BlackBerry CEO John Chen on his turnaround strategy

John Chen has an enviable track record as a turnaround specialist for troubled tech companies. But the 58-year-old Hong Kong native knew hed really have his work cut out for him when he assumed the role of CEO at BlackBerry, one of Canadas most iconic tech companies. That was five short months ago.

BlackBerry was in desperate shape at the time, shedding customers and losing billionsas more aggressive and nimble smartphone companies helped themselves to a market share that was at one time so solid, it seemed to be aBlackBerry birthright.

But how to engineer theturnaround? How even to stop the hemorrhaging?

In a wide-ranging and revealing interview with Amanda Lang, host of The Lang & OLeary Exchange, Chen spelled out the rationale behind his customer-first repair strategy.

To that end, Chen did a lot of listening to his core customers the long-neglected business market (whats often referred to as the enterprise market). He tried to find out what they dont like and what they do. If the customer likes it, its the right thing to do, he says a phrase that amounts to Chens turnaroundtagline. Discussions like that persuaded him to bring back some much-loved but abandoned features.

I knew wed have to stabilize the company and show some level of confidence, Chen says. And the only way to do that is to tell your customers that youre here to stay; were very focused on delivering better products, better services, going forward.

If the customer likes it, its the right thing to do- BlackBerry CEO John Chen

Chen knew his enterprise users were starting to worry. Not to worry, was Chens message back. Were here to stay and theres a future plan of good technology and services.

But the CEOsays his companys more than 60 million mobile subscribers arent being forgotten in the rush. I dont want anybody to think that BlackBerry is walking away from the mass market. But in order to repair the company, especially on the financial side of the equation, I need to focus on the enterprise customer first.

No sale...at least, not yet

Some analysts have speculated that Chens cleanup, his aggressive cost-cutting, seems designed to pretty up BlackBerrys balance sheet for a possible sale. Maybe down the road, in "a number of years... ages... decades...", he told Lang, but not now, he insists.

I have no interest in selling the company, Chen said. Not at this point. I think the company has a lot of value. Im interested in unlocking that value. I think the shareholder will not be as rewarded by selling at this point because our full value hasnt been realized.

Just watch us, seems to be Chens message to the shareholders, the customers, the competitors, and especially the doubters.

Is it working? Chen thinks the doubters are starting to come around. People are [saying]...maybe theres a chance itll come back. All I ask for is that, to give us the opportunity to execute.