This case introduces the concept of customer focus and leads the development on EMC, the world's leading data storage equipment and information management software company. Customers EMC, historically relied on vendors EMC, to guide them through a complex, consultative process of buying. However, with the advent of social media, potential customers get more information they require earlier in the online purchase process. As they do, their physical interaction with vendors EMC decreases, and their digital interactions increases. Given the changing business environment, BJ Jenkins, senior vice president of global marketing, is facing serious challenges as it tries to preserve the culture of the EMC customer focus. They include 1) the transfer of EMC, platinum level of service, calculated on the world's largest companies, small businesses and B2C customers, 2) understanding of how the replacement of physical interaction with digital interaction in a consultative sales process affects the business of EMC, and 3) management VAR sales model that distances EMC from its customers. "Hide
by Thomas Steenburgh, Jill Avery Source: Harvard Business School 24 pages. Publication Date: April 4, 2011. Prod. #: 511124-PDF-ENG
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