Cisco Smart Services for Small and Medium Businesses. Expanding Your Service Business Opportunities

Cisco Smart Services for Small and Medium Businesses Expanding Your Service Business Opportunities

Contents About This Services Guide................................................. 1 The Value of Services....................................................... 2 The Cisco Lifecycle Services Approach.................................... 2 Cisco Smart Services for Small and Medium Business.... 3 Choosing the Right Solution... 4 Cisco Smart Care Service: A Comprehensive Networkwide Service.... 4 Cisco SMARTnet Service: A Resale Operate Service........................... 5 Cisco Smart Foundation Service: Excellent, Essential, Entry-level Support...... 6 Choosing the Right Service for Your Customer.... 6 Service Needs: Responsive to Proactive........................................ 7 Network Importance: Important to Mission Critical.............................. 7 Preferred Provider: Primary Services Delivered by Cisco or Partner............ 8 Coverage Preference: Device-level or Network-level Coverage... 8 Advance Hardware Replacement: 2-Hour, 4-Hour, or Next Business Day........ 8 Customer Scenarios........................................................ 9 Resources to Help Partners Sell Cisco Smart Services for Small and Medium Business.......................................................... 10 Next Steps for Growing a Service Business.... 12 Strategies for Selling Cisco Smart Services for Small and Medium Businesses.... 12 Important Links............................................................ 14

Services Guide About This Services Guide This services guide is designed to help Cisco partners, including owners, managers, and sales staff accelerate their success with small and medium-sized business customers by selling the Cisco Smart Services for Small and Medium Business portfolio. This services guide helps partners understand the options for small and medium business, how to position the services, and how to recommend the appropriate services based on customer needs. Cisco Smart Services for Small and Medium Business includes Cisco Smart Care Service, Cisco SMARTnet Service, and Cisco Smart Foundation Service. This services guide is part of an ongoing Cisco effort that includes training, tools, demand generation activities, and incentive and rebate programs designed to help partners accelerate their service practice profitability. For more information about available programs and resources, visit the Cisco Services Accelerate Program Website. 1

Cisco Smart Services for Small and Medium Business can help partners: Enhance cash flow and margins Penetrate new markets Improve competitive advantage Increase customer retention Expand the customer relationship Cisco Smart Services for Small and Medium Business can help customers: Lower the total cost of network ownership Increase network availability Improve business agility Speed access to applications The Value of Services Services can be an important aspect of a partner s business and should be included in every proposal for a network solution as part of a complete offer. Services can help partners enhance cash flow and margins, penetrate new markets, improve competitive advantage, increase customer retention, and expand the customer relationship. A recent Cisco survey indicated that as much as two-thirds of a partner s revenue and profit can come from services. The greater the percentage that services represent of the overall revenue stream, the higher the overall profit margins (Figure 1). Every Cisco partner can offer a mix of services to increase their potential for generating higher profit. Figure 1. Services Increase Partner Margins The Cisco Lifecycle Services Approach 30% Partner Margins 20% 10% 0% <20% 21 40% 41 60% 61 80% >80% Services as a % of Total Business Mix Source: BestPerformer Benchmark 2006 Report, www.service-leadership.com The Cisco Lifecycle Services Approach Prepare Optimize Cisco partners are in an excellent position to understand customer business issues and help them address their challenges with technology solutions. Whether customers need to augment their in-house IT staff, manage their hosted or on-premises network, or require assistance in designing and installing custom applications and IT systems, Cisco partners can act as trusted advisors, guiding customers toward the solutions that best meet their needs throughout the network lifecycle. Develop a business case for a technology investment Plan Assess readiness to support proposed solution Achieve operational excellence through ongoing improvements Operate Maintain network health through day-to-day operations The network lifecycle refers to the overall phases or stages a network goes through as new products and technologies are added to it and as it matures. This approach defines the minimum set of activities needed, by technology and by network complexity, to help customers and partners successfully deploy and operate Cisco technologies and optimize their performance throughout the lifecycle of the network. The Network Lifecycle: Cisco and Partners Working Together Design Create a detailed design to address business and technical requirements Implement Deploy new technology The unique Cisco Lifecycle approach to services defines the requisite activities at each phase of the network lifecycle to help ensure service excellence. With a collaborative delivery methodology that joins the forces of Cisco, our skilled network of partners, and our customers, we achieve the best results. The Cisco Lifecycle Services approach is a collaborative delivery methodology that joins the forces of Cisco, its skilled network of partners, and its customers to achieve the best results. Cisco brings these services to market in several ways (Figure 2): Cisco Services are those services sold by Cisco or by the partner that are delivered by Cisco. Collaborative services are sold by partners and delivered by the partner and Cisco collaboratively. Partner services are sold and delivered by the partner. 2

Services Guide Figure 2. Cisco Services Sales and Delivery Approach Cisco Services Collaborative Services Partner Services Sold by Cisco or Partner, Delivered by Cisco Sold by Partners, Delivered by Partner and Cisco Collaboratively Sold and Delivered by Partner In the prepare, plan, design, and implement phases of the network lifecycle, the services are developed by the partner, while Cisco provides a suite of tools, methodologies, and resources to enable partners to offer these important services. In the operate and optimize phases of the network lifecycle, partners can resell Cisco Services or engage in a collaborative approach to deliver the necessary services (Figure 3). Figure 3. Enabling Partner Service Offerings throughout the Network Lifecycle Prepare, Plan, Design, and Implement Operate Optimize Partner Services Cisco Services Collaborative Services Partner Services Partner Enablement Cisco Smart Services for Small and Medium Business Cisco Smart Care Service provides partners with an innovative business model that provides opportunities to increase profitability and growth by combining Cisco s networking expertise and leading practices with the partner s business knowledge and personalized service, giving customers a consistently excellent service experience. The right service can help small and medium-sized businesses realize the full potential of their network investment. Cisco Smart Services for Small and Medium Business are a portfolio of services designed to meet the different preferences and needs of small and medium-sized business customers in the operate and optimize phases of the network: Cisco Smart Care Service is a comprehensive networkwide service that combines technical support with proactive monitoring, assessments, and remote repairs to keep networks secure and running optimally. Cisco SMARTnet Service is an award-winning technical support service that offers direct, anytime access to Cisco engineers and extensive technical resources. Cisco Smart Foundation Service is an entry-level technical support service that provides the support small businesses need to help them maintain network reliability and minimize disruption to their business. 3

Cisco Smart Services for Small and Medium Business provide partners with a range of options from resale to jointly delivered collaborative services, which can complement their current capabilities, better support their customers needs, and help increase their profitability. Choosing the Right Solution Partners can choose to offer a Cisco brand service such as Cisco SMARTnet Service or Cisco Smart Foundation Service to quickly and easily bring a new service into their practice with valuable return on that investment. Partners who choose to engage in a collaborative approach by offering Cisco Smart Care Service will realize a greater return on investment for the additional initial activities required to integrate this service into their service portfolio. In addition, partners need to assess customer requirements for customization of service on a device-by-device basis versus the ease of doing business provided by a networklevel coverage solution. Customers can choose to cover their entire network with an all-inclusive contract and a single level of service with Cisco Smart Care Service. Or they can choose the services they want on a device-by-device basis with Cisco SMARTnet Service or Cisco Smart Foundation Service. Device-by-device support services provide excellent protection for individual devices; however, they cannot provide insight into the overall health and security of the network or help businesses identify potential problems before they arise. Cisco Smart Care Service provides a cost-effective solution in an innovative service that combines networkwide technical support with ongoing network monitoring and proactive maintenance to deliver a comprehensive approach to the care and continuous improvement of a customer s network. The Cisco Smart Care Service offering is branded, sold, delivered, and supported by partners and backed by Cisco. This offering is sold exclusively as a Collaborative Service and customers can only acquire this collaborative service through a Cisco Certified partner. As customers upgrade their network, the service expands to cover the addition of advanced technologies, such as unified communications. This offers partners a platform for building a competitive set of services and for creating an annuity stream. Cisco Smart Care Service: A Comprehensive Networkwide Service Cisco Smart Care Service is a comprehensive networkwide service that combines technical support with proactive monitoring, assessments, and remote repairs to keep networks secure and running optimally. Target Customer Sales and Delivery Features Businesses with 50 600 network users and 5 to 105 devices Network is critical to business Limited IT expertise; wants network-level coverage Partner delivered, collaborative service Proactive network-wide monitoring, assessments, and notifications Advance hardware replacement: next business day (NBD)/same day ship, 4-hour Software application updates Partner access to Cisco Technical Assistance Center (TAC) 24 hours a day, 7 days a week Cisco.com knowledge base and Smart Care portal Operating system software updates and upgrades For more information, visit the Cisco Smart Care Service Website. 4

Services Guide Cisco SMARTnet Service: Direct Anytime Access to Cisco Expertise Cisco SMARTnet Service is an award-winning 1 technical support service that offers direct, anytime access to Cisco engineers and extensive technical resources. Cisco SMARTnet Service delivers rapid issue resolution, flexible device-by-device coverage, and premium service options to help maximize operational efficiency. Target Customer Sales and Delivery Features Any size business, any number of Cisco devices Network is critical to mission critical Skilled IT staff who require direct access to Cisco engineers and want flexible device-level coverage for all network devices Cisco delivered, Cisco service Advance hardware replacement: NBD/same day ship, 2-hour, 4-hour and/or onsite parts replacement and installation Direct customer access to Cisco TAC 24 hours a day, 7 days a week Cisco.com knowledge base and tools Operating system software updates and upgrades For more information, visit the Cisco SMARTnet Service Website. Cisco also provides Cisco SMARTnet Service for Smart Business Communications System (SBCS) for customers with the Cisco SBCS and up to 48 network users. This solution is designed for customers who want direct, anytime access to Cisco engineers for rapid issue resolution and complete, solutions-level technical support. This offering includes global access to the Cisco TAC 24 hours a day, 7 days a week; next business day/same day ship advance hardware replacement (premium options available such as 2-hour and 4-hour replacement); ongoing software application and operating system software updates and upgrades; and access to the extensive Cisco.com knowledge base and tools. For more information, visit the Cisco SMARTnet Service for SBCS Website. 1 Cisco has been presented with several awards for various aspects of its technical service offerings. To view awards, visit www.cisco.com/en/us/products/svcs/service_awards_and_recognitions_list.html 5

Cisco Smart Foundation Service: Excellent, Essential Entry-Level Support Cisco Smart Foundation Service 2 is an entry-level technical support service that provides the support small businesses need to help them maintain network reliability and minimize disruption to their business. Target Customer Sales and Delivery Features Businesses with data-only networks, SMB-class products, and fewer than 250 network users (~50 or fewer network devices) Network is important, but not mission critical, to business Needs responsive support with device-level coverage that meets budget requirements Cisco delivered, Cisco service Advance hardware replacement: NBD/same day ship Cisco SMB TAC call back service (SMB TAC engineer responds to service requests within one business day) Cisco.com SMB knowledge base Online network troubleshooting tools designed for SMBs Operating system software updates for bug fixes For more information, visit the Cisco Smart Foundation Service Website. Choosing the Right Service for Your Customer Cisco Smart Services for Small and Medium Business provide partners with a range of options from resale to jointly delivered collaborative services. To determine the right services for your customer, it is important to explore each customer s criteria in terms of service needs, network importance, preferred provider, coverage preference, and hardware replacement (Table 1). Table 1. Criteria for Defining the Right Service Service Criterion Service Needs Network Importance Preferred Provider Coverage Perference Hardware Replacement Range of Choices Responsive or proactive Important, critical, or mission critical Primary services delivered by Cisco or partner Device-level to network-level 2-hour, 4-hour, or NBD/same day ship advance replacement 2 Cisco Smart Foundation Service is the new name for SMB Support Assistant. 6

Services Guide Service Needs: Responsive to Proactive Service needs refers to the type of service a customer requires based on their desire and ability to provide their own support internally. Customers might require a responsive or a proactive service. If your customer has a highly skilled IT staff with sufficient resources, then your customer is likely to need a responsive service that provides access to fast, expert help when network issues arise. If your customer has a limited IT staff or prefers to reduce the time and effort necessary to keep the network running optimally, then your customer might need a proactive service (Figure 4). Cisco Smart Services for Small and Medium Business provide your customers a range of options to fit these needs. Cisco Smart Care Service is a proactive service, and Cisco SMARTnet Service and Smart Foundation Service are responsive services. Figure 4. Selection by Service Needs and Network Importance Importance of Network Mission Critical Important Responsive Cisco SMARTnet Service Cisco Smart Foundation Service Service Needs Cisco Smart Care Service Proactive Network Importance: Important to Mission Critical It is important to determine how your customers perceive the importance of their network to the overall business (Figure 4). Cisco Smart Foundation Service provides costeffective coverage for important networks. Cisco SMARTnet Service provides fast issue resolution of mission-critical network issues. Cisco Smart Care Service provides dashboard visibility and technical support for your customer s entire Cisco network. 7

Preferred Provider: Primary Services Delivered by Cisco or Partner Customers might have a preference as to whether primary services delivery is provided by Cisco or the partner. Technical support can be provided directly by Cisco or by a Cisco Certified partner. Exploring your customer s provider preference will help you determine which Cisco Service is the right fit (Figure 5). Figure 5. Selection by Provider, Coverage, and Hardware Replacement Preferences Delivered by Cisco Device Coverage 2-hr, 4-hr, or NBD/Same Day Ship Replacement Mission Critical Important Cisco SMARTnet Service Cisco Smart Foundation Service Cisco Smart Care Service Delivered by Partner Network-Level Coverage NBD/Same Day Ship or 4-hr Replacement Delivered by Cisco Device Coverage NBD/Same Day Ship Replacement Responsive Proactive Coverage Preference: Device-Level or Network-Level Coverage Partners need to assess customer preference in terms of the degree of customization of service on a device-by-device basis versus the ease of doing business provided by a network-level coverage solution. Customers can choose to cover their entire network with an all-inclusive contract and a single level of service with Cisco Smart Care Service. Or they can choose the services they want on a device-by-device basis with Cisco SMARTnet Service or Cisco Smart Foundation Service (Figure 5). Advance Hardware Replacement: 2-Hour, 4-Hour, or Next Business Day/Same Day Ship Should a network device need to be replaced, customers can take advantage of fast advance hardware replacement. Cisco Smart Foundation Service provides next business day/same day ship advance hardware replacement. Cisco Smart Care Service provides next business day/same day ship or 4-hour advance hardware replacement. Cisco SMARTnet provides a choice of 2-hour, 4-hour, or next business day/same day ship replacement. (Figure 5). Putting It All Together Cisco Smart Services for Small and Medium Business provide a range of options to help you provide a service that meets the needs of your individual customers. Table 2 provides a summary of how each of these Cisco services addresses the five selection criteria. 8

Services Guide Table 2. Service Options that Meet Customer Needs Service Criterion Cisco Smart Care Service Cisco SMARTnet Service Cisco Smart Foundation Service Service Needs Proactive Responsive Responsive Network Importance Critical Critical to mission critical Important Preferred Provider Partner Cisco Cisco Coverage Perference Network Device Device Hardware Replacement NBD/same day ship or 4-hour 2-hour, 4-hour, or NBD/same day ship NBD/same day ship Customer Scenarios Customer scenarios can help sales staff learn how to apply the service selection criteria to a specific customer scenario. The following are scenarios for each offering. Customer A Service needs: Proactive Network importance: Critical Preferred provider: Partner Coverage preference: Network-level Hardware replacement: NBD Customer Scenario A: Cisco Smart Care Service Customer A has a network with 400 users with 80 network devices. Their network is critical to operations, and they need support for an expanded network because of a recent acquisition. Customer A is also concerned about network security and availability and is interested in network-wide, proactive support. In the next fiscal year, the customer plans to add voice over IP (VoIP). The customer has a small IT group that manages day-to-day operations of everything from desktop applications to the network. The customer has been working with a single Cisco partner that has been providing network planning and design solutions for several years. The recommended solution for this customer is Cisco Smart Care Service. Cisco Smart Care Service provides the proactive, network-level coverage the customer needs that is essential to maintaining a network critical to business operations. Customer A has a strong relationship with the partner, and so it makes sense to recommend a solution that allows the customer to continue this strong partnership. In addition, the 400 network users fits within the Smart Care range of 50 to 600 users and 5 to 105 network devices, and Smart Care assessments can help the customer monitor security and availability and address problems through support from the trusted partner. 9

Customer Scenario B: Cisco SMARTnet Service Customer B has a mission-critical network with 900 users with 150 Cisco devices on the network. The customer needs the flexibility to pick and choose the degree of service coverage on different devices and wants a direct support relationship with the manufacturer 24 hours a day, 7 days a week. In the future, Customer B plans to further expand its Cisco Unified Communications and Cisco CallManager platform to include its international offices. The customer has a skilled IT staff with networking experience and Cisco certification. The customer is working with two incumbent partners: one for data and one for unified communications. The best solution for Customer B is Cisco SMARTnet because it provides responsive service to the skilled in-house team of IT professionals to handle technical issues when they arise. Because the network is mission critical, Customer B needs the rapid response and the direct access to Cisco engineers that Cisco SMARTnet provides, and it gives Customer B the flexibility it needs to choose coverage on a device-by-device basis. Customer Scenario C: Cisco Smart Foundation Service Customer C has 150 employees with 30 Cisco network devices, and its network is used for data only. This customer needs service for essential network support, which it would like supplemented by partner services when needed on a per-project basis. The customer wants to focus service on running the network reliably and minimizing disruption to business and has no plans to add new major features. The customer has a limited budget and wants to contain costs as much as possible. Customer C s future plans include adding instant messaging and Salesforce.com. The IT organization consists of one full-time person responsible for managing day-to-day operations from desktop applications to the network. This customer works with multiple partners, chosen largely based on price. The right solution for Customer C is Cisco Smart Foundation Service because it provides a cost-contained essential service to quickly resolve routine issues that might arise in the company s data-only network (supporting a user population fewer than 250). Smart Foundation Service is an excellent fit because the customer does not require operating system upgrades and has limited staff that needs assistance in maintaining availability and reliability. Cisco Smart Foundation Service is an easy, affordable way for SMBs to get help to quickly resolve routine issues that might arise when using the Cisco SMB-class line of products. Resources to Help Partners Sell Cisco Smart Services for Small and Medium Business Cisco provides resources to help partners improve their ability to sell, deliver, and support Cisco technologies and solutions. Steps to Success is a web-based resource that provides Cisco partners with stepby-step methodologies for selling and delivering service and support throughout the network lifecycle. The Steps to Success portal is divided into technology areas, with the step-by-step tasks for selling, deploying, and supporting each technology presented by lifecycle phase. Partners can download a full complement of resources, from how-to-sell and why-to-buy presentations, to tools, templates, checklists, guides, manuals, articles, case studies, Q&As, and white papers. For more information visit the Cisco Steps to Success website. 10

Services Guide Cisco Smart Business Roadmap is a framework that enables partners to build long-term relationships with their customers by helping them develop a technology roadmap based on their business needs today and their goals for the future. The Smart Business Roadmap includes three important tools to define and present a network plan to the customer: the Discovery Guide, the Value Assessment Guide, and the Solutions Recommendations Guide. The Discovery Guide helps to identify and prioritize the customer s top business challenge. The Smart Business Roadmap Value Assessment Guide provides in-depth guidance on understanding in more detail the customer s top business challenge, how far along the customer is in implementation, and capabilities to address those business challenges. The Value Assessment Guide also helps to determine the evolution phase of the customer s network: foundation, growth, or optimized. The outcome from the Discovery Guide and Value Assessment guide is used by the Solutions Recommendations Guide to formulate a recommended technology solution roadmap to address the customer s immediate and long-term business needs and to help the customer plan for the evolution of the network. For more information, visit the Cisco Smart Business Roadmap website. The Planning, Design, and Implement (PDI) Help Desk provides Cisco Unified Communications and Advanced Technology Provider (ATP) partners with remote support resources during a solution s planning, design, and implementation phases. It gives partners access to experts who can share Cisco design principles, rules, and best practices to help ensure a successful deployment of complex Cisco Unified Communications solutions. The goal of the PDI Help Desk is to fill the support gap for the partner between presale support provided by the Cisco channels account team and the postproduction services offered by the Cisco TAC. For more information visit the PDI Help Desk website. Cisco Partner Education Connection (PEC) provides partners training opportunities to increase their technical readiness. The PEC offers certification programs, access to lab practice methods, and technology-specific information. The PEC also offers resources to advance partner competitive positioning, assessment opportunities to focus training activities, and programs to help partners develop a specialization. For more information, visit the Partner Education Connection website. Cisco E-Consulting for Partners is an automated process that measures and assesses a channel partner s sales and delivery capabilities against its industry peers and leading practices and then provides customized recommendations and suggested activities to address any gaps. Features include the Partner Dashboard, which provides a quick summary of a partner s profile and key performance metrics in a consistent, easy-to-read format. Findings and Recommendations prioritize key findings based on a partner s assessment and provides customized recommendations for each of the identified areas of opportunity. The Improvement Tracking section provides a summary of a partner s key improvement areas so that it can track its progress over time. For more information, visit the Cisco E-Consulting for Partners website. 11

The value of Cisco Smart Services for Small and Medium Business to partners: Better supports small and medium business customers needs Increases opportunities for higher partner profitability Offers a broad range of service options from resale to jointly delivered collaborative services Complements partners current capabilities The Cisco Partner Field Guide is designed to provide leading practices, primary performance indicators, and a roadmap to establish successful business growth for all Cisco partners. The guide provides guidelines that will help you build your business with greater profitability and customer satisfaction. The guide will also help you locate the Cisco tools, templates, and programs available to help you achieve your business growth goals. For more information, visit the Cisco Partner Field Guide website. Next Steps for Growing a Service Business Cisco Smart Services for Small and Medium Business provide owners and managers opportunities to complement current capabilities, better support customer needs, and help increase profitability. Make sure sales teams have easy access to information about Cisco Smart Services for Small and Medium Business. Encourage your sales staff to use Cisco resources to help them sell Cisco Smart Services for Small and Medium Business. Take note of the following important information: Cisco Smart Care Service is available to partners with the following certifications and specializations: Certifications: Select or Premier Specializations: voice, security, wireless, routers, and switches Cisco Smart Foundation Service is available as Cisco Brand Resale only. Strategies for Selling Cisco Smart Services for Small and Medium Business Cisco Smart Services for Small and Medium Business can help sales staff improve sales productivity and customer satisfaction. Be sure to emphasize the value to customers of the Cisco Smart Services for Small and Medium Business portfolio. Allows customers to select the right service to meet their technology and business needs Complements customers existing IT support capabilities Provides choice in how customers want service delivered Make sure you understand the differences between the various Cisco Smart Services for Small and Medium Business. 12

Services Guide Take time to internalize the five criteria and decision parameters for selecting the right service: service needs, network importance, preferred provider, coverage preference, and advance hardware replacement. If you invest time in understanding the positioning of the various services, you will be able to act as a trusted advisor to your customers by recommending the best solution for their needs. Review the customer scenarios to learn how to apply the service selection criteria to a specific customer scenario. Take time to familiarize yourself with Cisco Services resources. Cisco helps augment your capabilities by providing leading practices, tools, and knowledge transfer that can help you to have more repeatable, successful, and profitable customer engagements. Repeatable leading business practices include methodologies by technology and segment, business-building tools and templates, e-learning, and practice-building guide books. 13

Important Links Cisco Services Accelerate Program www.cisco.com/go/accelerate Cisco Services for Small and Medium Business www.cisco.com/web/partners/sell/smb/products/services.html#~acc~selling-services Cisco Smart Care Service www.cisco.com/go/smartcare Cisco SMARTnet www.cisco.com/go/smartnet Cisco Smart Foundation Service www.cisco.com/go/smartfoundation Lifecycle Services Website www.cisco.com/en/us/products/ps6890/serv_category_home.html Cisco Partner Central www.cisco.com/web/partners/index.html Cisco Services for Partners www.cisco.com/web/partners/services/index.html Cisco Smart Business Roadmap www.cisco.com/web/partners/sell/smb/tools_and_resources/smart_business_roadmap.html Legal Contract Service Descriptions www.cisco.com/go/servicedescriptions 14

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