Customer Satisfaction Research - Service Strategies by pengtt

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									Customer Satisfaction Process
             @

            EMC


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                         Agenda

   EMC – Company profile
   The CSAT Bureau
   Periodic / Event Surveys
   Walker information
   Satmetrix
   The SmartLoyalty application
   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)                        (Attitudes)
                                                                         Behavioral
Products                                                                 Intentions
                                    Value
Software
                                    Overall EMC Sat.
Professional Services                                                Recommend EMC
                                    Cost of Ownership
Customer Service        Attitudes                        *Loyalty    Purchase Additional
                                    Expectation Level
Sales                                                                  Storage Products
                                    Company Images
Systems Engineers                                                    Use EMC PS Again
                                    • Customer Focused
Billing/Finance                     • Industry Leader
Problem Resolution
                                                              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


                                                     Follow Up Incident            EMC
                                  Account               Management                Account    Close
  EMC
                                  Survey                                          Teams       the
Customer         Phone
                                 Response                                               &
              Survey Data                                                                    Loop
                                   Data                  Account                Corporate
               Collection                             Detail Reporting          Functions



                Internet
                                                    Analysis
                            S t r a t e g I c           &           S t r a t e g I c
                                                   Reporting

               Continuous                                                     Corporate
           Improvement Process              Personal & Functional           Communications
                                                Accountability

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Customer Satisfaction Survey Process Overview

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




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         EMC Customer Satisfaction
         Surveys
         5-point Satisfaction Rating Scale


Respondent Evaluation         EMC :              SCP:
            Choices:
                                               TOP BOX
        Very Satisfied       Total
                                               Measure
                            Satisfied %
             Satisfied                         Satisfied or Better
                                               Mesure
   Somewhat Satisfied
                             Total
                            Dissatisfied %
          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                   Products / Platforms
   Sat / Quality                (BMT–Specific Measures)
   Images
   Loyalty                    Storage Software
   Ease of Doing Business     Sales
Intentions:                   Customer Service /
   Recommend EMC                   Support
   Continue to Use
   Purchase Additional        Professional Services
Cost / Value                  Billing & Invoicing
Demographics
Open-end Comments
  Areas


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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.    Time it took to obtain appropriate technical resource
     2.    Technical skill of support reps handling this case
     3.    Professionalism of support reps handling this case
     4.    Effectiveness of problem resolution
     5.    Time it took for your problem to be resolved
     6.    Sense of urgency EMC applied to this case
     7.    Timeliness of Updates received
     8.    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                                          PRODUCT SPECIFIC
      CENTER
                                       EMC                      GLOBAL ACCOUNTS
     PRODUCT INSTALL
      QUALITY
                                                                INTERNAL-
     PROFESSIONAL                                               Operations performance
      SERVICES / TSG
                                                                 EXTERNAL - Company
     EMC / PARTNER                                              Comparative performance
      SERVICE SUPPORT                                            to competition




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