Though I work on the Digital Expertise workforce at Cisco, one core piece of our orchestration capabilities features a human escalation path inside our digital journeys referred to as “Advisable Actions.”
We will’t ignore that the total breadth of a buyer’s expertise at Cisco isn’t just digital – it’s a human-to-digital hybrid expertise. By empowering our brokers and companions with the context they should assist our prospects achieve success of their adoption or renewal journeys, we’re bettering that have for everybody.
However we’re a digital first workforce. That’s why our Advisable Motion technique begins with the client—offering them with automated, digital self-serve experiences corresponding to:
- e mail adoption journeys and renewal notifications
- customized Cisco.com and Cisco Communities messaging and guided sources
- bots
- assist request varieties routed to the suitable accomplice or Cisco consultant ought to they need assistance alongside the best way.
And even when the client doesn’t explicitly attain out, we are able to cross alongside useful information to our account groups or companions to allow them to know if a buyer seems stalled, is utilizing outdated software program, hasn’t logged right into a product shortly or linked telemetry, is prone to not renewing, and extra.
Advisable Motion – Our Definition
For Cisco, once we discuss a Advisable Motion (RA), we’re speaking a couple of proactive technique to information a consumer – whether or not that may be a buyer, buyer success consultant, or a accomplice – to finish the precise exercise on the proper time to drive profitable adoption or renewal of a particular product.
For instance, we are able to set off an RA to a Cisco buyer consultant in SalesForce and a accomplice in our Lifecycle Benefit platform when a buyer is combating an adoption barrier for greater than an outlined variety of days in our onboarding journeys. We will additionally alert our help representatives if we would not have a contact at an organization who has bought a product or if a contact’s e mail has just lately bounced and permit them to offer us with up to date data.
These are just some examples of when and why we might wish to create a human escalation path from a digital journey.
Via a mix of our Advisable Motion structure (extra on that under) together with our internet personalization framework, we are able to additionally alert that very same buyer with a notification on Cisco.com or our Assist Neighborhood. These alerts present the client direct entry to particular assist they should overcome their adoption barrier. Think about this a digital help to the self-guided expertise.
When We Set off Advisable Actions (Examples)
- Buyer stalled in stage – buyer stalled in adoption lifecycle stage past a sure variety of days. When sending to a buyer straight, we’ll counsel they go to a Guided Assets web page on our Assist Neighborhood to assist them overcome adoption obstacles. This web page consolidates the most effective sources for every stage of the client’s implementation workflow. For our companions or buyer success representatives we’ll counsel they attain out to a buyer to see how they will help and supply a play card to assist the rep information the client in the direction of success.
- Not enrolled in digital adoption journey – This notification is triggered to our companions who’re supporting buyer adoption. It notifies a accomplice {that a} buyer isn’t receiving our digital adoption journey (lacking contact, account or use case is excluded by the accomplice, telemetry isn’t enabled, and so forth.). Then, the accomplice can select so as to add a buyer contact to enroll them on the digital journey. This beneficial motion alone was chargeable for a 114% quarter over quarter improve within the variety of accomplice supplied contacts for our digital adoption journeys!
- Assist Request kind submitted – a buyer has submitted a request for assist, which is routed by way of our system to a Cisco help workforce to triage and interact the client.
- Renewal threat – by way of a knowledge science mannequin, we’ve recognized the client as prone to not renewing. This context helps Cisco and accomplice groups alike higher deal with conversations with prospects round renewals, upsells, and overcoming adoption obstacles.
- Webinar follow-up – a buyer attended a webinar associated to a product improve, so observe up from a Cisco consultant or accomplice is beneficial.
- Join telemetry – letting the client know they’ve but to attach telemetry, what the advantages are from doing so, and the best way to do it.
How We Set off Advisable Actions – the RA Structure
Processing
GCP serves our as our processing layer. We’ve cut up out the processing and logs into branches particular to the top consumer teams so that every group can have their very own workflow, logs, and filters. So now if one group must pause or modify their RA circulate or filters, it received’t disrupt any of the opposite RA recipients.
API Integration for Omnichannel RAs
Via MuleSoft, we’ve streamlined and simplified API connectivity and integrations, making it simpler for us to hook up with extra finish channels and enabling multichannel RAs. The aim right here is to allow program scale as we received’t be restricted to what channels we are able to present the RAs on or who we are able to ship RAs to. The place we beforehand solely delivered RAs to channels like our SFDC purposes and Lifecycle Benefit, we’re now delivering RAs by way of Cisco.com, Cisco Communities, Webex groups, SFMC (our e mail automation platform), and are at present increasing into in-product help instruments like WalkMe.
CMS for Scaling Content material Updates
We’re at present working by way of a POC to include our content material administration system (CMS) into the RA structure, which is able to allow our enterprise groups to not solely make their very own content material edits with out counting on builders, but additionally to push these content material updates to all downstream channels concurrently.
Collaborative Account Administration
One other last piece of the longer term state RA structure I’ll spotlight is the suggestions loop mechanism. The mechanism is definitely fairly easy to take information from an finish channel and put it into our RA logs in Snowflake for redistribution to different finish channels—making certain all groups are working off the identical data and enabling collaborative account administration.
What’s Subsequent?
Advisable Actions are simply one in every of our orchestration workforce’s bigger initiatives for taking our buyer and accomplice expertise at Cisco to the following stage. Keep tuned for the following few chapters of our collection the place we’ll share insights on:
Thanks for studying and be at liberty to achieve out with questions or comparable challenges your workforce has confronted. I’m all the time in search of our subsequent orchestration use case.
Share: