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EMC2 - Enhancing the Total Customer Experience Through Data Visualizations
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EMC2 - Enhancing the Total Customer Experience Through Data Visualizations

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

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

Published in: Data & Analytics

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  • Customer Take-aways:
    We use data & predictive analytics to drive customer impact
    It is easy to connect with technical experts
    No matter how you engage, we care & listen
    TCE is fueled by your voice
  • Algorithm
    Customer tier weighting
    Significant NPS variation over n quarters
    Previous revenue (n quarters)
    Potential future revenue
    Customer risk rating (ECPS)
    Customer quality impact (SRs, CIEs)
    VOC (NPS, CSAT)
    Industry-specific competitive information
    Time since last TCE visit (n quarters)
  • 9
  • Transcript

    • 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
    • 10. 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
    • 11. 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
    • 12. 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!
    • 13. 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