As EMC transforms from a strictly storage company to an information services company, listening and responding to the voice of the customer is more important than ever, according to Jim Bampos, head of EMC’s Total Customer Experience program.

Delivering services is an increasingly critical part of EMC’s business. And Big Data plays a big roll.

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“Between quality [data] and voice of the customer, we deal with hundreds of millions of records on a regular basis,” said Bampos, speaking with SiliconAngle’s John Furrier on the floor of EMC World 2011 in Las Vegas. “So we have the same challenges our customers do.”

EMC runs a formal customer satisfaction program called Total Customer Experience, or TCE.

As Bampos describes it, “The first part is we listen. We have different listening posts throughout the company.”

“Then we make investments,” Bampos said. “We actually take their feedback, we prioritize it based on the things that are most important to customer success. And then we make investments. And we deliver.”

It’s a three-step process, according to Bampos. The first step is collecting and integrating massive amounts of customer satisfaction and quality data. Then comes analysis. Finally, Bampos and his team turn the analysis into actionable recommendations for EMC’s executives.

“I think the biggest change for the Total Customer Experience program is recognizing the different layers of customers that we have to deal with in our accounts,” Bampos said. “The challenges for a CIO versus the challenges for the people on the [IT] floor.”

To understand the different layers of customers, EMC uses its own Greenplum’s data warehouse software internally to run analytics. EMC acquired Greenplum, maker of massively parallel processing data warehouse technology, last year. EMC’s use of its acquired technology is very much a case of the company “eating its own dog food,” Bampos said.

He said making use of acquired technology from Greenplum, Isilon, VCE and others helps EMC better understand its customers’ needs. “We have a very integrated environment,” Bampos said.