Case Study: Cisco Consumer Business Group Builds The Business Case For Social Media

Consumer Business Group (CBG) — formerly Linksys — is a division of Cisco that offers a wide variety of consumer and small office voice over IP (VoIP) and networking solutions such as routers, switches, and storage systems under the Linksys by Cisco brand. CBG has long held a reputation for excellent technical support and has developed a number of innovative approaches to contain support costs while still offering responsive service. One key initiative was the introduction of an online customer support community. Before deploying the community, CBG developed a business case and confirmed that its customer service social media initiative would be a good investment. As a result of this initiative, CBG decreased customer support costs through call deflection, strengthened assurance of business continuity, enhanced customer insight, and increased customer engagement.