EMC Corp. Customer Service President Kevin Roche says that his department can now leverage data to create a more “predictive, proactive, solutions support model.” Roche also sees interesting results from “leveraging big data and providing analytics in a closed-loop process,” he said in an interview with theCUBE during EMC World 2015.

Solutions across the Federation

From a customer service perspective, Cloud becomes a part of the solutions support model. “Cloud drives a different type of behavior and information,” Roche said. “Once you start talking about Cloud, Big Data and trust, you really start talking about these things as solutions across the Federation.”

Roche noted that in a solutions-oriented market, EMC customers don’t necessary call about product, but call EMC to help diagnose issues that fall outside of the EMC platform. He added that social media plays an important role in customer communication.

“We get information from social media that drives customer experience,” he said. “It provides agile feedback that we need to move on quickly.”

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of EMC World 2015.