© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Confidential 1

C B I

Laura Brown, Director

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 2 Cisco Confidential 2

C B I

Capturing the Voice of the Customer

…to drive business decision;

enabling the

best customer experience

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 3 Cisco Confidential 3

*Data Reference Cisco Enterprise Marketing

of the Flows Through Cisco Networks *

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 4 Cisco Confidential 4

doing business in

countries

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 5 Cisco Confidential 5

parts service

MBy

Mby

accessed

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 6 Cisco Confidential 6

transactional phone surveys

Experiential SurveyBy

service requestsBy

custom

surveys

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 7 Cisco Confidential 7

Cisco Earned

and

Technology Service and Support Certification

For the Last Consecutive Five Years

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Using Text Analytics to

Drive The Cisco

Customer Experience

Success Stories: Accuracy Matters & Beyond The Numbers

Business Case: Text Analytics

Goal: Enable The Business With Relevant Customer Insights

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

Goal: Improve Customer Experience by Enabling Business

Success Through Relevant Customer Insights

Shifting from slow and

siloed…..

Segmented customer comments

Fragmented customer experience

0

1

2

3

4

5

Customer Experience

….to quick and accessible

customer experience view.

Customer Experience

Actual voice of the customer

Holistic view of customer experience

0

1

2

3

4

5

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

Business Case: Why Text Analytics?

‘Ease of Doing Business’ is a business priority.

Understand the” why”

behind the impact

to total customer

experience

Relevancy

An automated, easy to use application to identify pain points;

transparency for stakeholder deep dives

and CBI credibility

Usability

More accurate

view of total

customer experience;

minimizing subjectivity

Technology

Speed Rapidly deploy

automated

solution to

analyze massive

amounts of data

Text analytics enables

immediate collection

and identification of

customer pain points

across all of Cisco to

improve the total

experience.

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Success Story: Accuracy Matters-Ease Of Doing Business

Challenge Overwhelming amount of segmented data

Preliminary analytics showed inconsistent drivers

Needed to influence corporate wide portfolios

Benefit Enabled decision makers

Delivered a prioritized list of investments base on holistic customer experience

Quickly and accurately identified top drivers

Greatly reduced “analysis paralysis” by removing subjective bias

Solution Cisco made Ease of Doing Business a top priority

Use text analytics application to process verbatims from multiple sources

Let the tool ‘do it’s thing’

Leverage insight to prioritize investment decisions

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

Business Case: Accuracy Matters - EoDB

Quickly and accurately identified top complaints and compliments

Reduced resources, manual efforts & costs

Easily segment information by customer role or business segment

Walker Survey Ease of Doing Business

Verbatim analytics changed the way

we look at information and provide insights

Executive

Ease

of

Do

ing

Bu

sin

ess

Satisfaction With Tech Support

LOW 1-3

LO

W 1

-3

HIG

H 4

-5

HIGH 4-5

Dashboard in development

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

Success Story: Beyond The Numbers -Transactional Survey

Challenge Reached a numerical ceiling

High scores didn’t tell us where to focus on improvement areas

Manual verbatim analytics only implemented in US/Canada; taking 20 hrs per month

Benefit 5X reduction in report creation and more time in analysis

Flash cut; rapid global deployment

Quickly identified top pain points to take action

Increased visibility for our Business Partners

Solution Use text analytics to move beyond the numbers and develop actionable insights

Automate manual efforts and expand globally

Text analytics as key capability to create value add for CBI

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

Business Case: Beyond The Numbers:

Transactional Survey

Trends Over Time

Top 10 Complaints

Easy Drill Down To Critical Information

"The new verbatim analysis tool

enables my team to better dig into

each technology and provides

insight of how our customers

perceive our support. This is a

game changer."

Steve Yager, Director TAC

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

Forward looking…

• Identify gaps and opportunities from the customer’s voice

• Prioritize investments

• Use verbatim as a real time measurement tool to course correct

• Support the business beyond Service Delivery

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 16 Cisco Confidential 16

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 17 Cisco Confidential 17

Laura Brown: labrown@cisco.com