Tag Archives: Dell

What a pivotal year in our industry! Mobile, Cloud and Social making new leaders

What a pivotal year in our industry! Let’s face it, IT has been attesting more evidences that its tectonic forces at work did let emerge new leaders and previous ones fade.

Combining this to Big Data and associated analytics to get a modern business insight, let’s attest we’re already in a new world. Get ready if you’re not already! CIO, CMO, CDO or CEOs, don’t let your competition harness these revolutions before you get a chance to compete or lead: initiate change now.

Michael Dell returns as the CEO: the shake-up is on its way

I’ve been commenting and highlighting for some time what was appearing to happen at Dell — you can read all Dell related posts on Marketing 2.0. Dell customers should be glad to see Michael Dell return as the CEO of the company he created and by the way investors as well. Why? Mainly because Michael Dell has always been focused on customers satisfaction.
Let’s take a close look in the coming weeks to the concrete changes Michael Dell will initiate to turn things around. To begin with his recent e-mail to Dell employees already indicates that he will attack bureaucracy and develop its global services business.

I would repeat my recommendation, in a pure Marketing 2.0 inspiration:

“Appoint a Marketing 2.0 executive that you’d call Chief Voice of Customers Officer, with Web 2.0 as the only authorized marketing media. Engage the customer community in a genuine, transparent and honest 2 way conversation with your brand.”

Of course this is not to be considered as the only thing to be done, but one that could not be forgotten. Customer loyalty is key to any business growth and trust is key to customer loyalty. Trust nowadays demands transparency and genuine customer centric business state of mind. Good luck Michael.

Michael Dell launches Dell 2.0

We have a tendency to highlight the negative when we report on news, maybe badly educated by the media. I wanted to come back on the Dell story once again to find out how was doing our flagship leader of the don’t get Dell’d syndrome.

First of all, let’s do a reality check on the battery recall issue. It’s been widening recently and Sony is really at the center of a communication crisis as now more than 7 million batteries are being recalled for replacement, according to the U.S. Consumer Product Safety Commission. The list of the winners are Dell with 4.2 million, Apple with 1.8 million, followed by Lenovo, Toshiba, Fujitsu, HP. Battery recall at Dell and Apple alone will cost more than $170 million. That’s a pretty extreme case study for all of you interested in quality impact to the bottom line. If you want to read the latest about it just go here.

Coming back on Dell, they’re handling the problem with this dedicated web site, and apparently trying to initiate a serious turnaround in their decline. What happened to their corporate blog One2one? Well first of all they’ve been changing the name to Direct2Dell for various reasons — Dell explains it here — that would give you a clue on how little prepared they were. By the way, they admire the One2one XXX site marketers SEO skills!

But the most interesting breaking news to me was the real backfire move from Michael Dell in a keynote at the Techdays on September 12. Michael is back and he’s launching Dell 2.0. Here is a Direct2Dell quote about it:

“Michael also talked a bit about Dell 2.0. He launched our Dimension products yesterday, including our first two AMD products for consumer and small business customers.” — more on this here

It produced at least one comment from a shareholder that goes like this:

“Nevertheless, the public response has been a shrug — with most commentary calling Dell 2.0 devoid of substance and the stock price remaining unmoved. In the absence, to-date, of many concrete components to Dell 2.0, the success of this “evolution” depends on the quality, creativity and discipline of management. Part of the public indifference is probably based on the unsatisfactory performance of Kevin Rollins and Michael Dell at Tech Day.” — more on this here, and Dell stock vs HP and Apple here.

I’m an optimistic and I like to focus on positive outcomes. I wish good luck to Dell for its Dell 2.0 venture but let’s make sure, message to Michael Dell’s staff, that Marketing 2.0 is not ignored anymore i.e. tell Kevin Rollins that customer satisfaction is more important than cost reduction to be a Hero at Dell.


Being a hero at Dell?

Just back from a very relaxing week, I wanted to give you a quick heads-up on this interesting “Dark Days at Dell” Business Week article. It reinforces our analysis that something geared reverse to customer satisfaction was happening, infringing many Marketing 2.0 basic rules. Refer to Marketing 2.0 mistakes: Dell and AOL in turmoil and Don’t you ever get Dell’d! chapter 2 if you missed the previous posts about it.

One major statement from Dell’s CEO Kevin Rollins gave me the clue I was looking for: “Being a hero at Dell means saving money.” did he say to Business Week back in 2003. If that is all it takes to be a hero and if this is the critical mission coming from your CEO, you bet customer satisfaction can only go South. Despite spending $115M to improve customer service, you can read further details in the article, nothing to me will really change at Dell before a probable new CEO states: “Being a hero at Dell means overwhelming customers expectations.”

After all, one of the main ingredient in Michael Dell’s original recipe for success was about highly considering customers and their desire for PCs, providing valuable guidance and relevant customized offers vs competition always considering PC buyers as dummies with over priced and over featured packages.

Marketing 2.0 mistakes: Dell and AOL in turmoil

I could not resist to highlight the Dell exploding batteries sequel. As probably most of you could not miss, Dell has decided to recall 4.1 Millions of its products, at Sony’s expense though. As we discussed here previously, the consequences of such a flaw could be devastating. Imagine a poor Dell customer working on a plane…

Such things are of course scary, but what did scare me as a marketer, was the way Dell initially ignored it from a Marketing 2.0 perspective. They finally posted something very “corporate” about it on July 13, see here. While they were launching a corporate blog Direct2Dell, to supposedly let directly their customers discuss their product experience, Dell demonstrated how not genuine consumer generated content can ruin a reputation and in the end generate more negative buzz than if nothing had been attempted. You’ll see, if you follow the Direct2Dell link, that now this flaming battery episode is all over their corporate blog (we are mid August!).

This could not happen at a worse time for Dell, which reputation and stock is under pressure as highlights eWeek. As Dell Q2 results just have been released, reported by AP as “Dell Posts Disappointing 2Q Amid Probe“, let’s see how this computer giant can overcome this difficult time. To be continued…

Another poor hero of our Marketing 2.0 series is AOL – read here. I’m not chasing bad news, believe me, but AOL just happen to make another giant step in making sure their customers will walk away: their research division revealed a list of about 658,000 users and the Web searches they made. USA Today is asking today :”Could the end be near for America Online?“, and this is only the start of a new negative buzz.

Well fellow marketers, let’s hope there’s a way out of ignoring Marketing 2.0 or Marketing 2.0 beginners mistakes. After all, this is part of our job as well. And don’t take me wrong, I wish Dell and AOL to recover quickly.