emc2 - enhancing the total customer experience through data visualizations

1© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.

EMC2 – Enhancing the Total Customer Experience through Data VisualizationsJenny Beazley & Steve Scales, Tableau User Conference, September 2014

SOCIAL

SURVEY

FEEDBACK LOYALTY


Screens display dynamic & interactive visualizations

Experience Analytics Expo

• Region• Product• CX Interest Area

Customer Filter

Selections

Global Onsite Support & Delivery:24-hour view of Field

service activity

Our Mission, Engage, Enable,

Evolve:Diverse examples of how we listen to & act on feedback

Power of a Connected Community:ECN activityand trends

EMC Support Channels: Anytime,

Anywhere:2-year view of how

customers open SRs

Global Voices:Direct customer survey feedback

Global Voices:Direct customer

survey feedback & promotions


Global Onsite Support and Delivery – Ensuring Skilled Onsite Service for Timely Resolution

• Overview– Map shows EMC-badged break-fix

activities only – not partner-maintained– EMC implemented Work Force

Management (WFM) system in 2012 where CE captures timestamps at each part of service activity. Map colors change accordingly over 24hr period

• Accept ticket

• Start Travel

• Arrive Onsite

• Start Work

• System Restored

• (Drops off map once CE leaves site)

– This view uses over 1m rows of data

• Top Customer Takeaways– Global teams ensure right resource at

right time for onsite service – We use advanced data to efficiently

deploy resources to maximize your uptime

Pin icon appears on top left of map when hovering mouse to

allow reset to world view

Select product(s) and click Apply. Note: must click Apply

before view changes

Double-click on map to zoom in on a particular area

Select Location & click Apply

Click “Play” icon to cycle through ticket status by time of day. Plays in 15 minute increments. Watch clusters appear based

on regular business hours


Live Demo

• Challenges:– Synchronized timeline across bottom of SR/WFM screens

• Built in separate worksheet

– Limiting SR/WFM products to most significant• Copy of Product to restrict, Product Grouping with relevant values

– Merging Sysomos & Tableau / Presenting ppt analytics in Tableau• Point to file location instead of url

– Double-click conundrum• Desktop Client licenses rather than Server

Delivered by Steve Scales


TCE Advocacy - Analytics Examples

• Dashboard shows actual availability/performance vs risk (e.g. down-rev code, open FCOs, etc) to derive overall Confidence Score

• Permits customer to perform “what if” scenarios for risk mitigation

• Metrics are weighted to factor in known/acceptable risk

• Performance data used to proactively identify potential performance issues

• Once complete, dashboard will be provided online and automatically updated on a regular basis

Customer B: Customer Health - Confidence Score (work in progress) Dummy Data


TCE Advocacy - Analytics Examples

• Dashboard created to assist customer in developing Moose drive remediation plan

• Displays accurate statistics of at-risk USD S/Ns based on SPCollect output, detailing geographic location, S/N, RAID group, slot and drive status (Enabled, Active/Inactive Hotspare & Unbound) in comparison to remaining drives in device

Customer C: Moose Drive Remediation Dummy Data


Scalable Customer Advocacy

Scalable Customer Advocacy

ENGAGE

Use Analytics built with Tableau to identify

customers that require Advocacy attention

Generate Tableau Customer Account

Report

ENABLE

SAM/Exec interviews customer using TCE Advocacy template

Focus on areas highlighted in Tableau

Customer Account Report

EVOLVE

Feedback entered in Walker tool. Issues

tracked to resolution.Output feeds into Tableau Analytics

EVOLVE

Feedback systemically provided to PBUs /

Operations to prioritize & drive improvements. Completion summary provided to customer

Customer Advocacy Program Manager(s)

consolidate feedback at country/theater level

and provide readouts of key themes & trends to

influence strategy

DATA INSIGHT ACTION


Customer Advocacy – Account Report

• Objectives– Rank customers in prioritization of

TCE Advocacy attention based on weighted algorithm

– Drill-down report provides holistic view of customer, detailing drivers for TCE impact

• Technologies– Tableau– Collaboration with other teams to

leverage existing models (ECPS, Propensity to buy, etc)

– Data Scientists to assist with refining algorithm for best weighting

Dummy Data


4 Pages of Report for each CJM Phase

Customer Account Report

• Revenue• Industry wins/losses• Industry competitive NPS• Propensity to buy• Walker buy phase survey

info

• GCLP & Transactional surveys

• SR history• Connectivity Status/Data• Walker service phase

survey info

• Presales implementation surveys

• Deployment SR info• IB• Walker deploy phase survey

info

• Product survey info• Product quality info• Replacements vs IB vs days• Customer Health/Risk rating• Walker use phase survey

info


The Power of a Connected Community Real time insight & solutions in one place

• Overview– EMC Community Network connects

product users around the world– There are over 300,000 registered

users– “Sentiment” score (top right) analyzes

conversations for positive, negative or neutral words. Will never get 100% positive because some uses troubleshoot issues over ECN

• Top Customer Takeaways– Peer-to-peer interaction– Access to EMC experts– Go to Freestyle Lounge to login to ECN

or set up your new account

Word Cloud: words used in conversations, sized by frequency of useBuzz Graph: shows connections between

common words

Use scroll-bar to view all ECN types of information for this product

Select product by clicking on either product name or volume of activity.

View will be filtered by that product

Examples of conversations from both EMCers and customers


EMC Support Channels: Anytime. AnywhereDriving results through your preferred interface

• Overview– Customers are offered multiple ways of

engaging with EMC to resolve issues– Map shows SRs created by Chat, Phone &

Web, with size of pie chart indicating volume of SRs over 2 year period

– Connect Home SR creation type is excluded as it is such a large volume and we want to highlight customer initiated vs. machine-initiated

– Chat is a relatively recent introduction, but quickly gained share. Initial response rates and first-contact-closure rates are outstanding via Chat

• Top Customer Takeaways– Customers wanted Chat option, we listened– See the Chat case study in the “Voice Your

Choice” dashboardSelect product(s) and click

Apply. Note: must click Apply before view changes

Click on Chat, Phone or Web to highlight that

segment of the pie chart

Double-click on map to zoom in on a particular area

Pin icon appears on top left of map when hovering mouse to

allow reset to world view

Select Location & click Apply

Click play to view

time lapse


Expanding the possibilities through your feedback Driving Total Customer Experience Fueled by your Voice

• Overview– Globe rotates to display real quotes about EMC

and EMC’s products from both direct and partner-supported customers

– Displays one quote per country, scrolled through alphabetically by country

• Top Customer Takeaways– We take customer feedback seriously!– We use feedback to drive continuous

improvements in the Total Customer Experience– Encourage customers to provide feedback in

product, transactional and GCLP surveys– INTERACTIVE: If a customer’s country is not

shown, take their quote. We can add it overnight so it displays on the globe the next day!


Our Mission: Engage, Enable, Evolve Utilizing feedback for an improved customer experience

• Overview– Customer feedback is used to drive

continuous improvement. Case studies provide examples of this

• Note to presenter:– Slide title & subtitle provide summary– Choose a few key points to highlight– Share an appropriate call to action

• Top Customer Takeaways– Customer feedback can be provided across

many forums– Feedback helps us prioritize improvements– Tell us more at the Freestyle Lounge!

Customer selects option from the top. A series of ppt slides will display, showing

case studies related to that option

emc2 - enhancing the total customer experience through data visualizations

Data & Analytics

freestyle

rights reserved

tce advocacy

hovering mouse

click apply

top left

product

chat