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Customer Satisfaction Process @ EMC

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.

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Customer Satisfaction Process @ EMC

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  1. Customer Satisfaction Process @EMC

  2. Agenda • EMC – Company profile • The CSAT Bureau • Periodic / Event Surveys • Walker information • Satmetrix • The SmartLoyalty application • Conclusions • Q & A

  3. 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).

  4. 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

  5. Mission EMCCustomer Satisfaction Research Bureau Provide forums to acquire the following data worldwide: • Customer satisfaction • Customer relationship • Customer loyalty data • Direct user feedback of EMC products and support processes

  6. What does the bureau do with the data? • Incorporate data into customer intelligence information • Provide guidance for EMC’s tactical and overall strategic goals.

  7. 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

  8. 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

  9. EMC LOYALTY Model Hierarchy Customers’ Experienceswith EMC + = Influence Future Behaviors Toward EMCOverall Perceptions of EMC Processes (Experiences) Overall Measures (Attitudes) Behavioral Intentions Products Software Professional Services Customer Service Sales Systems Engineers Billing/Finance Problem Resolution • Value • Overall EMC Sat. • Cost of Ownership • Expectation Level • Company Images • Customer Focused • Industry Leader Recommend EMC Purchase Additional Storage Products Use EMC PS Again *Loyalty Attitudes Loyalty: Customer commitment and likelihood to continue to use EMC

  10. 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

  11. Close the Loop EMC Customer Satisfaction Measurement Framework TA C T I C A L Account Survey Response Data Follow Up Incident Management EMC Account Teams & Corporate Functions EMC Customer Phone Account Detail Reporting Survey Data Collection Internet Analysis & Reporting S t r a t e g I c S t r a t e g I c Continuous Improvement Process Corporate Communications Personal & Functional Accountability

  12. Customer Satisfaction Survey Process Overview • Customer base identification • Questionnaire & process development • Invitation • Customer survey interview • Follow-up activities • Summary / detail / analysis reports

  13. 5-point Satisfaction Rating Scale EMCCustomer Satisfaction Surveys Respondent Evaluation Choices: Very Satisfied Satisfied Somewhat Satisfied Dissatisfied Very Dissatisfied SCP: TOP BOX Measure Satisfied or Better Mesure EMC : Total Satisfied % Total Dissatisfied %

  14. Global Customer Satisfaction SurveyPeriodic 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

  15. 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

  16. 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.. The PRIMARY MEASURE of EMC Customer Support

  17. EMC Customer Support Center Survey Questionnaire Evaluation Attributes • Overall Satisfaction with the support EMC provided on this case • 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

  18. 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

  19. Module 1:The EMC SmartLoyalty Overview

  20. 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

  21. What Happens next?

  22. Surrounding EMC customers with a suite of Listening Posts RELATIONSHIP • GLOBAL CUSTOMER SATISFACTION RELATIONSHIP / LOYALTY Survey (CSAT) TARGET Surveys EVENT Surveys • PRODUCT SPECIFIC • CUSTOMER SUPPORT CENTER EMC • GLOBAL ACCOUNTS • PRODUCT INSTALL QUALITY CUSTOMER • INTERNAL- Operations performance • PROFESSIONAL SERVICES / TSG • EXTERNAL - Company Comparative performance to competition • EMC / PARTNER SERVICE SUPPORT

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