Attention to customers! The Dell Hell’s case
What happens today if a customer complains about a company’s product and its attention to customer service? Probably nothing serious, unless the customer does not complain openly on his personal blog and unless his complaints are not shared by thousands of other users. In this case, the company in question should open well their eyes and ears and act as soon as possible.
Thus teach us the well-known case of Jeff Jarvis and his Dell Hell.
One post of 144 words to complain about the customer service offered by Dell, one of the first computer manufecturer, was enough to trigger a real media phenomenon anti-Dell. Jarvis only expressed his discontent, but he did online, using his blog BuzzMachine. As you know, the information on the internet travel at unimaginable speed and blogs in particular have the power to unite different voices and expand this information like wildfire. The Jeff Jarvis’ adventure with Dell, started on June 21, 2005 continued for a long time because of Dell seems not interested in listening its customers’ gripes. This meant for the company the loss of many customers and a consequent decline in profit of 28%.
But what Dell could have done to avoid it? We can find the answer to this question in the letter that Jeff Jarvis sent to Michael Dell, the company’s chairman, on 17 August 2005. The most serious error in case like this one is closed in themselves and do not pay attention to customers. Dell did it, preferring to pursue a policy of “tell-don’t-touch” towards blogs, ie closing his ears and not taking part in thousands of forums that had as subject” Dell “or” Dell Hell. ” But customers are those who consume the products, and lose customers means lose profit. As well as Jarvis counseled to Mr. Dell, we live in a changing world and online communication is a fundamental element especially for a company. As a critical comment on a blog can result in large loses for a company, so the solution is to use the same means that caused the hurricane and begin to interact with the customers online.
How to avoid this hurricane?
First, listening Jarvis, who, among other things, is a well-known and influential journalist, and getting in touch with him to start a collaboration to improve their service. Then the second step would be focusing on the customer care service, also creating a company’s blog to leave space for customers’ complaints and suggestions, and to talk openly with them.
These simple actions might have avoided Dell to lose the face in front of its customers , avoiding the need to rebuild their image online.
Although it took two years, the story of Jeff Jarvis and Dell seems to have had a happy ending. Would confirm that a post by Jarvis on October 18, 2007, where he recognizes Dell’s merit of having made great strides towards its customers, putting into practice his advice and focusing on a simple but crucial factor: the conversation with customers.