CRM practices in Dell Inc.

7,764 views
7,341 views

Published on

1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
7,764
On SlideShare
0
From Embeds
0
Number of Embeds
100
Actions
Shares
0
Downloads
485
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

CRM practices in Dell Inc.

  1. 1. “BUILDING GREAT CUSTOMER EXPERIENCES”<br />Presented By:-<br />Pallavi Gupta 500901036<br />SalilMahajan 500901058<br />ShrayJali 500901062<br />
  2. 2. Roadmap of the Presentation<br />Company Introduction<br />Business Strategy<br />CRM Strategic Objectives<br />CRM Softwares @ Dell<br />Social Media Presence<br />CRM Techniques<br />Pre-sales<br />Customer Interaction & Education <br />Expert Advice & Opinions<br />Post-sales<br />Home Users <br />Small Businesses <br />Enterprise support<br />
  3. 3. CEO: Michael Dell <br />Registered as 'PC's Limited‘ in 1984 <br />From his condominium in Austin, TX <br />Capital: $1,000<br />Sold IBM PC-compatible computers<br />Dell Inc.- Company Intro <br />
  4. 4. Known for its innovative customer service and product custom configuration<br />Dell’s collaboration with other computer software companies has allowed it to become a leader in CRM<br />It is not an inside-out company but outside-in <br />
  5. 5.
  6. 6. Mission<br />“to be the most successful computer company in the world at delivering the best customer experience”<br />
  7. 7. Segmentation<br />Backbone of Dell computers<br />Based on segmentation, company takes its positioning and modifies its offerings for each segment’s customers. <br />
  8. 8. “An Important element of virtual integration with customers is segmentation. The finer the segmentation, the better able Dell is to forecast what customers are going to need and when. Then coordination of flow of strategic information comes to stage all the way back to suppliers, effectively substituting information for inventory” <br />
  9. 9. Dell Business Strategy <br />Faster inventory turnover and reduced inventory levels <br />Incorporate new technologies and components into its product offerings. <br />Online support to onsite customer-dedicated systems<br />
  10. 10. Dell Direct Model <br />DELL GOES ONLINE- DELL.COM (July 1996)<br />
  11. 11. Dell Direct Model <br />Served its online customers with 12 sales reps and 2 order processors<br />Cost cutting by eliminating the retail stores and spend those saved dollars on customer service and other after sale services in order to build great relationships with customers<br />500 million page visits per quarter to www.dell.com<br />
  12. 12. Highlights for direct model and crm<br />Contacting with the customer directly & capturing as much information as possible<br />Eliminating middlemen<br />Building computers based on customer’s needs. <br />Engaging with customer on each touch point as productive & efficient as possible. <br />
  13. 13. CRM STRATEGIC OBJECTIVES<br />
  14. 14. DELL’S CRM STRATEGY<br />
  15. 15. CRM softwares @ DELL<br />Three types of software that facilitate Dell’s CRM: <br />Marketing automation software: Hotlink<br />Custom designed Web pages containing purchase data: Premier Pages<br />Data mining system that benefits the sales, marketing, financial and management segments of Dell: ProClarity<br />
  16. 16. Hotlink<br />Marketing automation software <br />Effective targeting<br />Efficient marketing communications<br />Real-time monitoring of customer and market trends<br />Gives Dell free advertising – word of mouth<br />
  17. 17. Custom Internet sites, called Premier Pages™, for various corporate and institutional customers, allowing these customers to simplify and accelerate procurement and support processes<br />
  18. 18.
  19. 19. In-depth analytical abilities, resulting in highlighting positive and negative areas of business<br />Enables Dell to measure trends and successes<br />Sales management can track activity within accounts and lapsed quotes can be acted upon<br />The marketing department can track customer activity, product sales and marketing mixes <br />
  20. 20.
  21. 21. i2 Planner<br />e-Business software to meet it supply chain needs. <br />i2 Supply Chain Planner<br />i2 Collaboration Planner<br />i2 Factory Planner<br />Used to coordinate the build-to-order processes from order placement to customer support<br />Profile customers, target them using their medium of preference, and also measure the results. <br />
  22. 22. Enables Dell to pull material into its factories every two hours based on real time customer orders<br />Tracks backlog numbers, stock status and supplier commitments<br />Lets the supplier know what parts to deliver to which factories to meet customer demand<br />
  23. 23.
  24. 24. SaaS portfolio<br /> Provides customers with cloud-based applications that help simplify and automate IT management<br />
  25. 25. CRM<br /> Generate more leads, effectively market through multiple channels, optimize lead management, convert leads into customers, view all account-related information and activities, keep sales reps working productively, analyze your sales pipeline<br />
  26. 26.
  27. 27. Social Media Presence<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32. Techniques<br />
  33. 33. Pre-Sales customer support<br />
  34. 34. Customer Interaction<br />
  35. 35.
  36. 36. Customer Education<br />
  37. 37.
  38. 38.
  39. 39.
  40. 40. Expert opinions<br />
  41. 41. Expert advice<br />
  42. 42. Dell Financing options<br />
  43. 43. Post-Sales customer support<br />
  44. 44.
  45. 45. Home users<br />
  46. 46. Experience Sharing <br />
  47. 47. Small businesses<br />
  48. 48. Enterprise support<br />
  49. 49. Success Factors<br />Superior customer experience through direct, comprehensive customer relationships<br />Cooperative research and development with technology partners<br />Computer systems custom-built to customer specifications <br />Service and support programs tailored to customer needs<br />
  50. 50. For large corporate and institutional customers, <br />Pre-sale: the Company works with the customer to plan a strategy to meet that customer’s current and future technology needs <br />Post-sale: direct relationship by establishing account teams, consisting of sales, customer service and technical personnel<br />For small-to-medium businesses and individuals <br />through account representatives<br />telephone sales representatives or Internet contact. <br />
  51. 51. Paperless purchase orders<br />Global pricing<br />Real-time order tracking<br />Purchasing history <br />Account team information<br />Small business customers: Online virtual account executive<br />Domestic customers: Spare-parts ordering system, and a virtual help desk featuring natural-language search capabilities and direct access to technical support data<br />

×