This case follows its development at EMC, the planet's leading data storage hardware and information management software company and introduces the idea of customer centricity. EMC's customers had relied on EMC salespeople to guide them through the complex, consultative buying procedure.
However, together with the rise of social media, prospective clients are receiving more of the advice they need before in the purchase process online. As they do so, their physical interactions with EMC salespeople are decreasing, while their digital interactions are growing.Given the changing business environment, BJ Jenkins, senior vice president of Global Advertising, faces critical challenges as he attempts to keep EMC's culture of customer centricity.
These include 1) translating EMC's platinum service levels, designed to attract the planet 's biggest companies, to small businesses and B2C customers, 2) understanding the way the replacement of physical interaction with digital interaction in the consultative selling process affects EMC's business, and 3) managing a VAR sales model that distances EMC from its customers.
PUBLICATION DATE: April 04, 2011 PRODUCT #: 511124-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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