1 © Copyright 2006 EMC Corporation. All rights reserved. Enabling the Total Customer Experience...

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


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


• 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


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


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


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


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


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


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


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


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


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”


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”


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


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


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


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


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


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


Thank You


Get started today at

powerlink.emc.com

Jason [email protected]

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