Customer Centricity At Emc Case Study

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1. Define and map customer centricity at EMC2 to illustrate the need for customer centricity to be embedded in corporate mission and culture, people and organizational structure, and business strategies, processes and practices. Customer centricity at EMC is important because customer centricity yields better results while creating loyal customers and differentiating itself from the competition. Additionally, EMC is a very large company with large amounts of data on their customers, which gives them an advantage to provide the best possible service and products to the customers. EMC is also seeking to differentiate itself from the competition and maintain a competitive advantage over its competitors. In order to do this, EMC needs to move…show more content…
The more complex the product portfolio EMC offers becomes, the more expensive it becomes to train each salesperson, to offer the information on the web 2.0 platforms, and to compete with other businesses in the marketplace. This is because a smaller, but more focused competitor can dedicate all its resources and knowledge to providing very specific products and customer service. This could be difficult for EMC to keep up with because they have such a large operation that they might be a bit slow to change and adapt to the competition. While a customer centric business model is critical to EMC’s success, it can also be cumbersome to the company’s ability to change and adapt. There is a concession to this argument that a more customer centric employee will be able to better serve the customer in a shorter time frame and actually offset the cost of the training by being able to serve more customers in a shorter time period. If this is the case for EMC, then the customer centric business model will generate a good ROI over the long run despite their complex product offering. 3. How is the way customers buy in the age of social media changing? Do you think that “high tech” can replace “high touch”?…show more content…
At the experience stage the customer follows one of two paths: they either go back out into the product pool looking for an alternative or they repeat purchase and follow a different path. The path the repeat purchase takes is followed by brand adoption, brand advocacy, and then back to the trial period. This path repeats over and over with repeat customers and is vital to EMC to lock the customer in here. Also, awareness is critical in the customer journey because this is the first step after the customer recognizes their need. This is where the web 2.0 services can really help EMC reach more customers at a fair
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