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ReimaginingCustomerExperiences 2021 Cisco and/or its affiliates. All rights reserved.

2eBookCustomerexpectations arechangingThe customer service industry is at a pivotal pointin its history. In the same way hybrid work wasaccelerated by the pandemic, the way customersengage with businesses has also been foreverchanged. The new reality is that customersexpect to interact with businesses via any digitalchannel, not just over the phone. And if they dopick up the phone to talk to your customer serviceteam, they also expect you to know who theyare and what they need from your company.Another consequence of the world seemingly going virtualovernight, is customer service centers becoming the maintouch point. But in order for the customer service teamsto be able to fulfill their roles successfully, they mustimmediately recognize what a customer needs before itbecomes a significant issue later in the customer’s journey.Now more than ever before, businesses must tailor everytouch point along the way with personalized experiencesthat consistently exceed customer expectations.Without this level of excellence, even well-establishedbrands risk losing customer loyalty overnight—loyaltythat has been earned through years of hard work.Failing to deliver at this crucial point gives competitors acritical advantage. 2021 Cisco and/or its affiliates. All rights reserved.The most memorable customer experiences are createdwhen agents have historical context about the customer,are armed with the right resources to serve them, andare given intuitive collaboration tools to get help fromother teams to quickly solve for their customer’s needs.What all of this means is that customer service is nolonger a department in the back corner of a store.Customer service is the front door, and customer serviceagents are now the directors of first impressions.But not all organizations are set up for success in this keyarea, and often it is because they lack the technologythat empowers them to better serve customers.

3eBookFew second chances:why customerexperiences needto be reimaginedThe stakes have never been higher. 2021 Cisco and/or its affiliates. All rights reserved.431 of 259%32%Studies have shown that people spendan average of 43 days on hold in theirlifetime. That equals to more than 1000hours of listening to hold music.Learn morecustomers say that their customerservice experiences are fragmented.Learn moreof customers say that they’d be willingto abandon a company they loveafter 2 to 3 negative experiences.Learn moresay they’d abandon a company afterjust one single negative interaction.Learn more

eBookSo how can you solvethis challenge?The success of your organization depends oncustomer loyalty. And customer loyalty is earned bysolving customer problems quickly and efficientlywith the least amount of effort on their part.Companies that get it right do all of these things:Listen, Engage, Augment, Learn, and Adapt. 2021 Cisco and/or its affiliates. All rights reserved.4

5eBookListenEngageAugmentLearnAdaptGather and create richcustomer profiles.Connect with customershow, when, andwhere they want.Leverage AI andcollaboration to createsuper agents.Use insights to predictand optimize customerexperiences.Automate customer journeyswith no or low code.Listening means understandingyour customers interactions andactivities, so you can proactivelyidentify issues before they becomeproblems, which decreases customercalls. And if the customer callsin, your agents know exactly whatthey need and how to solve it.Interacting with your business shouldbe based on how customers liketo engage, regardless of whetherthey prefer texting or a messagingapp. For customers who preferself service, they should have24/7 access to virtual agents.The agent should never feel likethey are stranded on an island.They should have tools andorganizational support to quicklysolve customer problems.If you aren’t learning, you won’tknow what to improve. You canonly collect customer insights if youhave technology that is seamlesslyconnected with all the tools yourcustomer experience team leverages.You need to put into action whatyou learned from customerinsights. Regardless of whetheryou have developers or not, youshould be able to quickly tailor thecustomer journey accordingly. 2021 Cisco and/or its affiliates. All rights reserved.With these resources, you createsuper agents that provide better andmore efficient customer service.

6eBookWhen these five competencies cometogether, you get a virtuous cycle.You’re listening to your customer,engaging with them the way that theywant, augmenting agents to providethe best experiences, learning whatto improve, and adapting by quicklyrolling out enhancements withoutcoding. 2021 Cisco and/or its affiliates. All rights reserved.

eBookHow Webex solves forthe 5 competencies ofexceptional customerexperience 2021 Cisco and/or its affiliates. All rights reserved.7

eBookListenBring the customer journey into focus. TheWebex journey data service can give you theability to capture all your customer interactions,across all channels and all applications, evennon-Cisco applications. It turns fragmenteddata into a unified view, so you can be moreproactive in serving your customers.Imagine if a customer starts a purchase or anapplication but for some reason, they can’tcomplete it. Before they get frustrated andleave, a chat bot recognizes it and asks if thecustomer needs help, then directs them to alive agent right away—an agent who knowsexactly what their issue is and how to solve it.Instead of having a bad experience (andpotentially losing that customer) several“magical” moments were created, and yourcustomer is happy. It all starts with listening. 2021 Cisco and/or its affiliates. All rights reserved.8

eBookEngageCustomers should interact with you likethey interact with their friends. It needsto be easy and natural. This means yourcustomers should be able to choose howthey connect. They might need to engage ona messaging app like Facebook Messengeror WhatsApp, or use text messaging toavoid making a call. This has to be easy.And just like interacting with friends, customerconversations should be picked up rightwhere they left off. But to do this your agentsneed a seamless system that ties theseinteractions together. That’s exactly whatthey get with Webex Contact Center.We put all of this information in one inbox,right at the agent’s fingertips. They cansee transcripts in the Webex ContactCenter agent desktop of all the interactionsregardless of what channel was used. 2021 Cisco and/or its affiliates. All rights reserved.9

10eBookAugmentYou can leverage the same artificial intelligencetechnology powering the Webex Suite tohelp your agents to work more productively.First, we remove background noise, so thecustomer and agent voices are crystal clear.Next, we take that audio and generate realtime text transcripts. This helps ensure thatwhat was said has been captured. Andfinally, using intent detection technology, thesystem interprets the underlying meaningand customer’s intent, enabling the system tocoordinate the right action. This ability createsopportunities for automation so a customerdoesn’t have to wait on hold in the first place.But not every customer issue can be resolvedso easily. When the agent needs help to solve aproblem, they can leverage the Webex App 2021 Cisco and/or its affiliates. All rights reserved.to tap into deep domain expertise withinthe organization in real time. They can usemessaging, meetings, or calling to collaboratewith those domain experts. This collectivewisdom helps agents solve problems faster, andimproves their knowledge and effectiveness.When agents no longer feel isolated andill-equipped to help customers, their jobsatisfaction levels go up, retention goes up,and their ability to solve problems on theirown improves. And if they are happy, theyare more likely to delight your customers.

eBookLearnWebex Experience Management helps youanalyze the entire customer journey, so you candetermine which part of the journey needs fixing.For example, if you’re an airline, you can tell fromtranscript analysis that a customer was extremelyupset about a flight delay, and you can triggersending a discount or voucher for their next flight.Webex Experience Management also usespredictive learning to help you identify a wholeset of calls that you can reduce or eliminate. Forexample, once you learn that inbound calls spikewhen you don’t notify your customers about ascheduled service outage, you can build triggersto send customers text notifications, telling themthere’s an outage and when it will be fixed. Thiseliminates the need for them to call in the first place. 2021 Cisco and/or its affiliates. All rights reserved.11

12eBookAdaptYou should be able to quickly put into actionwhat you have learned from listening to yourcustomer’s interactions, and activities toimprove their journey and experiences.Just like other CPaaS platforms, WebexConnect allows your developers to embedcommunications into your applications andsystems using APIs and SDKs. For developers, 2021 Cisco and/or its affiliates. All rights reserved.the platform provides a rich set of programmablecommunications that include SMS and voice,as well as newer channels such as WhatsApp,Apple Business Chat, in-app video, andmore. But that is where the similarities end.Webex Connect also provides visual low/no codecapabilities that democratize workflow creationand changes. It allows business analysts to createautomated processes that connect your customerinteractions to your operational systems, likeyour CRM, financial, and billing systems. Thismeans you can build an orchestrated processquickly, without having it turn into a long andcostly IT project. The platform also has built inmetering and billing modules that enable bothconsumption-based and commit-based pricingthat is independent of Webex Suite licensing.Go try if for yourself and see how easy it is toget your Enterprise CPaaS up and running!

eBookWhy the world’s bestknown brands rely onWebex for customerexperienceMany of the world’s largest and best-knownbrands rely on Webex to help them deliverexceptional and magical customer experiences.We provide the industry’s most complete, unifiedplatform for customer experience across the entirejourney. It’s a set of integrated applications, all builton a common foundation and journey data service.And it’s all driven by the power of Webex—which means it directly leverages all the richcapabilities for collaboration, calling, messaging,artificial intelligence, and so much more. 2021 Cisco and/or its affiliates. All rights reserved.13

14eBookWebex forCustomerExperience bythe numbersWebex by Cisco is leading the way incustomer experience. It’s been a focusof ours for years. And it shows. 2021 Cisco and/or its affiliates. All rights reserved.3.6 millionagents262% ROIover 3 years withWebex Contact Center36,000organizations5 billion interactionsdelivered per year

eBookThe AragonResearch Globe Webex by Cisco is identified asa leader in the Aragon Globe forIntelligent Contact Centers 2021**The Aragon Research Globe for Intelligent Contact Centers, 2021, July 2021.Copyright 2021 Aragon Research Inc. and/ or its affiliates. All rights reserved.Aragon Research and the Aragon Research Globe are trademarks of AragonResearch Inc. 2021 Cisco and/or its affiliates. All rights reserved.15

eBookTestimonials T-Mobile elevates customersupport with Webex Contact Center Puma improves customerexperience with WebexExperience Management Vodafone sees campaignresponse rates soar 25% Cambridge UniversityHospitals decreases missedappointments by 27% 2021 Cisco and/or its affiliates. All rights reserved.16

eBookSee it in action!Webex powers greatcustomer experiences.Learn more 2021 Cisco and/or its affiliates. All rights reserved.17