Jenny Beavley and Steve Scales shares EMC's journey to enhance the total customer experience

1. 1© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
EMC2 – Enhancing the Total Customer Experience
through Data Visualizations
Jenny Beazley & Steve Scales, Tableau User Conference, September 2014
SOCIAL
SURVEY
FEEDBACK LOYALTY

2. 2© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Screens display dynamic & interactive visualizations
Experience Analytics Expo
• Region
• Product
• CX Interest Area
Customer
Filter
Selections
Global Onsite
Support & Delivery:
24-hour view of Field
service activity
Our Mission,
Engage, Enable,
Evolve:
Diverse examples of
how we listen to &
act on feedback
Power of a Connected
Community:
ECN activity
and trends
EMC Support
Channels: Anytime,
Anywhere:
2-year view of how
customers open SRs
Global Voices:
Direct customer
survey feedback
Global Voices:
Direct customer
survey feedback &
promotions

3. 3© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Global Onsite Support and Delivery –
Ensuring Skilled Onsite Service for Timely Resolution
• Overview
– Map shows EMC-badged break-fix
activities only – not partner-maintained
– EMC implemented Work Force
Management (WFM) system in 2012
where CE captures timestamps at each
part of service activity. Map colors
change accordingly over 24hr period
• Accept ticket
• Start Travel
• Arrive Onsite
• Start Work
• System Restored
• (Drops off map once CE leaves site)
– This view uses over 1m rows of data
• Top Customer Takeaways
– Global teams ensure right resource at
right time for onsite service
– We use advanced data to efficiently
deploy resources to maximize your
uptime
Pin icon appears on top left of
map when hovering mouse to
allow reset to world view
Select product(s) and click
Apply. Note: must click
Apply before view changes
Double-click on map
to zoom in on a
particular area
Select
Location
& click
Apply
Click “Play” icon to cycle through ticket
status by time of day. Plays in 15 minute
increments. Watch clusters appear based
on regular business hours

4. 4© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Live Demo
• Challenges:
– Synchronized timeline across bottom of SR/WFM screens
• Built in separate worksheet
– Limiting SR/WFM products to most significant
• Copy of Product to restrict, Product Grouping with relevant values
– Merging Sysomos & Tableau / Presenting ppt analytics in
Tableau
• Point to file location instead of url
– Double-click conundrum
• Desktop Client licenses rather than Server
Delivered by Steve Scales

5. 5© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
TCE Advocacy - Analytics Examples
• Dashboard shows actual
availability/performance vs risk (e.g.
down-rev code, open FCOs, etc) to
derive overall Confidence Score
• Permits customer to perform “what
if” scenarios for risk mitigation
• Metrics are weighted to factor in
known/acceptable risk
• Performance data used to proactively
identify potential performance issues
• Once complete, dashboard will be
provided online and automatically
updated on a regular basis
Customer B: Customer Health - Confidence Score (work in progress) Dummy
Data

6. 6© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
TCE Advocacy - Analytics Examples
• Dashboard created to assist customer in
developing Moose drive remediation plan
• Displays accurate statistics of at-risk USD
S/Ns based on SPCollect output, detailing
geographic location, S/N, RAID group,
slot and drive status (Enabled,
Active/Inactive Hotspare & Unbound) in
comparison to remaining drives in device
Customer C: Moose Drive Remediation Dummy
Data

7. 7© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Scalable Customer Advocacy
Scalable
Customer
Advocacy
ENGAGE
Use Analytics built with
Tableau to identify
customers that require
Advocacy attention
Generate Tableau
Customer Account
Report
ENABLE
SAM/Exec interviews
customer using TCE
Advocacy template
Focus on areas
highlighted in Tableau
Customer Account
Report
EVOLVE
Feedback entered in
Walker tool. Issues
tracked to resolution.
Output feeds into
Tableau Analytics
EVOLVE
Feedback systemically
provided to PBUs /
Operations to prioritize
& drive improvements.
Completion summary
provided to customer
Customer Advocacy
Program Manager(s)
consolidate feedback at
country/theater level
and provide readouts of
key themes & trends to
influence strategy
DATA INSIGHT ACTION

8. 8© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Customer Advocacy – Account Report
• Objectives
– Rank customers in prioritization of
TCE Advocacy attention based on
weighted algorithm
– Drill-down report provides holistic
view of customer, detailing drivers
for TCE impact
• Technologies
– Tableau
– Collaboration with other teams to
leverage existing models (ECPS,
Propensity to buy, etc)
– Data Scientists to assist with
refining algorithm for best weighting
Dummy
Data

9. 9© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
4 Pages of Report for each CJM Phase
Customer
Account
Report
• Revenue
• Industry wins/losses
• Industry competitive NPS
• Propensity to buy
• Walker buy phase survey
info
• GCLP & Transactional
surveys
• SR history
• Connectivity Status/Data
• Walker service phase
survey info
• Presales implementation
surveys
• Deployment SR info
• IB
• Walker deploy phase survey
info
• Product survey info
• Product quality info
• Replacements vs IB vs days
• Customer Health/Risk rating
• Walker use phase survey
info

11. 11© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
The Power of a Connected Community
Real time insight & solutions in one place
• Overview
– EMC Community Network connects
product users around the world
– There are over 300,000 registered
users
– “Sentiment” score (top right) analyzes
conversations for positive, negative or
neutral words. Will never get 100%
positive because some uses
troubleshoot issues over ECN
• Top Customer Takeaways
– Peer-to-peer interaction
– Access to EMC experts
– Go to Freestyle Lounge to login to ECN
or set up your new account
Word Cloud: words used in
conversations, sized by frequency of use
Buzz Graph: shows connections between
common words
Use scroll-bar to view all ECN types
of information for this product
Select product by clicking on either
product name or volume of
activity. View will be filtered by
that product
Examples of conversations from
both EMCers and customers

12. 12© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
EMC Support Channels: Anytime. Anywhere
Driving results through your preferred interface
• Overview
– Customers are offered multiple ways of
engaging with EMC to resolve issues
– Map shows SRs created by Chat, Phone &
Web, with size of pie chart indicating
volume of SRs over 2 year period
– Connect Home SR creation type is excluded
as it is such a large volume and we want to
highlight customer initiated vs. machine-
initiated
– Chat is a relatively recent introduction, but
quickly gained share. Initial response rates
and first-contact-closure rates are
outstanding via Chat
• Top Customer Takeaways
– Customers wanted Chat option, we listened
– See the Chat case study in the “Voice Your
Choice” dashboard
Select product(s) and click
Apply. Note: must click
Apply before view changes
Click on Chat, Phone or
Web to highlight that
segment of the pie chart
Double-click on map
to zoom in on a
particular area
Pin icon appears on top left of
map when hovering mouse to
allow reset to world view
Select
Location
& click
Apply
Click play
to view
time lapse

13. 13© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Expanding the possibilities through your feedback
Driving Total Customer Experience Fueled by your Voice
• Overview
– Globe rotates to display real quotes about EMC
and EMC’s products from both direct and
partner-supported customers
– Displays one quote per country, scrolled
through alphabetically by country
• Top Customer Takeaways
– We take customer feedback seriously!
– We use feedback to drive continuous
improvements in the Total Customer Experience
– Encourage customers to provide feedback in
product, transactional and GCLP surveys
– INTERACTIVE: If a customer’s country is not
shown, take their quote. We can add it
overnight so it displays on the globe the next
day!

14. 14© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
Our Mission: Engage, Enable, Evolve
Utilizing feedback for an improved customer experience
• Overview
– Customer feedback is used to drive
continuous improvement. Case studies
provide examples of this
• Note to presenter:
– Slide title & subtitle provide summary
– Choose a few key points to highlight
– Share an appropriate call to action
• Top Customer Takeaways
– Customer feedback can be provided across
many forums
– Feedback helps us prioritize improvements
– Tell us more at the Freestyle Lounge!
Customer selects option from the top. A
series of ppt slides will display, showing
case studies related to that option