Emc Case Question 4

Organizations with complex consumer databases often have multiple touch points. Developing an internal framework used to enhance the overall customer experience can improve customer retention and increase sales. The internal framework must continually evolve with changes occurring within the organization as well as in the macro and micro environment. It’s said that Customer Centric framework, “Is an approach to doing business in which a company focuses on creating a positive and consistent consumer experience at the point of sales, through the call center, online and via all communications, including mobile, email and print.” (Unknown, 2009) The key is to establish and maintain a unified approach in the customer experience exhibiting excellent customer service, positive advertisements and loyalty programs.

Vice President of Global Marketing William Jenkins, wanted to transform his organization to become externally focused on customers’ needs and wants. (Case pg. 1) He identified two major flaws inconsistent with his vision: EMC has always promised and delivered a “one size fits all” approach to customer service and EMC had value-added resellers to help sell their products. (Case pg. 1 & 2) To alleviate any inconsistency, Jenkins re-established his vision statement, the company promises and the overall customer experience.

Organizational Readiness

Customers are in contact with all aspects of the organization. Therefore, organizational culture must shift to be aligned with the new vision statement. To establish maximum organizational readiness, the organization must elicit: executive sponsorship to ensure commitment from key stakeholders, identify success metrics in order to gauge milestone achievements and overall results, ensure departments are aware, trained and tightly aligned to deliver a consistent experience at the moments that matter and lastly each employee has a measureable customer experience objective that is measured and reviewed quarterly....