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Small Business – Make it Big with Positive Customer Experience

Last week, I had an opportunity to attend an event for small and medium-sized businesses. It was an amazing experience. The business leaders there shared a passion for their solutions and a desire to take their companies to the next level and “make it big”. In a technology-enabled world, the features and functionalities of a product or service typically do not provide a sustainable competitive advantage. It’s certainly possible to grow a company if planned well. So why do only a few small businesses succeed in “making it big”?  What differentiates companies and how do certain small companies become large enterprises?

The answer lies in understanding the end-customer behavior of such businesses. Typically, small companies expand based on their initial customers, who become their “brand ambassadors”. This is especially true with social media. Typical buying behavior no longer depends only on a supplier’s marketing activity. It’s largely driven by word-of-mouth from happy or unhappy customers.

Total Customer Experience                                                                  

Customers engage your business at multiple touchpoints – far more than ever before. And in the end, the total customer experiences across those touchpoints makes them happy or unhappy (Figure 1).

Figure 1 – Connecting the customer journey

Figure 1 – Connecting the customer journey

The “Total Customer Experience” for a particular customer becomes the key differentiator. If your business exceeds the expectations at each stage of the customer journey you have a greater ability to convert shoppers to promoters of your company’s products and services.

The next question: How do you create a sustainable, process-centric approach to consistently manage the total customer experience and convert customers into “promoters”?

Today, people can engage with your business across multiple channels – anytime and anywhere. The typical engagement happens across different touchpoints. And each interaction is a “moment of truth” for the customer. Enabling customers to reach you through any channel is key. But it’s more important to ensure you provide a positive, contextual customer experience every time.

Positive experience is a subjective term. Essentially, if you make it easy to interact with your company, consumers will count it as a positive experience. This is noted in the book, “The Effortless Experience: Conquering the New Battleground for Customer Loyalty.” So it’s important to make it easy for customers to interact through any channel they choose.  Creating positive experiences is a question of business strategy as much as it is of technology.

An All-in-One Solution

As a small business, you needs an all-in-one, simple solution to manage customer interactions. And as Zack Taylor points out in his recent blog, customers find it very frustrating to repeatedly explain to your company why they are contacting you.  So, it is equally important to provide your employees who interact with customers the ability to understand and anticipate each customer’s reason for reaching out to your company.

Unified Contact Center Express (Unified CCX), Cisco’s solution for small and medium-sized businesses helps meet these requirements very effectively. This all-in-one solution provides

customers with the ability to reach your business through different channels, while making it easy by collecting and sharing context with business representative at each stage of their journey. Unified CCX is simple, yet comprehensive to integrate multiple channels into a single integrated omnichannel solution. A new cloud-based feature, context service for Cisco Unified Contact Center products, helps the customer care representatives understand past interactions with your customers and easily identify the reason for the current interaction – without asking again!


In this Internet-driven world, it is customers who will help small businesses grow. And they will do so based on the interactions they have with your business. Cisco Unified CCX provides the necessary tools to connect and engage with customers, ensuring a “Total Customer Experience” that enables your business to make it big!

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  1. Thank you for your effort!

  2. Well said Nayan. Thanks for bringing CCX to the stature where it is today!!!

  3. Hi Nayan,

    Nice article.

    I wanted to check if along with customer interaction history from Context Service, are we going to have any unique stock CUIC report/s to identify customer journey through various channels. Using this report we can see end to end transition of customer, instead of taking reports from individual channels (Email, Webchat, Voice, Social, etc).

  4. Very Nice Article !
    CCX Rocks !

  5. As a business owner using an RV 320, I am very disappointed to the fact that I wasted 5 hours today trying to get any level of support to fix an issue with the download links to the firmware updates. All latest firmware files as of this moment are 0KB binary files. Can you please get someone from support to fix the links. Thanks!