco SocialMiner, Cisco MediaSense, and Cisco Finesse.
But in all the justifiable excitement over the new products, we must not forget that Customer Collaboration encompasses a bigger picture that includes core customer care products such as Cisco Unified Contact Center Enterprise and Express (CCE/CCX), and Cisco Unified Customer Voice Portal (CVP). So although the new products deliver business value in their own right, they’re most effective when deployed as part of broader, comprehensive customer care solutions.
For example, a company might deploy CVP to provide centrally managed, speech-enabled self-service for branch office locations, at lower cost than with less advanced systems. By adding Cisco MediaSense and associated analytics, caller voice stress can be monitored in real time to escalate the call to live help if needed.
Or consider a scenario where Cisco SocialMiner alerts a contact center agent or supervisor about a customer issue on the social web that previously surfaced via a Unified CCE chat session, allowing them to “connect the dots” and uncover a broader issue. Unifying capabilities such as Cisco Finesse and Cisco Unified Intelligence Center make it easier for businesses to make these important connections.
The key–and the opportunity–is for businesses to employ customer care products and features that make the most sense for them, combining them seamlessly with other collaboration components such as Telepresence or WebEx conferencing as needed to help their customers. In practice, this is achievable only when the products and features are built on a common architecture that includes the network as the foundation. This makes it easier for customers to select the specific products that meet their business needs–today or tomorrow–knowing that the components they choose will work together.
Customer Collaboration delivers on the promise to provide better, more proactive customer care, but remember that its real strength comes from a rich portfolio of new and existing customer care and collaboration products that are part of a common architecture and maximize the power of the network.