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B2B - 03 - EMC2 Case

EMC is a leading data storage and information management company that has transitioned from focusing on a single product line and large corporate clients to selling over 4,000 hardware, software, and services products to diverse customers including small businesses. Key issues for EMC include translating their high-touch customer service model to smaller customers, understanding how replacing physical interactions with digital affects their consultative sales, managing their VAR sales model, and developing ongoing customer satisfaction tracking to improve retention. The document analyzes how to further embed customer centricity at EMC and calculate the ROI of these efforts over time as the marketplace changes.

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Yash
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44 views

B2B - 03 - EMC2 Case

EMC is a leading data storage and information management company that has transitioned from focusing on a single product line and large corporate clients to selling over 4,000 hardware, software, and services products to diverse customers including small businesses. Key issues for EMC include translating their high-touch customer service model to smaller customers, understanding how replacing physical interactions with digital affects their consultative sales, managing their VAR sales model, and developing ongoing customer satisfaction tracking to improve retention. The document analyzes how to further embed customer centricity at EMC and calculate the ROI of these efforts over time as the marketplace changes.

Uploaded by

Yash
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Synopsis

1. EMC: World’s leading data storage hardware and information management Software Company.
2. BJ Jenkins (EMC’s sr. VP Global marketing) reflects on past three decades and looks ahead to the
future.
3. Earlier: Highly dependent on one product line: data storage
4. Now: sells 4000+ products(hardware, software, services related to storage, management and
protection of data)
5. Earlier focus: On few large corporate clients
6. Now selling to diverse customer base including small businesses and individual customers

Issues

1. Key competitive advantage: Customer centricity


2. Translate platinum service levels (earlier designed to appeal to world’s largest companies) to
small businesses & B2C customers.
3. Understand how replacement of physical interaction with digital interaction in consultative
selling process affects EMC’s business
4. Managing VAR sales model (distances EMC from its customers)
5. Develop an ongoing measurement & tracking system for customer satisfaction to predict
customer retention & drive customer relationship strategy
6. Key issue: strategic & tactical decisions in sales management & customer management strategy
in B2B technology setting

Analysis

1. Map customer centricity at EMC (Need for customer centricity to be embedded in corporate
mission and culture, people and organizational structure and business strategies, processes and
practices)
2. Calculate ROI of customer centricity over time (Is it a sustainable competitive advantage in
rapidly changing marketplace?)
3. Impact of social media: High tech replacing high touch?)
4. Recommend action plan for EMC: Customer centricity efforts to better support goals of
customer acquisition and retention

Also…

1. Metrics and Incentives need to be redesigned to reward customer centric behavior; new metrics
must be developed and measured – “ What you measure is what you get”
2. Customer centric metrics could be:
a. Customer satisfaction index
b. Customer lifetime value
c. Customer retention & churn
ROI

1. Apart from the financial view of ROI additional aspects could be:
a. Price sensitivity of customers: Changes to be monitored
b. Fluctuations in Sales & profitability
c. Continued success of lower priced ( Or differently prices) competitors

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