The Big Brand Theory:
Dell Gets Intimate with Customers
Ric Dragon
In one of those iconic technology company-started-in-adorm-room stories, Michael Dell saw that there was value
to be created in selling computers directly to consumers. In
the early 80’s, that simply wasn’t the way of the world, and
for the eponymous Dell, the insight would result in one of the
most successful businesses of our age.
Today, the ethos of customer intimacy is embodied in the
brand’s approach to social media. According to Amy Heiss,
Global Program Manager for Social Media Training and
Activation (SMaC U) at Dell, the emphasis isn’t on everyone
learning to engage on social. “Instead,” she said, “we do
think everyone should be listening in social. We certainly feel
like there is an opportunity no matter what your role is; no
matter what your business unit you’re a part of, to connect
more closely with your customers; hear what they’re saying.”
The organization provides training to any Dell employee
regardless of their grade level or tenure. Training is provided
so that at the very least, each employee understands Dell’s
point-of-view in social media, policies, overall corporate
strategy, and how social media is used to talk about the
brand - and then how all that is different from using social
media at a personal level.
The training covers everything from how to amplify Dell’s
messages to the software and tools that are made available
within the company. There’s also a real emphasis on how
each individual can use social to really listen to and connect
better with customers.
The listening part is really emphasized. If employees were
simply encouraged to
use social media more
frequently, it might lead
to a lot of useless chatter.
By focusing on listening,
though, the emphasis
is on connecting more
closely with customers.
Heiss added, “whatever
business unit you’re part
of, we want you to have
social media as part of
your DNA.”
When an employee hears something on social that they feel
is relevant, whether it’s good or bad, they’re encouraged
to bring it to the attention of the organization’s Digital
Command Center team. Dell also uses SalesForce Chatter
to encourage social media usage within the company.