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EMC2
Delivering Customer Centricity
An Analysis

Analysis: EMC2: Delivering Customer Centricity

This paper is an analysis of the article EMC2: Delivering Customer Centricity; by Thomas Steenburgh and Jill Avery (2011), Harvard Business School.

EMC Corporation has had a long and storied relationship with its approach to customer service. For most of the last thirty years, the customer has been front and center in the company’s strategy to achieve the leadership position in the data storage market, but it did not begin that way. In 1987, prior to the full customer centric commitment, as EMC was expanding into disk drives and memory cards, sales personnel knowingly shipped defective products in order to meet sales quotas; hardly a customer centric action. (Steenburgh & Avery 2011).

In 1992, with the naming of Mike Ruettger as CEO, the company made a full – fledged commitment to customer service as a competitive advantage. The customer’s voice was to become top priority and inform EMC processes and corporate culture. Ruettger launched an initiative called TCE, Total Customer Experience, with the objective to exceed customer expectations.

In transforming the EMC culture, it was critical that Ruettger’s team redesign performance metrics, incentives, accountability, and oversight procedures. They established a “Voice of the Customer” team to analyze loyalty surveys, communicate learning, and make recommendations to improve processes that touch the customer. Customer service became every employees’ responsibility, including top management; who during times of crisis, were made available to customers after certain time periods had elapsed without a full customer solution.

While the aspects mentioned above are critical to a customer centric strategy, the most important for EMC was their willingness to take responsibility for any breakdowns that their

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