“BUILDING GREAT CUSTOMER EXPERIENCES”

Presented By:-Pallavi Gupta 500901036Salil Mahajan 500901058Shray Jali 500901062

Roadmap of the Presentation• Company Introduction• Business Strategy• CRM Strategic Objectives• CRM Softwares @ Dell• Social Media Presence• CRM Techniques– Pre-sales

• Customer Interaction & Education • Expert Advice & Opinions

– Post-sales• Home Users • Small Businesses • Enterprise support

• CEO: Michael Dell

• Registered as 'PC's Limited‘ in 1984

• From his condominium in Austin, TX

• Capital: $1,000

• Sold IBM PC-compatible computers

Dell Inc.- Company Intro

• Known for its innovative customer service and product custom configuration

• Dell’s collaboration with other computer software companies has allowed it to become a leader in CRM

• It is not an inside-out company but outside-in

“to be the most successful computer company in the world at delivering

the best customer experience”

Mission

Segmentation

• Backbone of Dell computers

• Based on segmentation, company takes its positioning and modifies its offerings for each segment’s customers.

“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”

Dell Business Strategy

• Faster inventory turnover and reduced inventory levels

• Incorporate new technologies and components into its product offerings.

• Online support to onsite customer-dedicated systems

• DELL GOES ONLINE- DELL.COM (July 1996)

Dell Direct Model

Dell Direct Model • Served its online customers with 12 sales reps and 2

order processors

• 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

• 500 million page visits per quarter to www.dell.com

Highlights for direct model and crm

• Contacting with the customer directly & capturing as much information as possible

• Eliminating middlemen

• Building computers based on customer’s needs.

• Engaging with customer on each touch point as productive & efficient as possible.

CRM STRATEGIC OBJECTIVES

Better customer loyalty

Greater customer

satisfaction

Higher sales and marketing

performance

Improved marketing efficiency

Stronger brand consistency

Improved customer

profitability

More cost-effective

customer service

Make segmentation and identify customers

Listen to their customers

Learn from customers

Each member is a student who is responsible of learning from the customers.

DELL’S CRM STRATEGY

CRM softwares @ DELL• Three types of software that facilitate Dell’s

CRM: – Marketing automation software: Hotlink – Custom designed Web pages containing purchase

data: Premier Pages– Data mining system that benefits the sales,

marketing, financial and management segments of Dell: ProClarity

Hotlink• Marketing automation software – Effective targeting– Efficient marketing communications– Real-time monitoring of customer and market

trends

• Gives Dell free advertising – word of mouth

• Custom Internet sites, called Premier Pages™, for various corporate and institutional customers, allowing these customers to simplify and accelerate procurement and support processes

• In-depth analytical abilities, resulting in highlighting positive and negative areas of business

• Enables Dell to measure trends and successes

• Sales management can track activity within accounts and lapsed quotes can be acted upon

• The marketing department can track customer activity, product sales and marketing mixes

• e-Business software to meet it supply chain needs. – i2 Supply Chain Planner– i2 Collaboration Planner– i2 Factory Planner

• Used to coordinate the build-to-order processes from order placement to customer support

• Profile customers, target them using their medium of preference, and also measure the results.

i2 Planner

• Enables Dell to pull material into its factories every two hours based on real time customer orders

• Tracks backlog numbers, stock status and supplier commitments

• Lets the supplier know what parts to deliver to which factories to meet customer demand

Provides customers with cloud-based applications that help simplify and automate IT management

SaaS portfolio

CRMGenerate 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

Social Media Presence

TECHNIQUES

Pre-Sales customer support

CUSTOMER INTERACTION

CUSTOMER EDUCATION

EXPERT OPINIONS

EXPERT ADVICE

DELL FINANCING OPTIONS

Post-Sales customer support

HOME USERS

EXPERIENCE SHARING

SMALL BUSINESSES

ENTERPRISE SUPPORT

Success Factors• Superior customer experience through direct,

comprehensive customer relationships

• Cooperative research and development with technology partners

• Computer systems custom-built to customer specifications

• Service and support programs tailored to customer needs

• For large corporate and institutional customers, – Pre-sale: the Company works with the customer to plan a

strategy to meet that customer’s current and future technology needs

– Post-sale: direct relationship by establishing account teams, consisting of sales, customer service and technical personnel

• For small-to-medium businesses and individuals – through account representatives– telephone sales representatives or Internet contact.

• Paperless purchase orders

• Global pricing

• Real-time order tracking

• Purchasing history

• Account team information

• Small business customers: Online virtual account executive• Domestic customers: Spare-parts ordering system, and a

virtual help desk featuring natural-language search capabilities and direct access to technical support data