Woman in Tech of the Week (5/11/16)
At EMC World 2016, several of the big names in the tech industry are providing informative contrasts of their approaches to various marketing strategies, but finding the commonalities across these fronts may be the key to pushing the market as a whole forward.
Bev Crair, VP and GM of the Storage Group at Intel; Karen Quintos, senior VP and CMO at Dell, Inc.; and Carolyn Muise, VP of total customer experience at EMC, joined John Furrier (@furrier), cohost of theCUBE, from the SiliconANGLE Media team, to share their respective views on customer engagement in a Big Data world.
The conversation acknowledged early on that customer interactions have fundamentally changed with the advent of Big Data. “There’s no question [that] customers, whether they’re consumers or even CIOs … they are changing the way they’re finding out about products and solutions,” Quintos said. “This age of the customer, this all-digital world, is dramatically changing how and where we engage with our customers. … When we have all of this rich customer data that we can stitch together, [it] gives us an incredibly unique opportunity to talk to them.” Quintos noted Dell’s long history of social engagement with customers, and said, “The rest of the world is kind of catching up to the fact that you can get instant feedback … and your ability to take that and mine through that data, figure out what parts of the conversation you care about … and what Big Data does in an all-digital world will help you prioritize the ones that matter.”
Muise highlighted four key attributes focused on by EMC in promoting similar engagement: “The voice of our customers, the voice of our partners, the voice of our field, together with that operational quality data, and look at it from a holistic end-to-end approach and understand how we leverage Big Data to drive innovation in technology, in processes and governance, as well as the culture of employee engagement.”
While these points are the basis of EMC’s interactions on the social front, Muise also noted, “The model of the way in which we consume technology will continue to evolve.”
Keeping up with the changes was a priority emphasized by all three speakers, with Quintos summarizing the essential adaptation: “I think the basic fundamentals still matter,” she said. “The difference is they’re coming at you in an unbelievable fast pace.”
Crair also provided a break-down of the challenges: “Ultimately, what our customers need from us is how do we help them serve their customers better, how do we help them grow their revenue, how do we help them grow their business?. That’s ultimately what it’s about, and it requires that simplicity, that ease, that customer interaction, that expectation. … There’s all kind of ways in which you engage humans, but really, that’s what it’s about.”
Be sure to check out more of SiliconANGLE and theCUBE’s coverage of EMC World 2016.
Have a nominee for our next Woman in Tech of the Week? Tweet @theCUBE.
Follow Bev on Twitter @bcrair, Carolyn @camuise4 & Karen @KarenDellCMO