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The Voice of Experience: How Language Can Improve Your Customer Experience

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Cisco Uncovers the Impact of Language on Customer Experience

Everyone’s talking about customer experience. And yet, in all the conversations about customer journeys and touch points, most people overlook the most tangible expression of their brand: the language they use when communicating with customers.

Cisco’s brand experience team saw an opportunity to use language to change the game in an industry where products are complex and jargon is widespread.

Find out how the award-winning Cisco Language Program is changing the way people experience their brand and playing a positive role in engaging web visitors and helping them win new business.

What You Will Learn

Cisco had a language problem. During this webcast, you’ll hear about the steps they took to understand and address this issue, along with some helpful advice you can apply in your organization:
  • How research showed Cisco that its language was hurting its customer experience
  • How the Cisco brand experience design team is tackling the big, hairy goal of changing the way 70,000 people write
  • How to get your senior stakeholders to buy into the idea of changing your language
  • Where to start with your own brand language program, and how to keep up the momentum
  • How to measure success once you’ve done it

While attending this program is FREE, reservations are required.

About the Presenters

Anelia Varela is US Director of The Writer. Anelia came to New York from London to continue The Writer’s mission in life: to change organizations through the language they use. Heading up The Writer's US office, Anelia is helping brands like Unilever, Cisco, Google, and Electronic Arts realize the power of words to change how people see them, stand out from the crowd, make their customers happier, shape their culture, and even make and save money in the process. Anelia’s thoughts and words have appeared in books, newspapers, design annuals, magazines, blogs, and up the sides of Guinness bottles. She was foreman of the Writing for Design jury at the 2014 D&AD Awards and chaired the Advanced Learning Institute’s Strategic Employee Engagement conference in New York in 2015.

Mark Buchanan is the program lead for brand language at Cisco. He’s helping the company use language that is simpler and more distinctive. And he’s helping bring empathy back to a technology company that has always cared about people, but has found those values challenged by rapid growth and increasingly complex technology. He’s worked with Sales, Marketing, Engineering, Services and Corporate Communications and has seen impressive results across every function. Together, Mark and the people at Cisco are changing the culture of language and communications around the world for 75,000 employees, 50,000 contractors and vendors, across a $130 billion business.


Related Seminars

For additional training on this topic, consider these AMA seminars:

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AMA’s 2-Day Business Writing Workshop
Gain the ability to write with confidence!

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Technical Requirements

https://event.on24.com/view/help/ehelp.htmlTo fully participate in this electronic, interactive and live session, please check your system (or ask your IT department) to ensure it meets the following requirements:

Supported OS, Browser and Additional Requirements

  • Windows 7+ (Microsoft Edge, Latest Internet Explorer, Firefox, or Chrome)
  • Apple Mac OS 10.9+ (*Latest Firefox, Safari, or Chrome)
  • Ubuntu Linux (Firefox only)
  • Android 4.x (Chrome Browser Only)
  • Apple iOs (*Latest version, Safari Browser Only)

* Official support for the "latest" version of a newly released browser, among those noted above, will be added within 8 weeks of public release. Until then, the previous version will continue to be supported instead.

If you are using an unsupported version of a Windows, Mac, or Linux operating system, you may experience difficulty in viewing and/or listening to the event.

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The audio portion of this AMA web event will be delivered directly through your computer’s speakers or attached headphones. To fully participate in this electronic, interactive, live session, please test your system and review the requirements (or ask your IT department) before the program begins:


Additional Requirements:

  • Minimum bandwidth requirement is 512 kbps for meeting attendees
  • In order to access the event, your computer must have cookies and JavaScript enabled. If your operating system currently does not have cookies or JavaScript enabled, contact your network administrator.
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Still need Help? Additional technical information can be found here. You can also view these tips in Spanish and French.

Important tip - Please allow 15 minutes prior to joining a session to conduct your set-up and testing!