EMC2: Delivering Customer Centricity Harvard Case Solution & Analysis


EMC Corporation (EMC2) is basically a United States based multinational firm which has been headquartered in Hopkinton, Massachusetts. The company has been offering data storage, analytics, information security, visualization, cloud computing, etc. that has been helping business, customers to manage, store, protect and also analyze the data. EMC has been looking to target mostly the largest multinational organizations and it also looks to focus on the vertical markets as well.

The company has been a part of New York Stock Exchange in the year 1986. The company has been more than 60,000 employees worldwide and it has been one of the largest providers of the data storage system where it has been competing with rival firms such as the HP, IBM, NetApp, Hitachi, etc. The chief executive officer of the company is Joe Tucci who has been serving since 2001 and he is also the chairman of the board of the directors.

The company has been quite successful in making itself as one of the leading players in the world, however, the sales have declined, profits have diminished and the competing firms have actually offered lower prices to the price sensitive market (Thomas, 2011).

Problem Statement

The case “EMC2: Delivering Customer Centricity” basically looks to introduce the concept of the customer centricity and it also looks to trace the development of the EMC which is one of the leading firms in the data storage hardware and information management software company in the world.

In the past, EMC has relied too heavily on the customers to actually consult and coordinate with the sales team where it helps in the complex and the consultative buying process. Since, the social media has risen and the customers are acquiring more information through the online websites, the sales people at EMC are coordinating to a limited extent with the customers directly.

In such a scenario, the senior vice president of EMC, BJ Jenkins has been facing the following challenges which he might need to resolve and also maintain customer centricity. The issues that need to be resolved by the firm translating EMC's platinum service levels, designed to appeal to the world's largest companies, to small businesses and B2C customers, 2) Moreover, the company has been looking to develop and rather replace the physical interaction with the digital interaction in the consultative selling process that shall affect EMC business, and finally, 3) to actually manage a VAR sales model that shall distances EMC from its customers (Thomas, 2011).

Buying process Influences

The buying process influence that has been identified in the case indicates that the company to attract customers and to actually influence the buying process, the company has been using individual process. The reason is simple, the sales for the company has been a major success factor where the company EMC has been attracting major sales by attracting customers directly with the help of phone calls or the personal visits.

This has been followed by the firm for a long time, however, in the recent past, the industry norms have been revamped, the competitors are looking to integrate and communicate with the customers over the internet. This has been one of the major developments, which has not only reduced thecost, but it has also made the organizations reach out potential customers across the globe.

Therefore, the influences affecting the purchasing process for customers buying the product could be described as individual only. The organization is looking to follow the process model where it has been looking to offer customers with the new method of business, where the model has been revamped into a relational process. Now the customers are directly targeted by using the relational method which has attracted the potential business buyers (Nick, 2012).

EMC2 Delivering Customer Centricity

The buying process EMC2

The buying process that has been followed by the company EMC to attract large business customers have been quite unique when it comes to focusing on the certain areas of business. To attract large customers and to make sales as per the requirements of the customers, the company looks to initially make a call to the business organization, over here the direct sales to the customs is made, where the organization looks to target large industry buyers.

Moreover, the organization has been offering unanimous services to the customers by delivering technical support to the customers also. Over here, as the case states, the business customers have provided technical support not in the specific areas of provided by EMC, but the company also provides support and helps overcome other business issues also. As per the case, a customer or a business organization acquiring services of EMC looks to help not only the issues raised for EMC, but for other business also.............

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