1 © copyright 2006 emc corporation. all rights reserved. enabling the total customer experience...
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1© Copyright 2006 EMC Corporation. All rights reserved.© Copyright 2006 EMC Corporation. All rights reserved.
Enabling the Total Customer Experience through eServices
Jason Mundy
Senior Manager, Customer Service Marketing
2© Copyright 2006 EMC Corporation. All rights reserved. 2
Agenda
EMC, Customer Service and TCE
The eServices Strategy and Roadmap
Developing eService capabilities
Awareness and adoption
Challenges and lessons learned
Next generation eServices
A foundation for the future
3© Copyright 2006 EMC Corporation. All rights reserved.
EMC Corporation
$9.66B in revenue in 2005– Expanding services business 20% (y/y)– Market-leading storage systems
growth 16% (y/y)– Record software growth of 20% (y/y)
Nearly 25,000 employees
EMC Customer Service – 4,500+ support professionals– Support presence in 75+ countries– Five global support centers with
regional local language support centers
World’s Top 10 Product Technology CompaniesWorld’s Top 10 Product Technology CompaniesRanked by Market Value as of Market Close May 6, 2005
Source: First CallNote: Revenue numbers based on EMC calendar years to provide an apples-to-apples comparison; revenue growth includes growth from currency and acquisitions
MarketCap($B)
Calendar Revenue
2004 ($B)
2004RevenueGrowth
Microsoft
IBMIntel
CiscoDellHPOracleSAPEMCCA
272
121151
116916160523116
38.4
96.534.2
23.649.282.310.5
9.48.23.5
12%
8%13%
19%19%10%
9%16%32%
6%
The fastest-growing large technology company
4© Copyright 2006 EMC Corporation. All rights reserved.
The Customer Service Equation
Remote
eServices
OnsiteGlobal Field Service Engineers
Live telephone support 24/7
Online support, resources and tools
eServices + Remote + Onsite = 360eServices + Remote + Onsite = 360° Support° SupporteServices + Remote + Onsite = 360eServices + Remote + Onsite = 360° Support° Support4
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• Improving development, manufacturing and service processes
• Continuous customer dialog
• Added resource investments - eServices
Corporate initiative driving quality and service to optimize the customer experience at every touch point
Quality Service = Satisfaction = Loyalty
EMC Total Customer Experience - TCE
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Increase Efficiency
Maximize Investment
Lower Risk
Improve Uptime
EMC eServices and Total Customer Experience
IncreasedKnowledg
e
CustomerCustomerExperienceExperience
Customer Customer SatisfactionSatisfaction
Service CasesService CasesCritical Service Critical Service
IncidentsIncidents
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EMC Powerlink and eServices Portfolio
SupportManageBuildPlan
Documentation Tools Case Management
Planning and Installation Guides Knowledgebase WebSupport
Host Connectivity Guides E-Lab Issue Tracker
Product manuals
Release Notes
E-Lab Interoperability Navigator
EMC Diagnostic Utilities
Topology Guide
White papers
CLARiiON Procedure Generator
Product Registration and Software Downloads
Solution Guides
Best practices
8© Copyright 2006 EMC Corporation. All rights reserved. 8
EMC’s eServices Strategy
A multi-year, multi-million dollar investment & commitment
Focused on Customers, Partners and Employees– Improve the online support experience
– Increase capability to self-serve and self-resolve
– Enable the management and control of support experience
– Reduce cost of support and increase operational efficiencies
Upgrade technology foundation– HA/DR infrastructure
– Scale performance globally
– Extensible platform aligned to corporate strategy
9© Copyright 2006 EMC Corporation. All rights reserved.
Building Capabilities to match
Competencies
Self-help Foundation: New EMC KnowledgebaseSelf-help Foundation: New EMC Knowledgebase
Continuous ImprovementsContinuous ImprovementsDeferred Enhancements, QA Enhancements, User FeedbackDeferred Enhancements, QA Enhancements, User Feedback
eServices Roadmap
Use
r C
on
tro
l & Q
ual
ity
of
Su
pp
ort
Exp
erie
nce
New PowerlinkNew Powerlink
New WebSupport Case ManagementNew WebSupport Case Management
One Face: Acquired Company
Integration
One Face: Acquired Company
Integration
Online Support Capabilities
Jan 05 Nov 05May 05 Aug 06
EM
C O
per
atio
nal
Eff
icie
nci
es
10© Copyright 2006 EMC Corporation. All rights reserved.
Making Sense of Requirements
Looking Inside Out
• Identification of operational gaps and deficiencies
• Input from call center management and employees
• Input from field service management and employees
• Known technology limitations
• Customer interviews
• Industry and competitive benchmarking
• Distilling best practices from industry associations and analysts
– Service XRG, ASP, SSPA, Gartner, IDC
• EMC Customer Council
• 1,000 sample online customer survey
• EMC User Conference
• Usability study
Looking Outside In
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EMC Knowledgebase: Self-Help Foundation
A database of 30K + solutions to common issues and questions
Knowledge-centered support process and methods to increase the quality of solutions created
Improved search technology– Natural language search– Product & topic filtering tree
Integration of EMC Knowledgebase with call tracking system - WebSupport
– Customer search and view history is captured and attached to case submissions
– Improves workflow and speeds case resolution in tech support
Launched January 2005
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The New EMC Powerlink
Personalized experience customized to interests Updated search and improved navigation for greater
productivity Navigation and content available in 10 languages Portlets provide quick access to tools and frequently used
content Quick links to new content in My New / Updated Content Specialized view for each audience: customer, partner and
employee Secure authentication and single sign-on
Launched May 2005
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New WebSupport
Web-based case creation and management for Customers, Partners, and EMC service professionals
Launched November 2005
Create a case – Step by step case creation wizard– Automatically suggested
Knowledgebase solutions
Site environment– Store hardware, software, and host
information securely for reuse– Share information
Integrated attachments– Securely send and receive files– Access files from previous cases
Powerlink portlets– Quick Case Search, My Open
Cases, My Closed Cases
Automatic notifications – Set notification preferences on
Preferences Support page– Email or mobile device
Query cases– Report on all sites– Open, Closed and Dial-home cases– Save searches and export results
14© Copyright 2006 EMC Corporation. All rights reserved. 14
Awareness and Adoption – getting the word out internally
Corporate communication channels – email, newsletters, portals
Internal meetings, events, conferences – global
Computer-based training Executive backing Incentive programs Call center “lunch & learns” Internal webinars Call center plasma screens
Taking care of our “own house”
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Awareness and Adoption – getting the word out external
It’s a product – launch it!– Collateral– Integrated messaging– Email campaign– Customer webcasts– emc.com content– Demos– Showcased at customer conference
eService field evangelists Call center promotion TCE Workshops
– Top 150 accounts– Onsite and WebEx eServices “training”
Beyond “build it and they will come”
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Fundamentally Changing the Business
Lev
el o
f A
ctiv
ity
New EMC New EMC KnowledgebaseKnowledgebase
Jan 05 Nov 05May 05 Aug 06
New New PowerlinkPowerlink
New New WebSupportWebSupport
Documentum/ Documentum/ Legato Legato
IntegrationIntegration
““Go-Live” EffortsGo-Live” Efforts
Major releases
Sustained
Sustaining MarketingSustaining MarketingSustaining MarketingSustaining Marketing
18© Copyright 2006 EMC Corporation. All rights reserved. 18
Challenges
Convergence of multiple IT projects– Powerlink upgrade and new WebSupport– Competition for internal resources– New technical skills required
EMC Culture – resist change– High touch model – service excellence =
onsite, whatever, whenever– Support process change
Geographic cultural differences– Support expectations– Messaging– Language
Customer expectations from EMC– Do whatever it takes– EMC ownership of any and all problems
19© Copyright 2006 EMC Corporation. All rights reserved. 19
Lessons learned
Common governance for large scale, interdependent projects
Stop, review, readjust
Manage delivery of requirements through a phased approach
Get cross-functional buy-in early
Effective adoption requires a high-touch, people oriented model
Pay attention to and address cultural and geographic differences
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Next generation eServices: One face to the customer
Develop single online experience to provide web support for our customers
Integrate key features from Powerlink, eServices and Documentum/ Legato Support Portal to provide world class web support
Centralize all content for ease of use and retrieval
Single support source for EMC bundled software products
Documentum Customer
Legato Customer
EMC Customer
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One Face: Documentum/ Legato Integration
• Enhanced Service Request creation
– Capture results from new KB search
– Leverage Install base and contracts
– Direct questioning
• Enhanced Query
• Maintain functionality delivered with WebSupport
Service Request Service Request ManagementManagement
Service Request Service Request ManagementManagement
• View Contracts online
• Contact Management– Add/ remove contacts – Control access to service
requests
OBJECTIVESelf ManagementSelf ManagementSelf ManagementSelf Management
• Integrated Knowledgebase Search
– Support Solutions– Issue Tracker– Service Requests– Documentation and
White Papers– Support Forums
• Support Forums
• Product Info Tool for Documentum and Legato
• Merge all support content into Powerlink
Self HelpSelf HelpSelf HelpSelf Help
Q3 2006
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A Sustainable Platform for the Future
Technology and system foundation– Common database/ systems– Scaleable infrastructure using
best of breed technologies– HA/ DR environment
Intuitive and adaptable UI– Ease of integration of new
tools and resources
Flexible virtual processes– Facilitates the expansion
or modification of support model
Designed for growth
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Thank You
23© Copyright 2006 EMC Corporation. All rights reserved.
Get started today at
powerlink.emc.com
Jason [email protected]