I understand that you are disappointed in the customer service you encountered when your Dell crashed time and time again. Let me tell you, I hate Dell too. I bought a Dell in 2001 as an innocent and gullible 17 year old waltzing into her freshman year in college. Although my computer still runs (for the most part)), I too encountered many an issue with their customer service. So, I’ve officially stopped using Dell. Of course, I’m not sure it’s because I don’t like Dell or if it’s because I just love Apple. Either way, I’m not a customer and for one main reason: customer support.
This simple phrase, “customer support” is clearly where the Dell business model went completely wrong. More specifically, “customer.” Somewhere along the way, they seemed to have forgotten that the point of their company was to serve their customer and not to produce machinery. And not just customers but people. Yes, they’re dealing with computers. But every monitor has a face in front of it, whether it be in Dell headquarters, or outside of it. So, when they think Dell, they should have been thinking of the reflection of the Dell in the eyes of the person in front of the monitor and not about whether or not the Dell logo stamped on the plastic rectangle at which they’re growling was placed at the correct angle. So, had I been Mr. Dell, I would have done the following:
1. Called Dell myself as a disgruntled customer to see what happens and get a taste of what it’s like to deal with the customer support at Dell. Just pick up the phone and use an alias. He must have experienced it before when calling your phone service provider, bank or insurance company. From there, I would then be able to isolate the necessary changes.
2. Speed it up! It’s true, you don’t need to answer to everyone’s beckon call but at the point at which a blog about IT hits national press you should start to feel the ground shake a bit. Not to mention that while you, Jeff Jarvis, are no Rupert Murdoch, you are a prominent figure in your own right who could have used multiple outlets to express your concern and you kindly did it on your blog instead of a print publication. Nowadays, however, blogs get more readership than print so this comment really only applies to 2005.
3. Speed it up some more! OK, so he didn’t respond at the right speed…and neither did the customer support. You have to be there for your loyal customers when they need help. We all know what it’s like to get the death screen and feel like your whole life is just slipping away into the abyss.
4. Listen up! At the end of the day, Dell is what we allow Dell to be. If they don’t listen to the customer complaints or acknowledgements, then how do they plan to produce for the clientele? The lack of communication between Dell and their customers (probably within Dell as well) created a massive disconnect.
5. Make the effort! Innovate! Dell had been running the same ship for a while, following the same protocol and receiving the same complaints. Just because it quasi works doesn’t mean it’s good enough and just because it’s good enough doesn’t mean you shouldn’t try to make it better. Don’t worry about the protocol of the others. Allow yourself to stand out with new ways of reaching customers and answering to needs. Come up with new forms of support and just try new things. People want to see you try even if you don’t get it right the first time.
Jeff, it’s been real. Are you still a PC guy or are you on to Mac?
Warm regards,
K
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