"The challenge In the past at Cisco, social media was often seen as a publishing channel to amplify brand messaging rather than as a platform for real engagement and conversation with customers. Due to fears about encouraging negative public comments, teams hesitated to reach out to engage directly with customers and comments, questions, and feedback often went unanswered. This all changed in September of 2017, when the SocialBridge was formed."
"To fundamentally change Cisco's approach to social customer care, the SocialBridge Team developed a crossfunctional, data-led, and customer-focused strategy. Central to our ability to provide high-quality expert answers is our cross-organisational collaboration with diverse teams of subject matter experts (SMEs) around the world including customer experience, engineering, product teams, technical support, sales, customer research, and more."
SocialBridge launched in September 2017 to change Cisco's social media role from broadcast to direct customer engagement. The program uses a cross-functional, data-led, and customer-focused approach that connects subject matter experts across customer experience, engineering, product, technical support, sales, and research. The initiative prioritizes precise, expert responses that rise above standard customer service replies. A dedicated Care Tool, launched on September 9, 2019, incorporates an AI model to identify engagement and sales opportunities, thread messages into engagement cases, apply rule-based prioritization of incoming cases, and enable deeper tracking and optimization of performance.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]