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Jenny Beavley and Steve Scales shares EMC's journey to enhance the total customer experience
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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
2© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
3© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
4© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
5© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
6© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
7© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
8© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
9© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
11© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
12© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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
13© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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!
14© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.
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