Case Report of Emc

EMC’s major dilemma/issue

With the rise of the internet and social media, prospective customers were getting more of the information online. Thus, EMC, which delivering customer centricity, faces a dilemma of whether high tech can really deliver high touch. Moreover, it seems like EMC could no longer deliver a “one size fits all” approach to customer service because of its broader customer base. Furthermore, whether to keep using value-added model to help sell products or to retake control of the sales process is also an issue that EMC needs to concern.

1. Physical interaction with customers (face-to-face interaction)

Pros: Cons:

The best way to know what customers need is to listen to them carefully and talk to them face-to-face. Sales reps would have a comprehensive understanding about their customers by physical interaction with them Because of the complex environment, many customers nowadays don’t have enough time to talk to sales reps about the products as before. Face-to-face talk is not a good way anymore to interact with those customers.

Ensured that the customer’s voice informed every decision Many customers now are self-guide explorers who like to search information or do things online by themselves. EMC may lose these customers if it still use face-to-face sales process

Time and money consuming

2. Digital interaction with customers (web 2.0 technology)

Pros: Cons:

Attract more customers and make employees and customers closer by creating online “community” Difficult to deal with multiple voices communicating with its various publics, including customers.

Save money because of the diminishing of physical human element The image of the company is easy to be ruined because the online messages are difficult to control

Spread information conveniently, quickly, efficiently, and cost-effectively EMC may fail to satisfy customers since the online messages are overwhelming and there is no employees stay online for 24 hours to respond to any issues that were flagged

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