Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Setting new standards for customer advocacy.

L McDonald

    The Journal of Business Strategy
    |December 9, 1992
    PubMed
    Summary

    Dell pioneered direct PC marketing and manufacturer-direct technical support. Corporate buyers consistently rate Dell

    Related Concept Videos

    You might also read

    Related Articles

    Articles linked to this work by shared authors, journal, and citation graph.

    Sort by
    Same author

    Observing flow of He II with unsupervised machine learning.

    Scientific reports·2022
    Same author

    Incidence of cutaneous melanoma in patients with histologically confirmed dysplastic naevus: A follow-up study in a large UK Healthcare Trust.

    Skin health and disease·2022
    Same author

    Imaging Fluorescence of He_{2}^{*} Excimers Created by Neutron Capture in Liquid Helium II.

    Physical review letters·2020
    Same author

    Mechanisms of checkpoint inhibition-induced adverse events.

    Clinical and experimental immunology·2020
    Same author

    Liaison Paediatric Dermatology: A Retrospective Analysis of Consultations in a Paediatric Teaching Hospital and Assessment of Educational Requirements for Paediatric Trainees.

    The Ulster medical journal·2019
    Same author

    Improving polarized neutron imaging for visualization of the Meissner effect in superconductors.

    The Review of scientific instruments·2019

    Area of Science:

    • Business Strategy
    • Customer Relationship Management
    • Information Technology

    Background:

    • Dell Computer Corporation revolutionized personal computer (PC) sales through direct marketing, beginning in 1984.
    • The company was the first in the PC industry to offer technical support directly from the manufacturer.
    • This approach aimed to enhance customer experience and build brand loyalty.

    Purpose of the Study:

    • To examine Dell's strategies for institutionalizing customer satisfaction.
    • To understand how Dell achieved its leading position in post-sale service and support.
    • To identify key factors contributing to Dell's customer-centric business model.

    Main Methods:

    • Analysis of Dell's direct marketing and technical support models.
    • Review of corporate buyer surveys and industry reports on customer satisfaction.
    • Case study approach focusing on Dell's operational practices.

    Main Results:

    • Dell's direct-to-consumer model facilitates superior control over the customer experience.
    • Manufacturer-direct technical support is a key differentiator, leading to high customer satisfaction ratings.
    • Surveys consistently rank Dell's after-sale service and support as best-in-class among computer makers.

    Conclusions:

    • Dell's integrated approach to direct marketing and support has successfully institutionalized customer satisfaction.
    • The company's business model serves as a benchmark for customer service excellence in the technology sector.
    • Sustained focus on customer needs is critical for competitive advantage in the PC industry.

    Related Experiment Videos