Dell turning the bullhorn around
1. Direct2Dell - blog where people could start talking to Dell about their experiences. 2. Instantly responding to fiascos (like the exploding laptop) 3. CES - blogger lounge with Michael Dell 4. Dell Idea Storm 5. Delivering on the ideas generated in the tool 6. rinse. repeat.
benefits of embracing the chaos
• you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had
not customer-centric • • You
do everything you can to keep You have a long list of customer your customers on your website. relations policies. Any exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website as • whether you are successful. You need to create multiple instructional videos so that your customers will understand how to • When budgets get tightened, you use your product. make cutbacks in areas like customer service, marketing, • support staff and design. You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product. • You are bothered by a customer describing your product in their own words that doesn’t match your brand.
customer-centric • • You send
customers to other Your customers are doing things websites. with your product you never dreamed and are posting videos. • You measure how many people refer • their friends to you as success. Influencers are adding you as friends on social networks. • You let people feed in their content • from other sites easily. You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
about those rockin’ images: •
Many are from iStockphoto.com (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...