Presentazione di Anna Testa (su come usare i dati per sviluppare le aziende) di Cisco tenuta presso l'Università IULM in occasione della Milano Digital Week

1. Digitalize Customer
Experience
Anna Testa @annhead1984 anntesta@cisco.com
IULM
15TH March 2018

3. Digital Capabilities
Customer Experience
Increase customer
loyalty, drive sales, and
deliver continuous
operational
improvements
Business Operations
Enable clients to
protect assets, mitigate
risk, and deliver
predictive insights
City Operations
Create continuity for
operations and
communications in
supportof citizen
services
New Business Capabilities Built on the Network as a Platform

4. How Important is Customer Experience?
In
2016 89%66%In
2013
Of companies competed based on customer
experience (up from 36% in 2012)
CompaniesConsumers
Switched brands due to
poor customer experience
PSODGT-1379 4
By 2020, Customer Experience will overtake price and product
as the key brand differentiator

5. Guiding Principles for Superior Customer Experience
* Gartner Seven Best practices help EA to support a customer focused digital strategy, Marcus Blosch, Ed Thompson, Jul 2014
Deliver Delightful Experiences and Effortless Transactions for Your Customer
What Do Customers Want?
Consistent Information across all
Channels
Effortless Service Experience at
every Touchpoint
How Can You Deliver?
Enhance
Support Experience
Create
Omni-channel Experience
Personalized Attention to
Their Specific Needs
Predict
Customer Behavior using Analytics & Insight
Buy Own
8
7
6
5
4
3
2
1
8
7
6
5
4
3
2
1
Buy Own
8
7
6
5
4
3
2
1

6. Digital is enabling a pervasive Customer
Experience
Efficiency Saving Engagement
General in-store offers (Digital signage)
Displays special promotions available to
everyone in the store.
Special offers (Mobile or augmented reality)
Shows customized in-store offers available for
product being scanned.
In-store maps (Digital signage or mobile)
Shows location of a product in the store and
best route to get there.
Checkout optimization
Provides estimated wait time
each checkout line.
In-store-guidance
(Augmented reality)
Helps locate items on a
consumer’s shopping list in
the store.
Augmented reality reviews
Provides reviews and other information about
the products being viewed.
In-store advertising
Displays ads and information about
products in the store.
Product recommender
(Mobile or Augmented reality)
Recommends items to complement
product being scanned, such as food
and wine pairings.
Targeted offers (Digital signage)
Displays offers on digital signs tailored to a
consumer’s interested and preferences.
In-Store Wi-Fi
Greet shoppers with a customized
splash screen.
Request assistance (Mobile)
Request a store associate or engage
with a remote expert
Flexible Fulfillment
Shop online. Pick up in store
Shopper analytics
Understand traffic flow and
dwell times
Unified Retail Platform
Single, integrated IT platform for the store

7. …...Analyticsand
IP tech
…..help deliver targeted ads
...across email, social media,
smartphones, wearables,
more
…HD video brings the expert to the
customer and increases upsell
Supply chain….
Smart sensors and advanced
analytics help improve stock availability and
customer service
You Can Seize the Opportunity by Implementing
Key Digital Use Cases
(Top 10 Shown Here)
Connected
advertising
and marketing
$112B
Cybersecurity
$68B
Next-generation
workers
$96B
In-store
analytics
$61BRemote
experts
$49B
$29B
$17B
$19B
Endless aisles
Interactive kiosks make it easy to
order from entire product line
Theft reduction,
physical security
Video cameras and
analyticscombine to
reduce loss and theft
Checkoutoptimizer
Provides estimated wait time
for each checkout line
Payments
Advanced payment options
promote customer engagement
and generatecritical
insights
Ubiquitous
connectivity drives
higher productivity and
lower costs
Institutionalized
security capabilities
detect and remediate
threats and intrusions
Delivers real-time insights to
enable digital capabilities that impact
multiple use cases
$11B
$11B

8. In Store Analytic

9. The strategic importance of seamless,
wireless connectivity has never been
clearer for retail…
Connections convert into sales

10. 90%
Of shoppers use their
phones while in store**
96%
of shoppers prefer to shop in
locations with free Wi-Fi*
71%
Of shoppers say their device has
become more important in their
instore experience***
Shoppers Rely on Mobile Devices While Shopping
* Yankee Group Research
** SessionM Research
*** Think with Google: New Research Shows How Digital Connects Shoppers to Local Stores
“Shoppers want to stay connected while
they’re here, which makes mobile access
the key.”
Gian Fulgoni,
Chief Information and Systems Officer
Intu

11. 93% of People Who Used Mobile To
Research Go On to Make a Purchase
Customer Mobile Experience
Leverage in-store Wi-Fi to gain insights

12. What it Brings to Your Business
Customer Engagement and Insights
25% of Customers Buy on
Their Mobile Device While in Store
Lift in conversion
Extends digital investments into the store
New source of shopping insights
Test store layouts and fixtures with more precision
Cater to preferences of various demographics
Increase effectiveness of associates
Increase customer loyalty
“Knowing our customers is key to being able
to engage and inspire them...Understanding
their behaviour in the store is key to our
multichannel leadership strategy.”
Andy Beale
Head of Digital and MultiChannel
Development F&F Clothing
Tesco

13. Companies that make
extensive use of customer
analytics
• 126% profit improvement
• 23X more likely to outperform
competitors in new customer
acquisitions
• 21X more likely to migrate
customers to profitable
segments
Understanding Buying Behaviors with Analytics
86% of Consumers Will Pay More
For a Better Customer Experience
CashierCashier
Dressing Rooms
Jewelry
Junior's
FormalWearShoes
EmployeeOnly
Men's Boy’s Girl’s
Women's
Suites
Belts
Cosmetics
Sleepwear
Swim Wear
BeddingKitchenSeasonal
Low Traffic
Low Product
Demand
Overcrowding
No Shoppers,
change
display?
Shoppers not
reaching interior
High Traffic,
Need more
Associates

14. Case History

15. © Copyright 2017 - Cloud4Wi Inc. 15
PLATFORM CORE
GUEST WI-
FI
SERVICES
ANALYTICS
SERVICES
MARKETING
SERVICES
DEV SUITE
CISCO
ACCESS
POINT
CONTROLLER
ENTERPRISE
SYSTEMS
BUSINESS
INTELLIGENCE
CRM MARKETING
AUTOMATION
POS
Volare next-generation platform delivers rich guest Wi-Fi and more

16. © Copyright 2017 - Cloud4Wi Inc.
Volare adds value on top of Cisco
16
Advanced Guest Wi-Fi
Business-oriented Analytics and
Marketing Tools
Open Environment
Cloud Platform
Support For Multiple Technologies
Sensor for Presence/Location

17. © Copyright 2017 - Cloud4Wi Inc.
Joint customers: Cisco and Cloud4Wi
17
Retail Restaurant Transportation &
Smart Cities
Other Industries

18. Solutions: In Store Analytics

19. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Cisco + Xensify
L’analisi effettuata sul punto di
vendita pilota ha messo in
evidenza che in circa tre mesi su
un’affluenza di circa 425 mila
visitatori potenziali, circa il 40%
di essi si sono trasformati in
visitatori totali, e di questi il 35%
si è scoperto essere stati
supportati dal personale.

20. BRICO CENTER
Cisco + Xensify
• Processo di trasformazione digitale
• Cambiamento del modello di business verso una strategia di commercio di
“prossimità”
• NEED: comprendere al meglio il contesto nel quale il punto vendita opera e
analizzare le azioni ed il comportamento dei clienti all’interno
• OUTCOME: Migliorare le performance del punto vendita in termini di:
• Servizi
• Esposizione dei prodotti
• Vendite
CUSTOMER CHALLENGE
Customer Analytics
Leverage in-store Wi-Fi to gain insights
SOLUTION
CISCO WIFI + XENSIFY CUSTOMERSANALYTICS
PLATFORM
• Attribuire una dimensione logica e olistica dei dati
provenienti da diverse sorgenti, per declinarli in
dashboard Marketing & HR Driven
• Alcuni KPIs monitorati:
• il numero di clienti potenziali
• il numero di clienti che entra in negozio
• la loro permanenza totale e per area/reparto
• il numero di volte che essi tornano in negozio e con quale frequenza
• Integrazione con i sistemi di cassa per avere una overview completa
• Migliore allocazione delle Risorse Umane

21. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
TAGGALO is an innovative
business venture which provides
an all-in-one solution to collect
real-time data on customer
behaviour in physical stores.
Taggalo integrates three
complementary functions:
beacons, Wi-Fi and video
analytics to tell retailers exactly
what shoppers are up to in and
around their stores
Cisco + Taggalo

22. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
CISCO +
TAGGALO
ARE ENABLIG:
1. Customer profiling
gender, age range, new
vs. repeat customers
2. Duration and
engagement in Store
3. Mobile Browsing
Patterns
4. Interaction Metrics
including beacon and wifi
apps
5. Understanding of Full
Path

25. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Cisco + Local
Measure
Local Customer
Intelligent Platform
Adding “content” to
the WIFI
Infrastructure
• Gaining a complete digital vision
• A more efficient day-to-day social
media approach
• Identifying special occasions and
social media influencers in real-
time
• Helping deliver WOW moments,
creating net promoters and brand
advocates
• Pinpointing customers’ feedback
for effective, real-time service
recovery
• Delivering reporting on social
media activity and engagement
performance
?

26. HEATROWAIRPORT
Local Measure + Cisco
• Heathrow acknowledges the power of customer data in
delivering personalized service >>> As customer data is
fragmented across differentsystems, there is no clear process
for delivering real-time passenger engagementbased on
feedback through digital channel
• Heathrow is already digitally active,monitoring and responding
to direct social media posts >>> The nature of these posts are
largely complaint-focused,relying on passengers calling
Heathrow out directly,using official hashtags or mentioning
@heathrowairportin the post.
• Despite that they have been loosing almost80% of the
passengers’postrelated to the airportCustomer Experience
CUSTOMER CHALLENGE
Powering the Digital
Strategy
Give a social content to the data
SOLUTION
CISCO WIFI + Cisco Spark Local Measure Customer Social
Analytics Platform
• Local Measure’s platform will place geo-fences around the
Heathrow terminals to presenta full vision of public social
media posts uploaded onsite
• The platform allows to have a complete Social Overview and
to set up Key words or to reply directly to the customer
• Due to the integration with Cisco Meraki and Cisco Spark you
can align ”quality” data with “quantity” data and turn Cisco
Spark into a social media platform

27. Solutions: Smart Payments

28. Cisco + MishyPay
Smart Mobile
instore mobile
payments
and secure
self check out