B2B Case Study: EMC Puts The Voice Of The Customer At The Center Of Its Business

In 2004, EMC embarked on a major initiative to become more proactive and holistic in its approach to customer experience. The voice of the customer played a key role in the transformation. EMC's total customer experience team centralized customer feedback processes across the enterprise, redesigning surveys to make them more useful for the company and less burdensome for customers, developing clear prioritization frameworks and processes for acting on feedback, and creating recognition programs to reinforce the importance of these efforts. The team also helped EMC's product and service groups revamp their quality metrics by defining them from the customer's perspective. Since implementing a number of changes based on customer insight in 2008, EMC has earned significant increases in its Net Promoter Scores and record revenues.