Customer Satisfaction Process
@
EMC
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Agenda
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EMC – Company profile

The CSAT Bureau
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Periodic / Event Surveys
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Walker information

Satmetrix

The SmartLoyalty application
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Conclusions

Q&A
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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).
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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
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EMC Customer Satisfaction Research Bureau
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
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What does the bureau do with the data?

Incorporate data into customer intelligence
information

Provide guidance for EMC’s tactical and
overall strategic goals.
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EMC Customer Satisfaction Surveys
CSAT Data Collected by Independent Organizations
Contracted for complete Global Survey administration
Database management, independent interviewing,
Data Analysis, and Reporting
Global EMC Customer Satisfaction Surveys
Walker Information & Global Partners
Indianapolis, Indiana
1999 – current
Customer Support Center Event Survey
SatMetrix
Santa Clara, California
1999 - current
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Customer Survey Methodology
Relational / Loyalty
Annual - customers’ perception over time period
Broad in scope (shotgun)
Total Customer/Vendor Relationship and Loyalty
Transactional / Event-driven
Event-driven with tactical focus – ‘time’ a key factor
Directed to the known ‘user’ (trip wire)
Conduct detailed investigation of a single process / event
Highlights small changes in quality that may not be identified
in a relationship survey.
Target / Product
Specific user population targeted (scoped rifle)
Definitive performance measures
Explicit product feedback
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EMC LOYALTY Model Hierarchy
Customers’ Experiences with EMC
+
= Influence Future
Behaviors Toward EMC
Overall Perceptions of EMC
Processes
Overall Measures
(Experiences)
Products
Software
Professional Services
Customer Service
Sales
Systems Engineers
Billing/Finance
Problem Resolution
(Attitudes)
Attitudes
Value
Overall EMC Sat.
Cost of Ownership
Expectation Level
Company Images
• Customer Focused
• Industry Leader
Behavioral
Intentions
*Loyalty
Recommend EMC
Purchase Additional
Storage Products
Use EMC PS Again
Loyalty:
Customer commitment and
likelihood to continue to use EMC
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Suite of performance measurement /
customer feedback programs
 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
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EMC Customer Satisfaction Measurement
Framework
T A C T I C A L
EMC
Customer
Phone
Survey Data
Collection
Account
Survey
Response
Data
Follow Up Incident
Management
EMC
Account
Teams
&
Account
Detail Reporting
Corporate
Functions
Close
the
Loop
Internet
Analysis
S t r a t e g I c
Continuous
Improvement Process
&
Reporting
S t r a t e g I c
Personal & Functional
Accountability
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Corporate
Communications
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Customer Satisfaction Survey Process Overview

Customer base identification
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Questionnaire & process development
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Invitation

Customer survey interview
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Follow-up activities

Summary / detail / analysis reports
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EMC Customer Satisfaction
Surveys
5-point Satisfaction Rating Scale
Respondent Evaluation
Choices:
Very Satisfied
EMC :
Total
Satisfied %
Dissatisfied
TOP BOX
Measure
Satisfied or Better
Mesure
Satisfied
Somewhat Satisfied
SCP:
Total
Dissatisfied %
Very Dissatisfied
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Global Customer Satisfaction Survey
Periodic
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
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EMC Global Customer Satisfaction Survey
Questionnaire Categories
EMC Company
Sat / Quality
Images
Loyalty
Ease of Doing Business
Intentions:
Recommend EMC
Continue to Use
Purchase Additional
Cost / Value
Demographics
Open-end Comments
Areas
Products / Platforms
(BMT–Specific Measures)
Storage Software
Sales
Customer Service /
Support
Professional Services
Billing & Invoicing
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Customer Support Center Survey
Transaction
3 days post Central Support engagement
 Global, bi-weekly survey waves
 2 Survey Targets:
External - end-user customer
Internal – 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..
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EMC Customer Support Center Survey
Questionnaire Evaluation Attributes

Overall Satisfaction with the support EMC provided
on this case
1.
2.
3.
4.
5.
6.
7.
8.
Time it took to obtain appropriate technical resource
Technical skill of support reps handling this case
Professionalism of support reps handling this case
Effectiveness of problem resolution
Time it took for your problem to be resolved
Sense of urgency EMC applied to this case
Timeliness of Updates received
Overall Satisfaction with EMC PowerLink
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Event Surveys Tied to Performance Appraisal
EMC Customer Satisfaction Survey
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
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Module 1:
The EMC SmartLoyalty Overview
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SmartLoyalty
Customer 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
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What Happens next?
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Surrounding EMC customers with a suite of Listening Posts

GLOBAL CUSTOMER SATISFACTION
RELATIONSHIP / LOYALTY Survey
(CSAT)


CUSTOMER SUPPORT
CENTER
PRODUCT INSTALL
QUALITY

PROFESSIONAL
SERVICES / TSG

EMC / PARTNER
SERVICE SUPPORT
EMC

PRODUCT SPECIFIC

GLOBAL ACCOUNTS

INTERNALOperations performance
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EXTERNAL - Company
Comparative performance
to competition
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