Dell Case Study

ASSIGMENT 2 CASE STUDY - DELL

1. Dell’s research methods

* Dell’s direct customer based approach, allows dell to maintain a close interaction with customers and get honest feedback from them, the interactive process gives Dell critical data about how customers feel about products and what they would like products to do, in order to improve their services and products, some of the way dell conducts research on its customer are:

* Community link on dell.com/ support forums – costumer care board

* Rating and reviews

* Costumer spotlight

Features of Dell’s research

* Since November 2006, Dell customers have submitted ratings and reviews on dell.com in more than 62 countries in 14 languages. More than 155,000 reviews have been submitted on more than 6,500 products, and the majority of their customer ratings are four or five stars (out of five).

* What Dell measured

* Dell compared statistics on shoppers who viewed customer Ratings & Reviews versus those who did not view customer reviews. Data was collected over more than a year. The most compelling discovery was that the customer conversion rate doubled on products that had visitors engaged with the reviews content.

* To take it a step further, Dell wanted to promote its customers more directly in the online stores so other customers shopping for Dell laptops and desktops could read in real time what they thought.

* In addition, Dell’s customer spotlight campaign features a customer, the specific system they purchased, and the review of his or her PC. Dell created this campaign as a way for shoppers to get recommendations from consumers with similar profiles and needs.

* Dell started by identifying products it wanted to spotlight, and then searched for reviewers who were happy and gave good descriptions of how they used the product. Dell then asked these contributors to participate by sending Dell a photo, which was included with the review in the section. Reviewers...