Cisco CX: Building a Strategic Roadmap for Customer Self-Service
Cisco CX: Building a Strategic Roadmap for Customer Self-Service
Case Overview
Cisco’s CX organization needed to reimagine its microsite as a self-service hub on Adobe Experience Platform. The existing site wasn’t attracting enough traffic to enable testing or optimization, and customers struggled to find relevant content or evaluate Cisco offers without a sales call. We were brought in to define a roadmap that would shift the microsite from a static marketing page into a scalable, self-service experience for decision makers and influencers across the funnel.
Case Overview
Cisco’s CX organization needed to reimagine its microsite as a self-service hub on Adobe Experience Platform. The existing site wasn’t attracting enough traffic to enable testing or optimization, and customers struggled to find relevant content or evaluate Cisco offers without a sales call. We were brought in to define a roadmap that would shift the microsite from a static marketing page into a scalable, self-service experience for decision makers and influencers across the funnel.
Challenge
Cisco’s CX microsite wasn’t doing its job. Traffic was stagnant, making it impossible to generate meaningful insights through testing. Customers who did find the site struggled to navigate fragmented content and lacked the self-service tools to evaluate solutions on their own. At the same time, competitors were offering clear, intuitive digital journeys, raising expectations and putting Cisco at risk of falling behind.
Challenge
Cisco’s CX microsite wasn’t doing its job. Traffic was stagnant, making it impossible to generate meaningful insights through testing. Customers who did find the site struggled to navigate fragmented content and lacked the self-service tools to evaluate solutions on their own. At the same time, competitors were offering clear, intuitive digital journeys, raising expectations and putting Cisco at risk of falling behind.
Low Traffic, No Testing
Without meaningful traffic, Cisco couldn’t run valid A/B tests to optimize content or messaging.
Fragmented Journeys
Visitors didn’t know where to go for demos, pricing, or ROI proof points — forcing them into sales calls.
Competitive Pressures
Rivals like AWS and Zendesk offered more intuitive, self-guided journeys.
Scaling Problem
Without self-service tools, Cisco CX couldn’t scale engagement globally across industries and customer sizes.
Low Traffic, No Testing
Without meaningful traffic, Cisco couldn’t run valid A/B tests to optimize content or messaging.
Fragmented Journeys
Visitors didn’t know where to go for demos, pricing, or ROI proof points — forcing them into sales calls.
Competitive Pressures
Rivals like AWS and Zendesk offered more intuitive, self-guided journeys.
Scaling Problem
Without self-service tools, Cisco CX couldn’t scale engagement globally across industries and customer sizes.
Solutions
Solutions
Research-Driven Insights
I mapped where self-service was breaking down.
Conducted stakeholder interviews and competitive audits.
Built personas of decision makers (CTOs) and influencers (Ops Directors).
Created customer journey maps to surface self-service pain points.
Research-Driven Insights
I mapped where self-service was breaking down.
Conducted stakeholder interviews and competitive audits.
Built personas of decision makers (CTOs) and influencers (Ops Directors).
Created customer journey maps to surface self-service pain points.
Self-Service Experience Vision
I defined the tools and content needed to empower customers.
Guided Tours: Interactive demos of CX Cloud that could be launched without a sales rep.
ROI Calculator: Gave buyers instant value projections to secure internal buy-in.
Chatbot + Knowledge Base: Supported bottom-of-funnel tasks like product comparisons and next steps.
Video Content Strategy: Humanized the experience with explainers, thought leadership, and case studies.
Self-Service Experience Vision
I defined the tools and content needed to empower customers.
Guided Tours: Interactive demos of CX Cloud that could be launched without a sales rep.
ROI Calculator: Gave buyers instant value projections to secure internal buy-in.
Chatbot + Knowledge Base: Supported bottom-of-funnel tasks like product comparisons and next steps.
Video Content Strategy: Humanized the experience with explainers, thought leadership, and case studies.
Roadmap for Scale
I paired quick wins with a longer self-service strategy.
Quick Wins: SEO landing pages, CTA tracking, restructured content hierarchy
Mid-Term: Deploy guided tours, ROI calculator, and advanced A/B testing.
Long-Term: Align CX microsite with Cisco.com and personalize self-service experiences globally.
Roadmap for Scale
I paired quick wins with a longer self-service strategy.
Quick Wins: SEO landing pages, CTA tracking, restructured content hierarchy
Mid-Term: Deploy guided tours, ROI calculator, and advanced A/B testing.
Long-Term: Align CX microsite with Cisco.com and personalize self-service experiences globally.
Results & Impact
Shifted Cisco’s CX microsite from static marketing to a scalable self-service experience.
Results & Impact
Shifted Cisco’s CX microsite from static marketing to a scalable self-service experience.
Increase in Organic Traffic
Increase in Organic Traffic
Increase in Organic Traffic
Faster Upsell Conversion
Faster Upsell Conversion
Faster Upsell Conversion
Reduction in Support Calls
Reduction in Support Calls
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.
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Cisco CX: Building a Strategic Roadmap for Customer Self-Service
Increase in Organic Traffic
Faster Upsell Conversion
Reduction in Support Calls
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.