Success, Failure and Disasters: Cisco Tests Tasks to Improve the Customer Experience

Presentation from the 2015 Service Industry Summit

Cisco has been monitoring the performance of top tasks on its support website for more than 4 years. The Task Performance Indicator (TPI) is now a key metric that executives track because it’s an actionable metric for experience. In order to drive continuous improvement, Cisco has developed a multi-pronged strategic approach. The TPI is a key tool in the approach because it reveals opportunities for improvement through quantitative and qualitative analysis of audiences’ performance on the most important tasks. Cisco has adapted TPI to evaluate and monitor the User Experience as well as diagnose the specific impediments to task completion for customers seeking self-support content for thousands of products. This session describes key elements of this strategy, and specifically TPI, which can be applied in any industry or organization: (1) How to identify the top User Experience issues with content, navigation and search – (2) The types of systemic challenges these issues raise, and – (3) How to address those issues strategically.

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About the Presenter

Bill Skeet
Customer Experience, Digital Support – Cisco Systems
Bill Skeet is a web strategy and UX leader with diverse experience at Fortune 500 companies and start-ups across media and high-tech industries. Bill is an advocate customer-centric design methods and leads the digital customer experience team for technical support. His group includes User Experience research and design, analysts, product and project managers that have responsibility overseeing the support home page, landing pages, support search and support content pages as well as the Technical Support mobile app. Since joining Cisco in 2010, Bill has guided numerous design improvements that have increased efficiency in navigation to product support content, reduced steps for software downloads, and surfaced personalization capabilities that accelerate repetitive tasks. In 1994 he created one of the first newspaper web sites and as Chief Designer at Knight-Ridder, helped launch more than 20 newspaper websites from 1995-1996. Bill holds a B.S. in Journalism and an M.S. in Special Studies: Information Design (Cognitive Psychology, Industrial Design and Mass Communications), both from the University of Kansas.