1 11 EMC RESTRICTED CONFIDENTIAL Customer Satisfaction EMC

2 22 EMC RESTRICTED CONFIDENTIAL Agenda n EMC – Company profile n The CSAT Bureau n Periodic / Event Surveys n Walker information n Satmetrix n The SmartLoyalty application n Conclusions n Q & A

3 33 EMC RESTRICTED CONFIDENTIAL EMC Corporation Profile n Leader in products, services, solutions for information storage & management. n Provide more efficient ways to manage, protect, and share information. n We reduce cost & complexity of managing information as it changes value through the information lifecycle (ILM).

4 44 EMC RESTRICTED CONFIDENTIAL Sample list of EMC customers n NTT Docomo – Japan – Telecommunications n Merril Lynch – U.S. - Financial Services n Glaxo Smithkline – Pharmaceuticals n Audi – Germany - Auto Manufacturing n BUPA – UK - Healthcare n Iron Mountain – U.S. – Data archiving

5 55 EMC RESTRICTED CONFIDENTIAL Mission Provide forums to acquire the following data worldwide: n Customer satisfaction n Customer relationship n Customer loyalty data n Direct user feedback of EMC products and support processes EMC Customer Satisfaction Research Bureau

6 66 EMC RESTRICTED CONFIDENTIAL What does the bureau do with the data? n Incorporate data into customer intelligence information n Provide guidance for EMC’s tactical and overall strategic goals.

7 77 EMC RESTRICTED CONFIDENTIAL EMC Customer Satisfaction Surveys Global EMC Customer Satisfaction Surveys Walker Information & Global Partners Indianapolis, Indiana 1999 – current Customer Support Center Event Survey SatMetrix Santa Clara, California current CSAT Data Collected by Independent Organizations Contracted for complete Global Survey administration Database management, independent interviewing, Data Analysis, and Reporting

8 88 EMC RESTRICTED CONFIDENTIAL Customer Survey Methodology Relational / Loyalty Annual - customers’ perception over time period Broad in scope (shotgun) Total Customer/Vendor Relationship and Loyalty Transactional / Event-driven Event-driven with tactical focus – ‘time’ a key factor Directed to the known ‘user’ (trip wire) Conduct detailed investigation of a single process / event Highlights small changes in quality that may not be identified in a relationship survey. Target / Product Specific user population targeted (scoped rifle) Definitive performance measures Explicit product feedback

9 99 EMC RESTRICTED CONFIDENTIAL EMC LOYALTY Model Hierarchy Recommend EMC Purchase Additional Storage Products Use EMC PS Again Value Overall EMC Sat. Cost of Ownership Expectation Level Company Images Customer Focused Industry Leader Overall Measures (Attitudes) Processes (Experiences) Behavioral Intentions Products Software Professional Services Customer Service Sales Systems Engineers Billing/Finance Problem Resolution *Loyalty Loyalty: Customer commitment and likelihood to continue to use EMC Attitudes Customers’ E xperiences with EMC + = Influence Future Behaviors Toward EMC Overall P erceptions of EMC

10 EMC RESTRICTED CONFIDENTIAL  Measure external and internal perspectives  Consistent processes  Proven market science models  Use independent research firms  Closed-loop follow up process  Information reporting up to executive level Suite of performance measurement / customer feedback programs

11 EMC RESTRICTED CONFIDENTIAL EMC Customer Satisfaction Measurement Framework Continuous Improvement Process Corporate Communications S t r a t e g I c Personal & Functional Accountability Analysis & Reporting Account Survey Response Data EMC Account Teams & Corporate Functions Account Detail Reporting Follow Up Incident Management ClosetheLoop T A C T I C A L Survey Data Collection EMC Customer Phone Internet

12 EMC RESTRICTED CONFIDENTIAL Customer Satisfaction Survey Process Overview n Customer base identification n Questionnaire & process development n Invitation n Customer survey interview n Follow-up activities n Summary / detail / analysis reports

13 EMC RESTRICTED CONFIDENTIAL 5-point Satisfaction Rating Scale EMC : Total Satisfied % Total Dissatisfied % EMC Customer Satisfaction Surveys Respondent Evaluation Choices: Very Satisfied Satisfied Somewhat Satisfied Dissatisfied Very Dissatisfied SCP: TOP BOX Measure Satisfied or Better Mesure

14 EMC RESTRICTED CONFIDENTIAL Comprehensive Satisfaction, Relationship, & Loyalty survey  Census of EMC customer base  Global reach – 30+ countries  Conducted semi-annually  Telephone, in native language of contact  Conducted by independent organization Response: % Overall company sat, loyalty, image, product, Sales, SE, PS, Billing, Customer Service The PRIMARY MEASURE of EMC and Global Service Global Customer Satisfaction Survey Periodic

15 EMC RESTRICTED CONFIDENTIAL EMC Global Customer Satisfaction Survey EMC Company Sat / Quality Images Loyalty Ease of Doing Business Intentions: Recommend EMC Continue to Use Purchase Additional Cost / Value Demographics Open-end Comments Areas Questionnaire Categories Products / Platforms (BMT–Specific Measures) Storage Software Sales Customer Service / Support Professional Services Billing & Invoicing

16 EMC RESTRICTED CONFIDENTIAL Customer Support Center Survey Transaction 3 days post Central Support engagement  Global, bi-weekly survey waves  2 Survey Targets: External - end-user customer Internal – EMC rep (support intermediary)  WEB survey  Conducted by independent organization 30%+ Response Evaluations and feedback from recently closed Customer Support Center cases. Overall Sat, Timeliness, Skill, Resolution, eBusiness.. The PRIMARY MEASURE of EMC Customer Support

17 EMC RESTRICTED CONFIDENTIAL EMC Customer Support Center Survey  Overall Satisfaction with the support EMC provided on this case  Time it took to obtain appropriate technical resource  Technical skill of support reps handling this case  Professionalism of support reps handling this case  Effectiveness of problem resolution  Time it took for your problem to be resolved  Sense of urgency EMC applied to this case  Timeliness of Updates received  Overall Satisfaction with EMC PowerLink Questionnaire Evaluation Attributes

18 EMC RESTRICTED CONFIDENTIAL EMC Customer Satisfaction Survey Event Surveys Tied to Performance Appraisal Customer Support Center Event Survey All completed Customer surveys are ed real-time to EMC Support Center Management upon submission Surveys forwarded to applicable Team Manager Team manager follows up with customer within one week and documents action items Each completed survey is held in employee’s personnel folder for use during performance evaluations The performance evaluations include a section on Customer Satisfaction where information about the surveys is reviewed

19 EMC RESTRICTED CONFIDENTIAL Module 1: The EMC SmartLoyalty Overview

20 EMC RESTRICTED CONFIDENTIAL SmartLoyalty Customer Intelligence Information at your Fingertips n Web-based solution by Walker Information n Provides global EMC users 24X7 direct access to:  Survey contacts database – updateable by multiple EMC orgs  Survey results located in linked databases  Survey results reporting functions with query / mining tools  Follow Up posting and reporting

21 EMC RESTRICTED CONFIDENTIAL What Happens next?

22 EMC RESTRICTED CONFIDENTIAL Surrounding EMC customers with a suite of Listening Posts n GLOBAL CUSTOMER SATISFACTION RELATIONSHIP / LOYALTY Survey (CSAT) n PRODUCT INSTALL QUALITY n PROFESSIONAL SERVICES / TSG n EMC / PARTNER SERVICE SUPPORT n CUSTOMER SUPPORT CENTER n PRODUCT SPECIFIC n GLOBAL ACCOUNTS n INTERNAL- Operations performance EMC n EXTERNAL - Company Comparative performance to competition

23 EMC RESTRICTED CONFIDENTIAL