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Dell's Website Features Two-Way Communication Tools for Customers
General Discussion
In looking for some product information on the Dell web site, I stumbled across several features of the site that are designed for two-way customer communication, with a good dose of videoactivity. At dellideastorm.com, customers can post ideas for new products and services, as well as tracking progress of new products that are in the works. At studiodell.com, a video upload feature encourages customers to share their stories. Dell is looking for home-grown video testimonials of up to five minutes that feature Dell products, services or users at work. Content is not edited. An interesting mix of video posts can be found here. In addition to video case studies for a variety of applications, Dell also allows posting of customer feedback - positive and negative - on their site. The Webby Awards selected StudioDell for The People's Voice Award this year in the Interactive Advertising Category/Rich Media Advertising. Dell's acceptance speech (award speeches are limited to five words) was "this is only the beginning." In today's advertising revolution, it is said that customers are "finding their voices." Dell is an example of a brand that is setting the stage for not only soliciting, but listening to and incorporating customer feedback. A bold alternative to traditional advertising in which marketers have historically controlled the message... |
Web Logs
The Dell Site is a good one
In my old tech support job, I *loved* the "live chat" feature. Rather than sit on the phone on hold for 40 minutes, going crazy, you could just communicate back and forth with a Dell rep online. In a strange way, it was much more efficient than face-to-face (voice to voice?). You could outline the problem in print, then give the rep time to look up concrete information. The rep didn't have to sound dopey, and you didn't have to waste your time while they looked for the right answers. You just shrunk down the Dell window to keep an eye on things, and went about your work.
Obviously, they've gotten a lot more sophisticated since then. I really think that allowing negative commentary is the right move. An occasional black mark confers authenticity -- hey, it's not rigged. And if you drew a whole boatload of negativity, well, that's probably something your company should know about!
Dell, meanwhile, gets a double benefit. Allowing the consumers a voice is good in and of itself -- but using technology to do it is especially fitting for a computer company. It basically shows off their product: hey, we've got all these Dells, and looky what we can do!