1. Cisco Lifecycle Advantage
Digitizing and Automating the Customer Experience
John Stone
Cisco Digital Experience Manager
@johnst1

2. “The economic value of a customer is realized over time, instead of upfront at the initial sale. Being successful increasingly requires that companies actively manage their customers during their engagement relationship.”
Forrester

3. “The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the product.”
B4B

4. Value Realization is a Journey

5. Companies will stumble because they lack digital business skills.
The Digital Imperative
Buyers are 57% through the purchase process before they contact a sales rep.
-CEB
Both Gartner and Forrester predict that by 2020, more than 80% of the buying process will occur without any direct human-to-human interaction.
66%
companies who say they won’t succeed without a strong digital marketing approach.
15%
of all marketing budgets allocated to digital
48%
marketers who feel proficient in digital marketing
- Digital Marketing, Ira Kaufman & Chris Horton
Companies will stumble because they lack digital business skills.
“Forty percent of companies in this room will not be around in a meaningful way in 10 years.”
- John Chambers, Fortune Global Forum, 2015

6. Personalized Experiences
The New Marketing Normal
Analytics
Automation
Personalized Experiences

7. 89% of companies believe that customer experience is their primary basis for competition, versus 36% four years ago.”
Gartner

8. Managing the Post-Sale Customer Experience
AWARE
SHOP
BUY
RECEIVE
INSTALL
USE
RENEW
REFRESH
LAND
ADOPT
EXPAND
CUSTOMER LIFECYCLE

9. Managing the Post-Sale Customer Experience
BUY
LAND
RECEIVE
ADOPT
INSTALL
EXPAND
USE
RENEW
RENEW
REFRESH

10. The Cisco Customer Experience
Refresh
Adopt
Renew
Welcome
Expand
2nd Chance Attach

11. Your Value Proposition
The Partner Role
“In the B2B channel, suppliers and partners must combine their efforts to support the post-sale customer lifecycle.”
- SiriusDecisions
Your Logo
Your Phone Number
Leads Routed to You
“We are absolutely committed to you (our partners), and that will not change. Everything we do, we do with you in mind.”
Chuck Robbins, Cisco CEO
Contract Details
Your Value Proposition

12. Does it Work? 10
Reach
Open Rate
Click Rate

13. Rebecca McDonald, Director of Support Services, Red River
Cisco Lifecycle Advantage
Cisco Lifecycle Advantage wins Frost & Sullivan 2016 Manufacturing Leadership Award for Customer Value Leadership
Cisco Lifecycle Advantage wins ITSMA Gold Award for Marketing Excellence in Ensuring Customer Success
“Lifecycle Advantage has helped us accelerate our growth at Red River. The ROI was pretty clear. I’m excited about the Lifecycle Advantage program and the future we have together.”
Rebecca McDonald, Director of Support Services, Red River
Cisco GCS Data-Driven Automation wins ITSMA Diamond Award for Marketing Excellence

14. Here are 3 steps to get you on the right track
Next Steps
Oh no, it looks like some of your customers are churning and you’re not maximizing renewal rebates
Here are 3 steps to get you on the right track 1
Sign up for Cisco Lifecycle Advantage 2
Designate a Program Administrator
Build Long-Lasting Relationships and Customer Success – Automatically. 3

16. ATTACH
SNTC & SWSS
Customer purchased network-critical Cisco equipment (within last days) but neglected to attach service coverage, leaving their network open to potential risk.
Message recommends Cisco Service coverage to protect their investment and provide peace of mind.

17. WELCOME
SNTC
Customer purchased a new Cisco service contract within the past 30 days.
Transactional message thanks customer for their purchase, and links to resources.

18. Customer registers as a user of the Smart Net Total Care Portal.
ADOPT
SNTC Smart Tips Bulletin
Customer registers as a user of the Smart Net Total Care Portal.
Monthly series of eight messages provides tips on how to get the most out of Smart Net Total Care based on desired customer outcomes.

19. ADOPT
SNTC Report Finder
Registered user of the Smart Net Total Care Portal has not run a report in at least 60 days.
Message provides tips on how to get the most out of Smart Net Total Care based on desired customer outcomes.

20. RENEW
SNTC, SWSS, SSPT
Customer has a Cisco service contract that is approaching expiration within next 120 days, or has recently expired within past 30 days.
Message reminds customer to renew their contract to avoid gaps in coverage.

21. REFRESH
Switching & Routing
Customer has a switch or router on their network that is currently covered by a Cisco Service contract, but is approaching Last Day of Support (LDoS) within the next 12 months.
Message recommends that the customer refresh old equipment and migrate to a Digital Ready Network with new service coverage to minimize network risk.

22. Partner Experience

23. PARTNER EXPERIENCE Hadoop 1 2 3 6 5 4 Onboarding Content Creation 2
Content Creation 3
Analytics
Install Base Data
Telemetry Data
Predictive Data
CRM Data
Hadoop 6
Results & Lead Reporting 5 4
Automation
Opportunity Management

24. ONBOARDING – HOME PAGE Get Started Learn More Click here to sign up
What is Lifecycle Advantage, how does it work, what are the benefits

25. ONBOARDING – SELECT JOURNEYS
Select Journey Steps
2nd Chance Attach
Welcome
Adopt
Expand
Renew (with or without AutoQuote)
Refresh

26. ONBOARDING – ENTER INFORMATION
Enter Company Information
Upload Logo & Company Value Statement
To be used for Partner Co-Branded Templates
Enter Phone Number for Inbound
Option 1: Cisco Inside Sales Lead Desk
Option 2: Partner Phone Number
Designate Admin
For Data Review & Leads

27. CAMPAIGN MANAGEMENT – LOGIN
Secure Login
Unique Partner Login to Cisco Impact Campaign Management Site

28. CAMPAIGN MANAGEMENT – HOME PAGE
Quick Links
Click Here to Review Campaign and Settings

29. REVIEW SETTINGS Review Company Information
Review Logo & Company Value Statement
Edit Journey-Specific Value Statements
Review Admin
Review From and Reply-To Addresses
Set Journey-Specific Thresholds
Review Phone #

30. MANAGE CAMPAIGNS
Select Campaign to Manage

31. Merged Data View

32. Send Date & Review by Date
MERGED OPPORTUNITY VIEW
Review Complete
Send Date & Review by Date

33. Add Offer-Level Customer Contacts
MERGED OPPORTUNITY VIEW
Add Company-Level Customer Contact
Company
Mark X to Exclude Entire Company
Mark X to Exclude Offer-Level Opportunity
Journey Step
Attach
Renew
Adopt
Refresh
Add Offer-Level Customer Contacts

34. MERGED OPPORTUNITY VIEW
Cisco Customer Contact (Default)
Expiration Date
Offer Type
Total Company Service & Product Opportunity $ Value
Scroll right
Message & Details
Contract #
Offer-Level Service & Product Opportunity $ Value

35. EXPORT & IMPORT
Export Spreadsheet
Import Spreadsheet

36. Drill Down View

37. MAIN OPPORTUNITY VIEW Review Complete Send Date & Review by Date
Included Opportunities
Excluded Opportunities
Based on Threshold or Previously Excluded

38. INCLUDED OPPORTUNITIES
Customer Company
View All Opportunities by Customer
Exclude all Opportunities for Customer
Total Opportunity $ Value
Add Company-Level Customer Contact
Cisco Customer Contact (Default)

39. Add Offer-Level Customer Contacts
EXPANDED CUSTOMER VIEW
View All Opportunities by Customer
Add Offer-Level Customer Contacts
Journey Step
Attach
Renew
Adopt
Refresh
Offer Type
Message
Mark X to Exclude Specific Opportunity

40. EXPORT & IMPORT
Export Spreadsheet
Import Spreadsheet

41. CAMPAIGN APPROVAL