Customer Relationship Management (CRM) is one of the most efficient systems which could be implanted in a company for its success. CRM is a process, a data mining, a technology and a philosophy base on the customer which aims to strengthen the relationship between the customers and the company, to make them loyal to the brand. It allows companies to have important information regarding the customers, so the company can personalize its products in relation with the customers' expectation and needs, with low costs. Dell uses the CRM to optimize it clients' management. The CRM is the strategy employed to go from a product oriented-company to a customer-oriented company, which is all based on customer satisfaction. If the CRM process is well implanted in a company, it gives a lot of assets like the cancellation of the activities with no added value, the customers' loyalty which could result in an increase of the sales in the company and also an increase of the profit in a long term view (Karine, 2008).
Since its creation, Dell's power lies in the close and direct relationship with its customers. Michell Dell really worked right from the beginning to establish the company in the computer business. Over time, he realized that this approach to the customer is the strength of his company. In this report, we will try to present Dell to better understand its success and how it manages to do that. We will also analyze its products and make a quick comparison with Apple to see the differences between the two leaders of the computer market and we will finally focus on the understanding of its CRM strategy which is the operational excellence. In the final section, we will present a brief conclusion of our findings.
[...] Here are a few reviews: • Studio15 (laptop): 320GB is a dream for a DJ who is always using the computer to perform my music. Great scene quality and long battery charge. This computer never freezes and keeps multiple windows active which is studio quality. • Studio15 (worst experience): The computer quickly made clicking and beeps sounds. Doesn't turn on anymore and would not recommend it to a friend. • Inspiron15 (Student selection) Bought it for her son who is going to secondary school. She purchased CPU upgrade vs. [...]
[...] In 2010's consumer report, Dell's overall rating beats all these leading companies except for Apple (C. Reports, 2010). Apple is Dell's biggest competitor because they challenge Dell to come up with “State of the Art” products for their company and pushes them to achieve the best desktops and laptops. Acer's, Gateway's, and eMachine's products were voted the worst desktop/laptop computers of this year. Dell's competition is an uphill battle when it comes to Apple's operation strategies. Apple controls the hardware as well as the operating system of all the products. [...]
[...] One of the problems that occurred previously before this new model was the keyboard overheating after hours of usage and the key buttons falling off. PC Magazine says they have proven to fix problems and have made a comeback with clear screen, fire wire USD ports, and many detailed entertainment selects (PC Magazine 2010). This computer received 4.5 out of 5 stars in their rating. Dell continues to show improvement even with the pressure of competing companies. The best way to improve on their quality is through consumer reports and reviews to understand what people like and dislike about their products. Part III. [...]
[...] National Multimedia Dell to Set up Build-to-Order PC Shops. National Multimedia Newpaper. http://www.lexisnexis.com.mcc1.library.csulb.edu/us/lnacademic/search/homesu bmitForm.do March 2010. Notebook Check Reviews on Dell Computers. www.notebookcheck.net/Dell .html March 2010. PC Magazine Reviews on Dell Computers. http://www.pcmag.com/search_redirect/?qry=dell+computer+reviews&searchSectio n=0&site= March 2010 Vance, A Could Dell Outdo MacBook Air?. Late Edition of New York Times. http://www.lexisnexis.com.mcc1.library.csulb.edu/us/lnacademic/search/homesu bmitForm.do March 2010. (F. [...]
[...] DELL also became closer to each of its customers thanks to its unique sales' technique. In fact, as there are many different types of customers, who don't have the same needs and expectations from their computers; DELL makes the choice to sell its computers online. Then the customers can choose which computer is the best for them, adding options to make it personal if wanted and so feel really satisfy, because the customer will have chosen his computer from A to and not just one model which will be bought by thousands of customers. [...]
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