The Inner Workings of EMC…

Recently there have been numerous rumors flying around about EMC… shocking… there always is! The danger of any type of speculation (a theory or conjecture without firm evidence) is that it distracts you from the present… and as the 2014 Superbowl Champion Seattle Seahawks Quarterback Russell Wilson says… “There’s no time to sleep!”… Well, theres no time to be distracted either!

I have worked at EMC for six years and have been responsible for managing the global Customer Loyalty programs for one of our largest divisions. I have worked with dozens of high ranking executives and hundreds of managers, teams, and individuals. Do you want some insider information on EMC? Do you want to know the inner workings of EMC and what makes us tick? Well, it is really quite simple, it’s called TOTAL CUSTOMER EXPERIENCE.

EMC’s Total Customer Experience is a companywide program committed to consistently exceeding customer and partner expectations as they engage, enable, and evolve with us. I can personally attest that our employees are passionate about the customer experience and find ways every day to go above and beyond to ensure that we are investing in areas that matter most to our customers.

On Tuesday, October 7, 2014, our company will hold celebrations around the world in observance of what we are calling the Total Customer Experience Day, a special occasion to reinforce our commitment to providing customers and partners with the very best experience in our industry. The day will include 10+ onsite events at EMC offices in 7 countries, as well as a virtual celebration with an interactive online discussion.

DURING THIS EVENT YOU WILL:

  • Hear from customers on their end-to-end EMC experience
  • Learn about EMC’s holistic approach tomeasure and act on customer feedback
  • Hear from passionate employees and leaders about why they are committed to the customer experience
  • Tour the brand new Experience Analytics Showcase—an interactive demo that highlights diverse aspects of the customer experience and will be available to everyone on emc.com on October 7th!
  • Ask technical experts your questions during a live Q&A session

We hope you will join us!
https://community.emc.com/docs/DOC-38953

TCE-Day-Image_Banner

The New Game Of Telephone!

It has never been more important than now to have a very well planned and executed Customer Loyalty Program. Customer Loyalty has always been important because we naturally want to share our stories and experiences with one another… it goes back to that fundamental desire for us to be known by others.

We have more and more ways to communicate and share our stories with others. It is no longer a select few people who have a voice beyond just their family and friends… now the whole world has access to our stories in many cases.

I am “relatively new” to the social media space over the last five years and I personally have:

  • 565 friends on Facebook
  • 600+ Connections on LinkedIn
  • 184 followers on Twitter
  • … and a couple of hundred subscribers on each of my two blogs

That is nearly 1800 “quantifiable” people who I have access to hear my stories about the good and bad experiences I am having with products, services, and companies… but anyone can read my tweets and read my blogs so it is actually much larger than that!

So, in a world that is more and more interconnected we never know who we are making loyal or disloyal. The lowly system administrator (so says the former technical geek) may also be a very successful social media guru and have over a million people they can reach with their stories. If you are not creating a place for EVERYONE to share broadly about why they are loyal or disloyal to your company…you are running a high risk of missing a vital opportunity to turn around those disloyal customers.

Loyalty study objectives should be:

  • Give every single customer a voice
  • Measure loyalty (statistical and anecdotal)
  • Find out what things to improve/change to increase customer loyalty (continuous improvement)
  • Leverage extremely loyal customers (references, etc)
  • Turn experiences around for disloyal customers

Customer Loyalty… It’s More Than Statistics!

I was recently having a conversation with some of my industry friends about Customer Loyalty and a growing trend of compromise we are seeing in the industry. Customer Loyalty Programs are still “fairly new” in the marketplace and therefore the adoption rates continue to increase rapidly, however the early adopter stage has long passed and now we are starting to see some compromises being introduced into some of these programs.

The trend we have been noticing and others have seen as well Is what I like to call “Statistical Sanitization”. This is where for various reasons programs start to be slanted in a way that the statistics tell the story that you want them to tell, rather than analyzing the statistics and then developing the story… the truth! When you start to segment, departmentalize, and distribute only the data you are most interested in… it can become borderline gaming the system.

Customer Loyalty Program are only holistic if they have the following characteristics:
1) The invitation to participate is 100% inclusive of your entire customer base
2) The survey is detailed and tells you what your customers REALLY think
3) It allows you enough deep dive information to drive continuous improvements in your business
4) It acts like an early warning system and allows you to identify brush fires before they become forest fires
5) It includes closed loop follow-up conversations directly with your customers
6) Although It is very important to be able to segment, departmentalize, and distribute the data… you need to start with the entire sample first.

A few goals I always have in Customer Loyalty Programs:
1) You need a single customer loyalty metric. (NPS, OSAT, Index, etc)
2) You need to understand how each product and functional area effects your Company Loyalty
a. You need actionable feedback/data that correlates to loyalty for each product you have and each functional areas of your business
3) The goal is to drive continuous improvement actions at all levels of your business
4) Continuous Improvements should be tracked and positively influence the Company Loyalty over time

Gene Cafe Coffee Roaster – Product Review Video

Product Features

  • Fully Viewable Roasting Process via Tempered Glass Drum
  • Large Capacity 300 Gram Roasting Chamber
  • Fully Adjustable Time and Temperature During the Roast
  • Impressively Quite Operation
  • Extremely Simple Operation for Beginning to Advanced Coffee Roaster

More Information:

innovative design. The Gene Roaster allows more flexibility to control the roast while having a greater visual advantage with its tempered glass drum design. The roaster’s drum has an innovative vortex twisting motion that allows the beans to tumble evenly while hot air circulates around them. Large capacity chamber allow roasting batches as large as 300grams to as small as 50grams. Since the key to producing the perfect roast is having more control over the variables. Two knobs on the front of the unit can be adjusted for time and temperature. A manual cool button allows you to stop the roasting process at any point you feel the coffee is ready. While some of the better roasting machines allow you to program your roast; once the roasting process begins, the flexibility to make changes are limited, if any. The Gene Cafe Roaster has added this feature so that you can make unlimited changes in the temperature and/or time settings before and during the roast. (Since not all beans roast the same- this is a great feature – we love that!) The cool cycle takes place in the drum. When the eternal temps reach 140 F, the drum stops and alerts the roaster with an auditable beep. The unit’s operation is impressively quiet. It may take a few roasts to discern from the pops in the roasting stages from the beans hitting the glass as they tumble. In addition to the illustrated owner’s manual, a 1 year warranty is included with the roaster. Additional parts include an attachable chaff collector which sits on the side, a chamber support which holds the chamber when not in use, and cup to measure for beans. Never leave a roaster unattended when roasting coffee.

 

Executive Sponsorship… is the Golden Ticket!

A couple of weeks ago I spent a few days in a conference room with the top Executives of my division. Our discussions where wholly focused on our loyalty programs, the data, action items, and how we can leverage our data to further improve our customer’s experiences and therefore increase our loyalty. I had a light bulb moment realizing that I am particularly fortunate to have the ears of these key leaders and that they are fully engaged in the loyalty program. They view the loyalty info as fundamental, rather than an afterthought or a bright shinny object that they can point to.

These meetings got me thinking about how many loyalty programs are destined for failure… or at least they’ll be marginalized in their success because of their lack of top Executive Sponsorship. Having the top Executive sponsorship allows countless synergies that cannot be listed here, but here are a few top benefits:

1) The Executives set the standard for the focus of the company. If they are really focused on customer loyalty and are using the data… ultimately so will everyone in the organization.

2) The Executives have the larger broader view of the business economics and can bring a valuable perspective to the loyalty data. In the end this will make the program much more successful with increasing loyalty.

3) The foundation of a great loyalty program is not collection and dissemination of the data, but rather the operational and strategic changes we make in our business based upon what the data is telling us… you NEED Executives to drive these changes!

4) When customers know that a loyalty program is being utilized by the Executive Team to drive operational and strategic changes, they are more likely to:
a. Take the survey and therefore increase sample response rates
b. Provide in-depth verbatim responses that help make the statistical information more actionable.
c. Respond when asked for more in-depth interviewing of their experiences.

Over the years that I have been running loyalty programs, I have had a mix of whether the programs were appropriately sponsored at the Executive level, but now that I have had exceptional Executive sponsorship over the last 2 years… it has convinced me of 2 things:

1) Having Top Executive Sponsorship…. is the Golden Ticket!
2) I really don’t want to run another loyalty program… unless I have the golden ticket!

Sincerely,
Chris Antonelli
FantasticFailures.com

There are three kinds of lies…

The phrase “There are three kinds of lies: lies, damned lies, and statistics” was popularized in the United States by Mark Twain (among others), who attributed it to the 19th-century British Prime Minister Benjamin Disraeli… I actually heard it from one of my lifetime buddies Ben Hamilton who is probably one of the biggest geeks I know :)

Regardless of who the original author was of this quote, it is 100% true! I run multiple Satisfaction and Loyalty/Relationship Surveys for my corporation and we are always looking for new ways to slice and dice the data in-order to get to the most meaningful and actionable data. Don’t get me wrong, this is a great practice for sure, but I do find myself searching sometimes for what the REAL answer is in all of the data… if there were just ONE lever I could pull in our business to increase our loyalty… what would it be? Yes we can do multiple regression analysis, trends charting, correlation analysis, etc… but what does it all mean as a bottom line?

The data is really good, but I find the most powerful and meaningful data we get from our surveys is in the comments analysis and categorizations, closed loop calls, & customer interviews. These interactions provide us the raw, uncensored words of one of our customers. If we read and/or listen to the comments… and then look at the scores… it makes the entire survey come alive with so much more foundation/context because it adds a “human connection” aspect that is otherwise sanitized by data.

Yes, let’s keep surveying our customers and looking at the data in great detail, but let’s make sure we “listen to our customers and make sure we are connected with their voice… after all… it is called “Voice of the Customer”!

Quote Source: (http://en.wikipedia.org/wiki/Lies,_damned_lies,_and_statistics)