Bbm_group_08

EMC : Delivering Customer Centricity

Group Number 08 Deepak Kushwaha 015 Kaushalender K Varma 024 Bishal Ghosh 013 Rishabh Jain 038 Gagandeep Sarangal 016

5C ANALYSIS Company started by Richard Egan and Roger Marion in 1979. Initially they started with selling of office furnitures for making important connections with buyers. Once customer relationships were in place they launched technology products with an Idea “One size fits all”. Initially when EMC started IBM was the sole player, and as EMC grew so did its competitors. As time progresses the competitors were divided into two groups i.e. broad bases competitors like IBM and HP, the other as IT consulting competitors and other competitors like Hitachi and NetApp

The approach of the company was to create an aggressive sales culture, and undercut competitors prices. After sales purchases services were virtually non-existent. EMC one of the hottest company in US was in the verge of bankruptcy. Its stock was dropped to $7 per share.

EMC launched a new tag line EMC “ Where information lives”, which showcases their vision of helping companies in their information management and create values. EMC joined hands with cisco to create pre build bundles of hardware and software

Company’s process was committed to exceed customers expectations. The company invested heavily in research and development, and customers recognized EMC as a strategic partner who valued customer satisfaction and success.

PROBLEM STATEMENT -

The senior vice president of EMC, BJ Jenkins has been facing the following challenges which he might need to resolve and also maintain customer centricity. The issues that need to be resolved by the firm translating EMC’s platinum service levels, designed to appeal to the world’s largest companies, to small businesses and B2C customers.

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Moreover, the company has been looking to develop and rather replace the physical interaction with the digital interaction in the consultative selling process that shall affect EMC business.

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And finally to actually manage a VAR sales model that shall distances EMC from its customers.

Evaluation of Alternatives Low Tech

Customer Range : 1. Global 2500 Business. 2. Medium Size Business. 3. Small Business. 4. Individual Customers

Alternative 1 : Offer low tech service to all the customers and depend on high touch for selling. Alternative 2 : Offer high tech service to all the customers and minimise physical touch points for every customer segment. Alternative 3 : Offer high tech services to all the customers and varying physical touch points across customer segments.

Low Touch

High Touch

High Tech

Recommended Action Offer high tech services to all the customers and varying physical touch points across customer segments. ● ●

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Promote the products extensively on all the digital mediums. Take help on online community to spread awareness about product features and brand proposition. Global 2500 Business: Focus on both High touch and High tech engagement. Assign key account managers and dedicated product teams to coordinate and customize the products to achieve a WinWin strategy for both Customer and EMC. Offer customer service at utmost priority. Medium size business: Focus on High Tech and Medium Touch engagement. Use inside sales teams as first point of contact to generate leads and follow ups. Post primary engagement with inside sales team, employ sales team to finalise the deal. Small business: Focus on High Tech and Medium Touch engagement strategy. Employ inside sales team as first point of contact followed by field sales team. Individual customers: Focus on High Tech and Low Touch engagement strategy. Develop a rewards program to minimize churn rate across all the segments. Use digital platforms to gauze the customer response under VAR model to modify the product portfolio and better serve customers.

Action plans to handle negatives arising out of non selection of other alternatives ● ● ●

High Churn rate due to low touch sales : Use loyalty programs and membership services to attract and retain customers. Risk of commoditization of offerings: Jointly work with customers to enhance benefits across value chain and build a strategic partnership. Decline in customer service in Value Added reselling (VAR) model: Use digital medium to gauze through the customer response towards the propositions offered.

Thank You