Company: Cisco Systems, Inc. Company background: Cisco has helped prove that amazing things can happen when you connect the unconnected. By creating long-lasting customer partnerships, Cisco works to provide solutions that fuel their success. In 1984, Len Bosack and wife Sandy Lerner, wanted to email each other from their offices at Stanford University, but the technology didn’t exist. This is how the multiprotocol router was born. Since then Cisco has shaped the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners and has become the worldwide leader in networking - transforming how people connect, communicate and collaborate. Contact: Denise Brittin Title: Digital Marketing Manager Related URLs: https://community.cisco.com Lithy category: B2B Community Innovator 1. Describe the innovation(s) and how you settled on the decision to innovate (user request, Lithium suggestion, internal idea, etc.) For a decade, Cisco ran two large communities on separate platforms. Cisco Support Community, migrated to the Lithium platform in August 2017, was focused on technical support and case avoidance and had 16M annual unique visitors. Cisco Communities, on the Jive hosted platform and with 1M annual unique visitors, was focused on business topics, enabling Cisco’s partner and developer ecosystems, and product team engagement through Cisco’s Customer Connection global user group program. While both communities were successful, the holistic customer and partner experience was fragmented. For years, customers and partners asked the Cisco organizations responsible for the two communities the same question: “Why have two communities?” Upon analysis, we discovered that the communities did indeed have an overlap of 100,000 registered users, representing 30% of the registered users in each community. Customers and partners often posted the same question on both communities, simply trying to get an answer. Cisco subject matter experts were burdened with monitoring two communities, leading to poor engagement consistency. Community metrics reporting was silo’d, with no holistic view of the impact community was having as both a digital property and a social channel. In October 2017, we broke down organizational barriers, and project Fusion was approved to merge Cisco Support Community and Cisco Communities on the Lithium platform that Cisco Support Community had migrated to in mid-2017. This initiative brought together Cisco’s Digital Marketing, Technical Services (now Customer Experience), Partner Marketing and Developer Network organizations to provide customers and partners a single streamlined community experience. Thus began the 9 month journey to create Cisco Community, culminating in the launch on July 23, 2018. 2. Tell us about how you made it happen Did you stage it first, who got an early look, how you drove adoption/use, and any iterations you had to make to get it right. Our approach to the project was not simply to migrate all the forums and content from Jive to Lithium, but to streamline the entire experience; a consolidated community structure, a user interface design that aligns with Cisco’s new digital personality and usability and personalization improvements. Merging two production communities presented a unique set of technical challenges. Multiple development and migration servers were spun up to support the data mapping, custom development, user experience and user interface work required. Over 30 community managers had to be trained and supported as they designed their categories and boards. Throughout the process, concepts and designs were vetted with Cisco Support Community VIPs and Cisco Communities Customer Connection members. The new community was announced and demo’d at Cisco Live US, Cisco’s largest customer and partner conference, one month prior to launch. Overwhelmingly, the response was “It’s about time!” The community design incorporates navigational consistency between Cisco’s web site and community. For example, users see the same “satellite navigation” element, "Quick Task bar" and iconography in both digital properties. Community “pillars” streamline navigation for the four key audiences: customers, partners, developers and public. Each pillar has its own consistently designed “home” page and structure of forums. The Quick Task bar is persistent on every page, allowing easy lateral navigation across the entire community. This was extremely important, as many of our customers and partners participate in multiple pillars. Technology & Support Pillar: The publicly accessible forums reside here, and it serves as the Cisco Community home page. This pillar is organized by Cisco technology area and therefore required the most architectural consolidation between the Jive forums and the existing Lithium forums. Some forums were combined into a single board, some were broken out into separate boards, categories or sub-categories depending on volume of use, technology portfolios and business strategy. The Developer support forums were consolidated under this pillar. Partner Pillar: Focused on partner enablement and engagement, access to these forums is restricted to registered Cisco partners and Cisco employees via SSO login. We took this opportunity to “clean house,” and reduce the number of partner forums by 83%, from 400 to 65. Customer Connection Pillar: Customer Connection is Cisco’s community-based global user group program, which is open to Cisco customers and partners only. Access is gated via an application survey and each applicant is qualified before being granted access to the private forums in this pillar. Custom components and API integration was leveraged to achieve a seamless and streamlined application, qualification and access process. The pillar home page displays different components to program members vs non-members. Program promotion is simplified, as one URL leads customers to the program home page where they can join or participate in member-only activities, including private discussion forums, community-based early adopter trials, product enhancement idea submission, and technical and roadmap online briefings. Events Pillar: The Events pillar enables users to view upcoming or past community events, such as Ask the Expert opportunities or webcasts. Custom personalization surfaces the events relevant to the pillar that the user was on when they clicked on Events. Custom filters enable users to easily find an event that interests them. Members & Recognition Pillar: Members are at the heart of the community. This pillar enables everyone to see community leaderboards and top contributors, Spotlight Awards, Hall of Fame and community VIPs. Label strategy Developing a community-wide label strategy for every interaction style was key to consolidating the forums. Implementing this strategy required a multi-phase approach: 1) examine all production Jive categories and Lithium labels, 2) determine the labels applicable to each new category, 3) determine the labels applicable to multiple categories based on technology interlock, 4) rename current labels as required, and 5) remove duplicate labels that remain within a category. Gamification The rank and badging schemes were very different between the two communities, therefore, we developed an entirely new rank and badge system for Cisco Community. Extensive analysis was done to ensure a current user’s relative position on the rank ladder was preserved, regardless of which community they previously participated in. We also designed the system to encourage new members to quickly become participants and contributors. Change Management Change management was a critical part of the project. Internal and external FAQs, and community banners kept members and Cisco experts informed. Drop-in office hours helped community managers prepare for the change. But the most exciting part of the change management is the WalkMe community help that’s incorporated into the community. This technology literally “walks” users through performing common community functions. Not only will this help new and old users alike, it provides metrics telling us what users need help with the most. This will enable us to improve community usability going forward. 3. What were the results? Tell us how it impacted your customer experience or the outcomes you seek as a business. Only a few weeks post-launch, our data is limited, but here are a few key metrics: After some clean-up, 75,000 registered users were migrated from Cisco Communities and consolidated from Cisco Support Community into the new Cisco Community. There has been a 27% increase on the average daily views since launch. Average daily contributions have increased 47% since launch. The community launch announcement on the cisco.com home page was the 2nd highest clicked blade of its type 32,097 new community members registered in the first 3 weeks post-launch Total registered community users is now over 780,000 A single community destination coupled with the Lithium portfolio enables a wealth of business impacting opportunities moving forward. Examples include: Greater community visibility on cisco.com – let our customers know there’s a community for them to get their questions answered Surfacing community content on .com product pages – tie our digital properties together Product catalog integration to increase product visibility and content findability Salesforce integration to augment a 360o customer view Consolidate customer insights to inform Cisco product and marketing teams. To quote an oldie but goodie … we’ve only just begun.
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Company: Cisco Systems, Inc. Company background: Cisco has helped prove that amazing things can happen when you connect the unconnected. By creating long-lasting customer partnerships, Cisco works to provide solutions that fuel their success. In 1984, Len Bosack and wife Sandy Lerner, wanted to email each other from their offices at Stanford University, but the technology didn’t exist. This is how the multiprotocol router was born. Since then Cisco has shaped the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners and has become the worldwide leader in networking - transforming how people connect, communicate and collaborate. Contact: Monica Lluis Title: Global Community Manager Lead Related URLs: https://community.cisco.com Lithy category: Support Savings Titan 1. Tell us how you are implementing digital technologies (e.g. community and/or social media management) for social care to meet your customer care business goals. Please highlight unique programs, technical upgrades and/or API usage to help reach these goals. At Cisco, we recognize that creating the best digital experience for our customers enables them to find what they need, when they need it, and on their own terms. Self-service communities benefit customers because it's what they prefer, the company because it's cost effective, and employees because it reduces repeatable work. Everyone wins! Cisco Community is a technical hub where millions of visitors, representing Cisco’s largest and most technically advanced audience worldwide, collaborate, co-create, share and learn. The community provides a place to find answers and get help on Cisco products, gives Cisco an opportunity to learn how to improve products and services, and offers a place for interactive events to help educate its customers. Highlights of the community: 1. One-third of all customer issues are addressed through Cisco Community social interactions. Those interactions are recognized and rewarded through the Top Contributors Awards programs, including: Cisco Designated VIP program recognizes the top external individual contributors in Cisco's communities. VIPs provide 20% of all the discussion replies on the Community! Hall of Fame showcases elite contributors who have earned lifetime achievement recognition. Awardees have a badge placed next to their user name on the communities. Spotlight Awards recognizes significant contributors who designate leadership and commitment to their peers within their communities. Events Top Contributors program recognizes experts in the Cisco Community who host technical events. 2. In addition, we have exclusive Marketing and Partner communities: Cisco’s Customer Connection Program: Exclusively for Cisco customers and partners to engage with product teams and share best practices around Cisco technologies in private community forums, discuss product roadmaps, participate in early adopter trials, attend monthly briefings, and more. Partners Community: A private forum for Cisco partners to learn, share, and collaborate with other partners and connect with Cisco experts. 3. The community provides an opportunity to interact with experts through our Expert Events Program. Cisco Community hosted 118 events in 6 different languages in FY18: 2. What changes in your customer care organization were implemented because of cost reductions based on your community and/or social media management for service platform? When it comes to our technical community, listening to our users and leveraging their feedback to improve their experience is a critical aspect of improving our customer's satisfaction and loyalty. The same measures we have implemented to improve the member experience have also resulted in remarkable cost savings by creating, customizing and improving the Cisco Community. In August 2017, we successfully migrated Cisco's Support Community onto the Lithium platform. This was a massive undertaking involving the efforts of well over 35 full-time employees and contractors. In July 2018, we expanded to the Cisco Community by migrating 4 separate communities on two platforms into one community that is more efficient for our users. The migration to Lithium enabled us to merge Cisco’s Marketing, Partner and Development communities with our Support community. Most important to our business goals, it enabled us to offer a “One Stop Shop” for our customers to get the help they need, when they need it – all in one place. Through our migration efforts we were able to reduce costs. Those savings went back into the community to: Increase the number of custom enhancements including API development Customize home pages for the communities Improve search functionality through API integration with Cisco.com Create a cleaner UX interface Expand moderation team Centralize our support staff Our efforts have been rewarded based on user feedback. Here's a glance at our new, redesigned and re-branded Cisco Community. We’re proud of it! Homepage Community Page 3. What are your customer care and business results in quantifiable metrics? Include support savings metrics (e.g. cost savings, decreased response time, call deflection, reduced case escalations, and increased agent productivity). Our community thrives on users engaging, supporting, and creating content that enables customers to find the information they’re looking for in the shortest amount of time. In order to see the impact of our changes to Cisco Community, we consistently observe trends, set goals, and measure results. Since upgrading to Lithium and merging our Marketing, Partner and Development communities into our Support Community, membership and contributions have significantly increased. After the initial migration to Lithium in July 2017, the community experienced substantial growth in self-service with increases in traffic, issues resolved, and faster responses from the community. Engagement increased since migrating to Lithium Registrations grew even after user cleanup was completed on both platforms Contributions and accepted solutions increased Questions without replies decreased Hosted 118 events in 6 different languages in FY18; a 66% increase from FY17. Robust growth in Social Media channels in FY18 Here are examples of what our users have been telling us.
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