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At Cisco, we're on a mission to create the first fully engaged B2B company. Routing conversations in real-time to the right teams is a critical step. Learn how Cisco is starting to make this a reality!
At Cisco, we believe that a strong social media strategy starts with listening, but when a brand receives over 1.9 million mentions per year, how do we filter through the noise, identify the relevant conversations, and route them to the appropriate teams in a large organization like Cisco?We believe Listening must start with ABCs and 123s. ABCs are action-based conversations, and 1-2-3’s help us prioritize and escalate them.
The 7 types of ABCs and which teams we route them to.
Prioritization and SLAs (how quickly these need to be handled)
The 3 stories hear are real posts captured from WebEx customers by our ABC Agent, simple tags are applied as they are located, ABC type, product or group, and priority. These are automatically pushed into our social automation engine (Social Hub) which uses 1000s of different combinations or conditions to trigger various rules and actions. These are then routed to appropriate teams, i.e. support, PR, marketing, legal, sales, etc. The product or group tag enables it to be routed to the appropriate team, and priority helps recommend a time-frame of response, or helps trigger escalations when necessary (i.e. legal, P1, alerts legal and PR teams immediately). The social hub is a large library of real-time if-then statements that listen for various conditions and creates many actions, including assigning to teams. In this example, the angry post about webex, was routed to webex PR, who responded and ultimately delighted the customer who then reposted a “buzz” or praise of Cisco. This post was then tagged as buzz, webex, p3. Buzz posts are used to highlight positive customer or advocate comments on our Cisco.com product pages.
We need a complex ecosystem of people, teams and existing organizations like sales, and support to enable this ABC program at scale. We are not reinventing support, or TAC, we are integrating and extending across all social channels to ensure no customer voice goes unheard, but is also routed to the right team best suited to respond or use the information provide (i.e. product feedback or enhancement requests go to the product development team).
Example of how we get through the noise with an ABC agent. Numbers are estimates.