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You may be seeing and hearing the term “modernize” a lot when it comes to what EMC is talking about in the market. I had the opportunity to meet with three of EMC’s leading data experts—Shawn Murphy, Akia Ramsay and David Dionisio—and asked them to share what they believe are the three most exciting opportunities when it comes to the modernizing the customer experience from a data and analytics perspective. Here is what they had to say….
 Shawn Murphy, David Dionisio and Akia Ramsay – Three members of EMC’s Total Customer Experience team who are passionate about data analytics.
“Breaking down silos to combine and share data in previously unprecedented ways”. “Because data is created and delivered in a variety of ways, we must validate the ‘good’ data. EMC has invested in a robust data lake and created a comprehensive governance structure (which is actually managed by our enterprise-wide customer experience team) around it to ensure its quality and security. This allows data to be effectively shared. As a result, we recently implemented a new capability of peer-to-peer sharing of analytical results, computational procedures and visualizations. This increased data accessibility enables EMC’s Total Customer Experience Analytics team to provide the support and tools (e.g. data visualization dashboards) that will drive relevant conversations and proactive predictions around the customer experience. We are now able to analyze and share trends and information across what used to be silo categories, such as product ease-of-use, customer service satisfaction, and customer loyalty. This more holistic approach to data is a key success ingredient. We can now show product-specific metrics and relationships between different data sets and how this ultimately impacts our customers”. “It’s all about how we use predictive analytics to anticipate customer needs and pain points”. “Analyzing historical buying behavior is no longer enough to drive your business forward or give you the competitive edge. The power is in predictive. Predicting customer behavior can improve all facets of your businesses day-to-day operations from sales and marketing to maintenance and renewal. Thus the value of predictive analytics is the ability to adjust offerings at all stages of the customer lifecycle, while taking into account external factors that can impact your prediction.  To strengthen EMC’s ability to maintain customer confidence, the Total Customer Experience team has developed the Account Loyalty Matrix (ALM)—a tool to gain in-depth perspective, which quantifies customer satisfaction and its relationship with key drivers (e.g. revenue) and outcomes. Some of EMC’s recent work with predictive includes using data to help our sales and marketing teams identify which customer accounts we should target based on factors such as; historical and future revenue potential and how they feel about their relationship with EMC (through loyalty metrics, such as Net Promoter Score ratings). We have also implemented an advanced algorithm to predict customer service dissatisfaction. Using the algorithm, we alert specific service managers to proactively reach out to at-risk customers. This model has been scaled globally across our product portfolio and covers the high volume of service requests we handle each year. Benefits of this model include: new sales opportunities, improved sentiment and a significant increase in customer satisfaction”. “We have to be willing to accept and embrace that data means different things to different people”. “I subscribe to the notion that data is viewed in the eyes of the beholder. As a customer experience team, we have the privilege to evaluate a broad spectrum of data points—we consider everything from service request volume to product reliability and overall customer satisfaction. I believe our jobs as data analysts are to help our various stakeholders uncover the true value of the metrics we are looking at. For example, ‘customer satisfaction’ is a standard industry measure of customer experience. Now, a line-of-business leader or non-technical person may see that satisfaction scores are rising (and are above the industry norm) and therefore assume that everything is going well. However, although the metric may indicate a healthy customer relationship, a data scientist may actually be able to tell that an increase in service resolution time is occurring; which is actually negatively impacting the relationship and likely to eventually directly affect the satisfaction scores.
The takeaway is that we have to both understand which data pieces matter to key stakeholders—both within and outside our companies—but also be capable of and willing to challenge assumptions by looking at the data from multiple lenses. Only with this more encompassing view can we expect to prove to customers that we truly understand them and change their outcomes for the better”. Summary As you can tell from EMC’s leading analytics experts, there is no question that the time is ripe to take the abundance of data we have available to us and use it in a way that can truly help serve customers. And the truth is that whether you start with the points outlined by Shawn, Akia and David or take another path, the important thing is that you are allocating the resources and time to dig deep into your data. As a marketer, I definitely value the partnership with EMC’s data experts and appreciate their willingness to explore the unknown and ask questions that non-technical business people (myself included!) may not even think about. By harnessing the analytics talent you have within your organization, you can uncover a new realm of connections, tools and correlations that may serve as your company’s customer experience differentiator—and it’s definitely making a difference here at EMC! Learn more about EMC is modernizing the customer experience at EMC World 2016!
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