Dell Social Media Listening Command Center (LCC)

Social CRM

State the Problem/Challenge
Dell has been a social media thought leader since 2005. It began simply, as Dell reached out via blogs, forums and social media networks to customers needing support and/or to thank them for comments. Over time, Dell recognized these interactions were critical in developing customer relationships and goodwill.

But Dell also saw more.

Prior to 2010, Customer Relationship Management was primarily a one-way dialogue, where sales, service and marketing functionaries targeted selected customers and moved them through a sales pipeline. Through its pioneering social engagement experiences, however, Dell recognized that the explosion of social media channels and listening tools presented Dell with the opportunity to take CRM to a whole, new interactive direction---Social CRM.

In December 2010, the Dell Social Media Listening Command Center (LCC) was launched. This highly innovative hub unites social media and technology to connect Dell with its customer conversations around the globe. Dell developed the LCC as a way to enculture listening and engagement into the soul of the company. Today, Dell is not only listening, they’re providing almost instantaneous assistance to customers, and sending internal messages throughout the company to continually improve Dell’s products and services.

Through the LCC, Social CRM has been knit into the fabric of the company. The Dell Listening and Command Center is now aware of web conversations across the globe, assuring that the company hears and internalizes feedback — good or bad, large issues or small. It also plays a critical role in getting data to the right people at Dell who are empowered to learn about, solve and improve the company, wherever and whenever someone turns to it. The result: increased customer engagement, satisfaction and sales!

The LCC has quickly grown from two team members to 11 people monitoring and driving response for online conversations, worldwide. In addition, 50 people @Dellcares monitor conversations in 11 languages around the world– helping, engaging, mitigating and offering meaningful support to customers online.

Dell has also leveraged the LCC to train thousands of employees in social media, incorporating listening and engagement as a critical asset in their jobs. The online initiatives they implement continue to drive revenue and significantly improve customer sentiment.

Before the creation of the LCC, Dell was missing customer commentary and opportunities to resolve internal issues instantly. Since Dell began actively engaging customers in online conversations, it has seen a 30 percent decline in negative commentary about their products and services…and increased sales!

Issues to be Addressed
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Define the Target Audience
Internal and external Dell employees.

Goals & Objectives
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The Solution
Dell believes that the ability to listen and interact instantly is an investment in the company’s future and a way to continually improve its business.

The LCC allows Dell to listen, engage, act and share conversations across the Web. Instead of targeting customers, Dell now hears what they are saying and invites them to share their ideas. Instead of moving customers to a sales process, Dell participates with customers in a feedback cycle where consumer ideas are listened to and reacted to…growing product satisfaction, better customer service and ultimately, sales.

Within the LCC, relevant data and information is tracked, heard and shared with the appropriate Dell teams. In addition, the Center also instituted ways to embed and internalize feedback; streamline support functions; and empower all teams across Dell to work with communications tools that improve customer relationship management.

The Deployment
The LCC is charged with the following mandate:
• Monitor & Respond: Dell protects its brand. Monitoring Facebook, LinkedIn, Twitter and blogs Dell defends its brand, answers questions and mitigates misinformation before it spreads across the web.
• Educate and Inform: Dell takes the time to tell customers about their services and expertise.
• Establish Thought Leadership: Dell pulls new people into the communications funnel….and learns in the process. For example, perhaps a local business owner didn’t realize (A) they had a pain point and (B) Dell has the skills to solve their problem.

Through proactive listening and communications, the right Dell specialist contacts the owner and addresses the issue, leading to a future relationship with the customer (and their online associates) that otherwise may not have otherwise materialized.

Uniquely leveraging Radian6 analytic tools, Dell now monitors an average of 22,000+ daily web posts in eleven languages. The LCC listens, while individual teams--like Dell SOS, product development and brand teams--respond across all channels. (On Twitter alone, they exceed the circulation of the top 12 daily newspapers in the U.S!)

Dell’s partnership with Radian6 provides Dell with flexibility to collect conversations and analyze real-time data. Once the information is gathered, the LCC shares it with appropriate internal teams, connecting conversation participants with the right Dell employee to answer a question, resolve an issue or hear a comment. With over 5,000 Dell employees trained in social media, Dell is having in-depth, focused interactions with customers, daily. Dialogues may be positive or negative feedback; customer support questions; or even product improvement suggestions.

Social Customer Relationship Management now touches all aspects of Dell’s business. SCRM is embedded in the company, connecting with Dell with its customers to listen, engage and act in every facet of business…and generate more sales!

The LCC gives Dell the information and tools it needs to evolve and raise efficiency, while driving positive brand sentiment across social media platforms.

Challenges and Obstacles
Prior to 2010, Customer Relationship Management was primarily a one-way dialogue, where sales, service and marketing functionaries targeted selected customers and moved them through a sales pipeline. Through its pioneering social engagement experiences, however, Dell recognized that the explosion of social media channels and listening tools presented Dell with the opportunity to take CRM to a whole, new interactive direction---Social CRM.

In December 2010, the Dell Social Media Listening Command Center (LCC) was launched. This highly innovative hub unites social media and technology to connect Dell with its customer conversations around the globe. Dell developed the LCC as a way to en-culture listening and engagement into the soul of the company. Today, Dell is not only listening, they’re providing almost instantaneous assistance to customers, and sending internal messages through the company to continuously improve their products and services.

Before the creation of the LCC, Dell was missing customer commentary and opportunities to resolve internal issues instantly. Since Dell began actively engaging customers in online conversations, it has seen a 30 percent decline in negative commentary about their products and services…and increased sales!

Results
Dell’s LCC monitoring efforts have:
• provided quicker response times to customers
• improved issue management and contain potential issues/crises
• reduced Customer Service calls
• increased revenue for Dell
• improved ability to coordinate internally
• developed an early warning system
• streamlined Dell’s online response protocols
• provided the ability to set expectations and address misconceptions with customers
• instantly improved product groups
• provided customer feedback around engineering to provide better quality products for the customer

Results include:
• 20,000 customers served through the LCC
• Resolution rate of 99% - based on customer satisfaction
• 46% increase in customer reach, with same number of employees
• 34% change from “demoters” to “promoters”

Examples of customer ideas/insights Dell implemented from Social Media monitoring:
• Provided more Linux availability
• Launched product (RED) line
• Launched FastTrack PC shipment
• Removed bloatware
• Redesigned keyboard on one of Dell’s best selling laptops, the Mini 10, when customers specified that the apostrophe was positioned awkwardly and needed to be moved

The December 2010 launch of the Listening & Command Center puts Dell ahead of the curve ---investing time, people and resources to en-culture Social CRM within the entire company to improve total customer satisfaction. Dell’s vision was to knit social media and customer relationship management into the fabric of the company. Innovation from the Listening Command Center allows them to do just that -- all around the world.

The Team
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Tools Involved (vendors included)
Uniquely leveraging Radian6 analytic tools, Dell now monitors an average of 22,000+ daily web posts in eleven languages. The LCC listens, while individual teams--like Dell SOS, product development and brand teams--respond across all channels. (On Twitter alone, they exceed the circulation of the top 12 daily newspapers in the U.S!)