Interview with Cisco’s Doug Pluta: Social Media Pacesetter Practices
TSIA’s Technology Services World is just around the corner, May 5-7 at the Santa Clara Convention Center. On the opening day of the conference, we are doing a flight of Pacesetter sessions, with presenters from some of our most progressive members giving insight into successful programs. Topics include customer experience, analytics and automating service delivery. I’m hosting a session on Social Media for Support, with two Pacesetting members, Doug Pluta, Project Manager, Cisco; and Tim Lopez, Social Support Manager, Symantec.
I became familiar with Doug when he published a white paper on social media monitoring, “How Cisco Services Uses Social Media Listening to Improve Internal Efficiencies and Customer Support.” As supporting customers via social channels enters the maintstream, I’ve started receiving more inquiries on how to include social media and communities in voice of the customer programs. At most companies, this is still in the marketing domain, but service is increasingly including social in survey and voice/text analysis work. Here’s a link to Doug’s paper:
Last week Doug and I had a chance to talk, and I wanted to share our conversation with you. Here’s how it went:
John: Thanks so much for agreeing to participate in our Pacesetter Session on Social Media in Service!
Doug: Thanks for asking me John. We’re doing some exciting social media projects within Cisco’s Technical Services unit, and we’re happy to share our experiences with the Eye on Services blog.
John: I’ve been reading your whitepaper, “How Cisco Services Uses Social Media Listening to Improve Internal Efficiencies and Customer Support.” Most B2B companies think that monitoring social media conversations is a marketing job, but you make a good case for why service executives should care about this too. Can you talk about that?
Doug: This effort has been in the works for over two years now. During that time we’ve focused on developing a working process that includes stakeholder buy-in and executive support. Our outage and disaster monitoring initiative has been recognized by our executive team as a strategic resource that is vital to our ability to service our customers in a proactive way. The work we do with other internal stakeholders is consistently recognized as an important contributor to our ongoing conversations about improved service to our customers and Ease of Doing Business initiatives.
John: I’m very pleased to see you’ve actually developed a process for social listening, the “Social Sentiment Internal Engagement Process.” How did this process come about, and can you describe some of the key process steps?
Doug: Cisco Technical Services has been keenly focused on enhancing internal stakeholder engagements and this includes using Social Media listening as an important data point. Initially, we did not need to seek out stakeholders. The first groups we engaged were asking for this data and the Customer and Business insight (CBI) group recognized the opportunity to provide this type of data along with traditional survey data. Social Sentiment is one of several “Listening Channels” that provides solicited and unsolicited customer sentiment data to several key internal stakeholders. Our expectation is that we will increase our stakeholder base and continue to evolve our data sets.
John: In the whitepaper, you document both internal and external impacts of the program. Great to see you measuring results! Can you highlight some of the impacts for our readers?
Doug: Over the last year, Social Sentiment has moved from being a data provider to also providing robust analysis. This includes more detailed information that follows the history of cases and how they were ultimately closed. For instance, we did a detailed analysis on one of our internal content developers. Their audience is significantly large and they have a direct impact on Cisco’s Technical Services unit. With the level of analysis that we provide, we can tell them the top areas of the business that are seeing more negative social sentiment and even which products are being impacted. This allows them to focus their efforts on content that is generating readership and is important enough for people to mention in Social Media.
John: One of the questions I receive from TSIA members is how do you know which social channels to monitor. Do you have any guidance on deciding where to focus your attention?
Doug: The Social Sentiment team gets the best data from Forums and Twitter. Forums provide us with the detailed history that we need to develop metrics that can drive action through a business unit. Twitter gives us the emotion that we need to gauge acceptance (or not) of new or existing tools and processes and of course to find out about any Twitter-based outage or disaster mentions that we can leverage to the benefit of our customers.
John: Thanks for taking the time to speak with me, and I look forward to seeing you in Santa Clara!
Doug: Thanks again for asking me John. I’d like to recognize my teammates Michele Budden and Angela Wilson for the cutting-edge work they’re doing within the Social Sentiment team.
Thanks to the whole Cisco team, and thank to you for reading! Hope to see you in Santa Clara!