1 11 emc restricted confidential customer satisfaction process @ emc

111EMC RESTRICTED CONFIDENTIAL

Customer Satisfaction Process @

EMC


Agenda

EMC – Company profile

The CSAT Bureau

Periodic / Event Surveys

Walker information

Satmetrix

The SmartLoyalty application

Conclusions

Q & A


EMC Corporation Profile

Leader in products, services, solutions for information storage & management.

Provide more efficient ways to manage, protect, and share information.

We reduce cost & complexity of managing information as it changes value through the information lifecycle (ILM).


Sample list of EMC customers

NTT Docomo – Japan – Telecommunications

Merril Lynch – U.S. - Financial Services

Glaxo Smithkline – Pharmaceuticals

Audi – Germany - Auto Manufacturing

BUPA – UK - Healthcare

Iron Mountain – U.S. – Data archiving


Mission

Provide forums to acquire the following data worldwide:

Customer satisfaction

Customer relationship

Customer loyalty data

Direct user feedback of EMC products and support processes

EMC Customer Satisfaction Research Bureau


What does the bureau do with the data?

Incorporate data into customer intelligence information

Provide guidance for EMC’s tactical and overall strategic goals.


EMC Customer Satisfaction Surveys

Global EMC Customer Satisfaction Surveys Walker Information & Global Partners Indianapolis, Indiana 1999 – current

Customer Support Center Event Survey SatMetrix Santa Clara, California 1999 - current

CSAT Data Collected by Independent Organizations

Contracted for complete Global Survey administration Database management, independent interviewing, Data Analysis, and Reporting


Customer Survey Methodology

Relational / LoyaltyAnnual - customers’ perception over time periodBroad in scope (shotgun) Total Customer/Vendor Relationship and Loyalty

Transactional / Event-drivenEvent-driven with tactical focus – ‘time’ a key factorDirected to the known ‘user’ (trip wire)Conduct detailed investigation of a single process / eventHighlights small changes in quality that may not be identified

in a relationship survey.

Target / ProductSpecific user population targeted (scoped rifle)Definitive performance measures Explicit product feedback


EMC LOYALTY Model Hierarchy

Recommend EMCPurchase Additional Storage ProductsUse EMC PS Again

ValueOverall EMC Sat. Cost of OwnershipExpectation LevelCompany Images• Customer Focused• Industry Leader

Overall Measures(Attitudes)

Processes(Experiences)

BehavioralIntentionsProducts

SoftwareProfessional ServicesCustomer ServiceSalesSystems EngineersBilling/FinanceProblem Resolution

*Loyalty

Loyalty: Customer commitment and

likelihood to continue to use EMC

Attitudes

Customers’ Experiences with EMC

+ = Influence Future Behaviors Toward EMC Overall Perceptions of EMC


Measure external and internal perspectives

Consistent processes

Proven market science models

Use independent research firms

Closed-loop follow up process

Information reporting up to executive level

Suite of performance measurement /

customer feedback programs


EMC Customer Satisfaction Measurement Framework

Continuous Improvement Process

Corporate Communications

S t r a t e g I c S t r a t e g I c

Personal & Functional Accountability

Analysis&

Reporting

AccountSurvey

Response Data

EMC Account

Teams&

Corporate Functions

Account Detail Reporting

Follow Up Incident Management CloseClose

thetheLoopLoop

T A C T I C A L

Survey Data Collection

EMC Customer Phone

Internet


Customer Satisfaction Survey Process Overview

Customer base identification Questionnaire & process development Invitation Customer survey interview Follow-up activities Summary / detail / analysis reports


5-point Satisfaction Rating Scale

EMC :

Total Satisfied %

Total Dissatisfied %

EMC Customer Satisfaction Surveys

Respondent Evaluation Choices:

Very Satisfied

Satisfied

Somewhat Satisfied

Dissatisfied

Very Dissatisfied

SCP:

TOP BOX Measure

Satisfied or Better Mesure


Comprehensive Satisfaction, Relationship, & Loyalty survey

Census of EMC customer base Global reach – 30+ countries Conducted semi-annually Telephone, in native language of contact Conducted by independent organization

Response: 70 - 75%

Overall company sat, loyalty, image, product, Sales, SE, PS, Billing, Customer Service

The PRIMARY MEASURE of EMC and Global Service

Global Customer Satisfaction SurveyPeriodic


EMC Global Customer Satisfaction Survey

EMC Company Sat / QualityImagesLoyaltyEase of Doing Business

Intentions:Recommend EMCContinue to UsePurchase Additional

Cost / ValueDemographicsOpen-end Comments

Areas

Questionnaire Categories

Products / Platforms (BMT–Specific Measures)

Storage SoftwareSalesCustomer Service /

SupportProfessional ServicesBilling & Invoicing


Customer Support Center Survey Transaction 3 days post Central Support engagement

Global, bi-weekly survey waves 2 Survey Targets:

External - end-user customerInternal – EMC rep (support intermediary)

WEB survey Conducted by independent organization

30%+ Response

Evaluations and feedback from recently closed Customer Support Center cases. Overall Sat, Timeliness, Skill, Resolution, eBusiness..

The PRIMARY MEASURE of EMC Customer Support


EMC Customer Support Center Survey

Overall Satisfaction with the support EMC provided on this case

1. Time it took to obtain appropriate technical resource

2. Technical skill of support reps handling this case3. Professionalism of support reps handling this case4. Effectiveness of problem resolution5. Time it took for your problem to be resolved6. Sense of urgency EMC applied to this case 7. Timeliness of Updates received8. Overall Satisfaction with EMC PowerLink

Questionnaire Evaluation Attributes


EMC Customer Satisfaction Survey

Event Surveys Tied to Performance Appraisal

Customer Support Center Event Survey

• All completed Customer surveys are emailed real-time to EMC Support Center Management upon submission

• Surveys forwarded to applicable Team Manager

• Team manager follows up with customer within one week and documents action items

• Each completed survey is held in employee’s personnel folder for use during performance evaluations

• The performance evaluations include a section on Customer Satisfaction where information about the surveys is reviewed


Module 1:The EMC SmartLoyalty Overview


SmartLoyaltyCustomer Intelligence Information at your Fingertips

Web-based solution by Walker Information

Provides global EMC users 24X7 direct access to: Survey contacts database – updateable by multiple EMC orgs

Survey results located in linked databases

Survey results reporting functions with query / mining tools

Follow Up posting and reporting


What Happens next?


Surrounding EMC customers with a suite of Listening Posts

GLOBAL CUSTOMER SATISFACTION RELATIONSHIP / LOYALTY Survey

(CSAT)

PRODUCT INSTALL QUALITY

PROFESSIONAL SERVICES / TSG

EMC / PARTNER SERVICE SUPPORT

CUSTOMER SUPPORT CENTER

PRODUCT SPECIFIC

GLOBAL ACCOUNTS INTERNAL- Operations performance

EMC

EXTERNAL - Company Comparative performance to competition

1 11 emc restricted confidential customer satisfaction process @ emc

Documents

emc ps

value overall emc

customer commitment

loyalty loyalty

data archiving slide

reporting slide

data analysis

following data