1. Clearly map how EMC has executed customer centricity by providing illustrations of how it differs from a product centric focus on several key dimensions e.g. customer orientation, value proposition etc. (20 points)
EMC attributed its success to its "fanatical devotion" to their customers. Customer centricity has been part of their business model since 1988. The company developed specific strategies to differentiate themselves from their competitors. At the heart of this strategy is the Total Customer Experience. This includes understanding “what the customers valued most and then find(ing) the most efficient and cost-effective ways to deliver it.” It ensures “that the customer’s voice informed every decision.”
1) Example of customer orientation. There was a point at the start of the company where EMC, as well as, others were delivering systems that used disk drives supplied by a certain third-party vendor. Problems with these drives were discovered, and the competing companies shifted responsibility of the issue to the third-party vendor. Surprisingly, these companies continued to manufacture the systems that included the same defective drives, and only made repairs if customers complained. EMC was the only company that discontinued the use of the faulty units. The company went above and beyond by contacting all customers who received a system with defective drives, and offered to provide a new system from EMC or one from IBM. IBM was the only other manufacturer who was not using these drives. Even though EMC paid more for several of the new IBM systems, the effort paid off since customers recognized the level of commitment by company, and they became repeat customers.
2) Example of customer orientation. EMC continued to assist the customer by providing them toll free numbers that were specific to the product. This enabled the customer to contact a