Join us as we dive deeper into Cisco and Cisco Partner technology deployed at the Cisco Store! We asked Jeremy Martin (Sales Leader, Americas, Webex CPaaS Solutions) to discuss Webex Connect and how it is used in the Cisco Store and the larger retail industry.
Jeremy leads sales in North and South America for the Webex cloud communications platform (CPaaS) solution. He has more than two decades of experience helping clients and partners create and grow innovative omni-channel digital engagement between brands and consumers. With several leadership roles over the years, Jeremy has deep mobile industry expertise that’s been leveraged across many vertical markets including retail, healthcare, pharmacy, telecom, hospitality, utilities and transportation.
How does Webex Connect improve a shopper’s in-store and/or virtual shopping experience? What problem is it solving?
Webex Connect is an enterprise-grade Communication Platform as a Service (CPaaS) for orchestrating and automating end-to-end customer journeys in a single, cloud-based solution.
Our CPaaS solution revolutionizes customer experiences by streamlining processes such as order status notifications, refunds, and returns inquiries. Customers are empowered to self-serve, effortlessly modifying orders or updating delivery information through the seamless integration of AI-driven chatbots.
With Apple and Google owning the lion’s share of mobile operating systems (including the default messaging apps as well as maps applications that power local search), consumers are increasingly seeking and initiating conversations with brands through non-traditional channels (Apple Messages for Business, Google Business Messages). Webex Connect provides rich, integrated customer engagement, helping to drive navigation to stores, answer questions on hours and inventory, and reach retail associates to answer more complicated questions.
Plus, Webex Connect integrates into existing backend systems, allowing retailers to harness valuable customer data for creating personalized shopping experiences across various channels.
Retailers these days are competing on customer experience (CX), so the ability to deliver distinctive experiences is essential. And with the automation Webex Connect enables, employees’ time is freed up to focus on more important tasks.
What would you like people to know about Webex Connect when they see it in action at the Cisco Store Tech Lab?
Webex Connect plays a pivotal role in enhancing operational efficiency for the Cisco Store. Leveraging this platform, the team has successfully programmed contextual prompts and implemented a responsive chatbot to address simple customer queries round-the-clock. As an enterprise-grade CPaaS solution, Webex Connect is accessible to everyone: developers and businesses alike can create end-to-end customer journeys within the platform. Its user-friendly features, such as low-code tools and drag-and-drop flow builders, foster a collaborative environment across the entire business.
How do you envision Webex Connect being used in retail environments in the future?
We anticipate businesses leveraging CPaaS not only to adopt the latest communication channels, but also to craft synchronized customer journeys at every touchpoint. Think: experiences where every interaction works together to build a cohesive, multi-channel journey.
AI is also here to stay. As organizations invest in data, machine learning, and AI capabilities, they gain the tools to understand customers at a granular level; Webex Connect provides out-of-the-box AI capabilities as well as seamless integration with retailers’ existing AI platforms and investments. And with CPaaS, AI stands to make automated, self-serve interactions better, faster, and more cost-effective.
What do you think will be a priority for shoppers in the next 5 years?
Convenience is expected to remain a top priority for customers in the future. A seamless fusion of online and offline shopping experiences, like buy online and pick up in-store (BOPIS), is also likely to be a focal point. Customers will begin to expect proactive outreach rather than initiating reactive support – they want brands to anticipate their needs before they even know of them themselves.
Likewise, what do you think will be a priority for retailers in the next 5 years?
Currently, 75% of connected customers prefer to interact with retail brands using digital messaging channels – and that’s only expected to increase. So, to be consistent with consumer preferences, brands will continue to prioritize digital-first, personalized communications, which will become more integrated and more sophisticated by improving how customer data and touchpoints are leveraged. We anticipate they’ll also have a major focus on automation to boost efficiency and reduce costs.