In the end of last decade, Cisco began to integrate video into their business processes. Their goal was to empower employees to engage and innovate with video. By making it the integral part of their company culture they succeeded to lower travelling and training costs, increase employee satisfaction and book higher sales.
About traveling and training…
Currently 21 % of all traffic over Cisco’s networks can be attributed to video. During peak meeting hours’ video can make up nearly 50 % of the traffic. Cisco installed over 15 000 teleconference systems around the globe to be used for internal meetings, customer interactions and job candidate interviews.
The use of web cams is also prevalent among employees: over 30 000 users use them during VoIP calls. In addition, Cisco also broadcasts their events live and then store them for later use. This way, the events aren’t restricted to those who are able to attend in person.
They also launched their own Video on Demand platform to encourage people to create and share videos internally. Over 85 000 videos are viewed each month on demand at Cisco for training and sales purposes. Having training videos was a cost effective way to organize educational sessions and classes. Employees were able to proceed on their own pace and schedule training as they pleased. Sales teams were able to use videos to demonstrate their services as well as answer to product questions.
Cisco actively encourages employees to use video internally and externally. Rather than sending emails about major announcements employees at Cisco prefer to record and share videos. This way they are able to avoid the broken telephone effect. For example, in 2009 the executive vice president introduced a new compensation program through a video message. There was no confusion about the program when it was explained “face to face” via video. People at Cisco also view video as a way to increase transparency.
During 2010, 38 % of videos at Cisco were used for internal communications such as announcements and news. 24 % of videos were about product updates and they were used to keep the employees up to date with the research and development.
Cisco publishes videos at Cisco.com and at https://www.youtube.com/user/cisco.
As of now, Cisco’s YouTube channel has over 4500 videos with nearly 78 000 subscribers. They receive over million views and nearly 2 000 new subscribers each month according to socialbakers.com. Cisco uses YouTube to promote their products and showcase technologies, share keynotes and make some of their training material publicly accessible.
With the help of YouTube’s custom tab Cisco has made it easier to find relevant videos from their library of 4500 videos: https://www.youtube.com/user/Cisco/welcome.
Using video on their site increased the page views by 44 % and the user was 41 % more likely to return. Video also made it five times likelier that the user engaged with the content. High-value actions increased two-fold when video was used.
The use of video throughout their sales process, from marketing to sales, from consultation to customer support, increased customer satisfaction. Sales teams saw nearly 10 % decrease in the time it took to seal a deal when they interacted with customers via video. For larger sales events with non-standard terms and conditions this meant that the revenue from them realized 30 days sooner than traditionally. The main reason was that they were able to cut down the time it took to answer to outstanding questions.
Using video also revealed one major problem with customer support through phone. When eliminating the body language you aren’t able to intercept what the customer really needs.
Cisco IT’s director Suresha Bhat’s quote about the subject matter from their whitepaper:
“When customers ask a question on the phone, you don’t always know why they are asking. Sometimes you explain what you want them to know instead of what they want to know. With Cisco TelePresence, you can see as well as you could in person if the customer is impatient, bored, or waiting for a chance to interrupt.”
With the help of video Cisco was also able to show the customers the solution rather than just telling them about it. This resulted in less frustrated customers and higher satisfaction.
Besides creating new value for customers and lowering expenses Cisco managed to make video a significant part of their company culture. For them it serves a way to communicate and have freedom to choose when and how to consume information regarding Cisco.