EMC: Delivering Customer Centricity: Group Number 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 The approach of the company was to
Company’s process was committed
and Roger Marion in 1979. Initially create an aggressive sales culture,
to exceed customers expectations.
they started with selling of office and undercut competitors prices.
The company invested heavily in
furnitures for making important After sales purchases services were
research and development, and
connections with buyers. Once virtually non-existent. EMC one of the
customers recognized EMC as a
customer relationships were in place hottest company in US was in the
strategic partner who valued
they launched technology products verge of bankruptcy. Its stock was
customer satisfaction and success.
with an Idea “One size fits all”. dropped to $7 per share.
Initially when EMC started IBM was

EMC launched a new tag line EMC -
the sole player, and as EMC grew so
“ Where information lives”, which
did its competitors. As time
showcases their vision of helping
progresses the competitors were
companies in their information
divided into two groups i.e. broad
management and create values.
bases competitors like IBM and HP,
EMC joined hands with cisco to
the other as IT consulting competitors
create pre build bundles of hardware
and other competitors like Hitachi
and software
and NetApp
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.
- 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.
- 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
Low Touch High Touch

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

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EMC : Delivering Customer Centricity

Initially when EMC started IBM was

Low Touch High Touch

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