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Cisco Lifecycle Advantage
Digitizing and Automating the Customer Experience John Stone Cisco Digital Experience Manager @johnst1
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“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
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“The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the product.” B4B
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Value Realization is a Journey
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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
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Personalized Experiences
The New Marketing Normal Analytics Automation Personalized Experiences
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89% of companies believe that customer experience is their primary basis for competition, versus 36% four years ago.” Gartner
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Managing the Post-Sale Customer Experience
AWARE SHOP BUY RECEIVE INSTALL USE RENEW REFRESH LAND ADOPT EXPAND CUSTOMER LIFECYCLE
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Managing the Post-Sale Customer Experience
BUY LAND RECEIVE ADOPT INSTALL EXPAND USE RENEW RENEW REFRESH
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The Cisco Customer Experience
Refresh Adopt Renew Welcome Expand 2nd Chance Attach
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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
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Does it Work? 10 Reach Open Rate Click Rate
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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Partner Experience
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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
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ONBOARDING – HOME PAGE Get Started Learn More Click here to sign up
What is Lifecycle Advantage, how does it work, what are the benefits
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ONBOARDING – SELECT JOURNEYS
Select Journey Steps 2nd Chance Attach Welcome Adopt Expand Renew (with or without AutoQuote) Refresh
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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
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CAMPAIGN MANAGEMENT – LOGIN
Secure Login Unique Partner Login to Cisco Impact Campaign Management Site
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CAMPAIGN MANAGEMENT – HOME PAGE
Quick Links Click Here to Review Campaign and Settings
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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 #
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MANAGE CAMPAIGNS Select Campaign to Manage
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Merged Data View
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Send Date & Review by Date
MERGED OPPORTUNITY VIEW Review Complete Send Date & Review by Date
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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
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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
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EXPORT & IMPORT Export Spreadsheet Import Spreadsheet
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Drill Down View
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MAIN OPPORTUNITY VIEW Review Complete Send Date & Review by Date
Included Opportunities Excluded Opportunities Based on Threshold or Previously Excluded
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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)
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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
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EXPORT & IMPORT Export Spreadsheet Import Spreadsheet
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CAMPAIGN APPROVAL
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