Salesmanship Helps Pepsi Bottler Win Over Users to Unified Communications
Unified communications technologies haven't caught on as expected, and even though IT managers report some solid productivity benefits, rolling out such new technologies can take some salesmanship at the IT level with end users.
Tue, March 09, 2010
Computerworld — Unified communications technologies haven't caught on as expected, and even though IT managers report some solid productivity benefits, rolling out such new technologies can take some salesmanship at the IT level with end users.
A case in point is a recent $1 million unified communications and voice over IP rollout at Raleigh, N.C.-based Pepsi Bottling Ventures -- an initiative that affected 3,000 employees at 30 locations as far away as Nevada and New York.
"In a project like this, you implement the UC technology pieces of course, but you have to put on the marketing hat and drum up excitement. A bit of salesmanship is involved for sure" to get full end user participation, said Pepsi Bottling's director of technology, Tommy Alexander, who has overseen a unified communications and VoIP rollout over the past year. "To get the benefit out of a UC system requires full participation."
The bottler and its systems integrator, Dimension Data, even created a marketing campaign to let end users know that something big was coming. The campaign used the slogan, "A new flavor of communication,'' which Alexander said helped "build up some suspense" for the unified communications rollout.
Most end users don't understand what unified communications systems are, much less the benefits they offer, which is why some marketing from IT was needed. For Pepsi Bottling Ventures, Dimension Data implemented VoIP technologies from Cisco Systems Inc. along with Microsoft Corp.'s Office Communications Server.
The particular unified communications technologies that Pepsi Bottling Ventures implemented include instant messaging, a click-to-dial system, desktop videoconferencing and unified voice mail capabilities. The new tools are winning praise from end users for improving worker efficiency, Alexander said.
Click-to-dial benefited the company as a whole because it did away with the need to maintain corporate directories, but Alexander said the IM system has probably been the biggest hit among end users because it offers "presence" information about colleagues.
"Being able to see now whether a colleague in Idaho is actively online or is away from his desk and plans on being back in two hours is a big thing," he said. "As we were growing bigger as a company, it allowed us to stay in touch."
Having acquired four smaller independent Pepsi bottlers in locations as far apart as Idaho, Nevada and New York in recent years, the company began looking for ways to centrally manage communications across its 30 locations in 2008. "Support and maintenance was quite challenging as we were continuing to grow," Alexander said.
