Dell Hell

Who is Dell?

• a company that sells computers with customizable options
• Dell employs 96,000 workers
• sells over 110,000 computers every day
• by 2009 Dell was grossing over $61 billion a year

What happened?

• In 2005 Jeff Jarvis, a noted print journalist and blogger
• posted a rant on his blog explaining a horrible customer service experience
• This caused an uproar from other angry or dissatisfied Dell customers
• all this spawned the term "Dell sucks"

Time for change!

• After the tarnishing from social media, dell made a move
• In 2006 Dell launched a company wide social media marketing campaign
• Dell sought to engage consumers and improve customer service
• using every conceivable social media tool, Dell trained its employees
• within two months, 2000 employees had been trained

Change continues

• 2007, Dell creates IdeaStorm, a social network connecting the to consumers
• through IdeaStorm, Dell employees discuss ideas presented by consumers
• often incorporating the best ideas in their products and services

The call to action

• IN 2007 Ricardo Guerrero, a Dell employee, championed Twitter use
• what started as a one way means to push product information
• turned into a way for customers to connect with Dell employees
• By engaging customers on Twitter, Dell improved awareness and rep
• Dell turned enthusiastic Tweeters into brand advocates multiplying the effe

In the end...Beginning

• Before "Dell Hell" the company didn't connect with the consumer
• now that they have changed their approach, they are removing their bad rep
• reducing their ratio of bad feedback from 49% to 22% in 2009
• Dell finally realized the secret to success is communication with customers
• to stay current Dell constantly monitors and changes its social media