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ABA11 Winner / How to Enter

Company: Dell, Austin, TX
Entry Submitted By: Zócalo Group
Company Description: Dell (NASDAQ: DELL) listens to its customers and uses that insight to make technology simpler and create innovative solutions that simplify daily activities and help people stay entertained, connected and in touch.
Nomination Category: Customer Service Awards Awards Categories
Nomination Sub Category: Customer Service Team of the Year

Nomination Title: The Dell Listening & Command Center

    Tell the story about what this nominated team achieved since January 1 2010 year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

        The world turns. And when the world turns to Dell, Dell responds. The new Dell Social Media Listening Command Center (LCC) connects the company to customer conversations around the globe, elevating the brand / customer relationship while serving as an aspirational benchmark for the rest of the corporate world.

        In December 2010, Dell launched the Social Media Listening Command Center (LCC)
to more actively listen, engage, act and share conversations across the Web and
to collaborate across the company to enhance customer service and product quality.

        Today, Dell is not only listening, they’re providing almost instantaneous
assistance to customers, and collaborating throughout the company to continually
improve products and services.

        Uniquely leveraging Radian6 analytic tools, Dell monitors 22,000+ daily web
posts, in 11 languages. The LCC listens, and provides the base for individual
teams--like Dell SOS, product development and brand teams—to hear and respond.
(On @DellCares Twitter alone, Dell exceeds the follower circulation of the top
12 daily newspapers in the U.S!)

        LCC’s innovation puts Dell ahead of the curve -- dedicating time, people and
resources to enculture social media across the company to improve total customer
satisfaction. It’s an unprecedented new level of customer service, global
interaction and collaboration.

        Trends are identified; problems recognized…and mitigated. The Center also
analyzes and internalizes feedback, while empowering internal Dell teams to
directly employ their SME expertise to engage with customers.

        The Dell LCC has 3 key outcomes:
•Listening Consistency
•Operations and Best Practices
•Systemic Early Warning

        To achieve these goals, they:
•Monitor and Respond: Monitoring Facebook, LinkedIn, Twitter and blogs Dell
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
•Customer Connectivity: Dell pulls expert teams into the communications funnel
so that the right Dell specialist addresses every issue

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

        Dell’s LCC monitoring efforts have:
•Contributed to quicker customer response times
•Improved issue recognition, mitigation and management
•Improved internal coordination and response consistency
•Served as an early warning system
•Avoided launching faulty products
•Reduced response time on systemic issues
•Provided the ability to set expectations and address misconceptions with customers
•Improved product groups
•Response to customer feedback around engineering, to provide better quality
products

        Results:
Dell customer support teams have enabled and empowered via innovative listening
tools and expansive internal coordination!
•20,000+ customers served
•Resolution rate of 99% customer satisfaction 
•46% increase in customer reach, with same number of employees
•34% change from “demoters” to “promoters”

        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. Customer
Service driven by the Listening Command Center allows them to do just that --
all around the world.

    List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        http://qs.ketchum.com/key?id=4fd795c00c4e33403de9c23816594d14

    Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:

        Michelle Brigman is the Director of Dell’s Social Media Ground Control & Command
Center, and is responsible for Dell’s listening and engagement operations.  Her
global team influences the Dell brand by ensuring the business units are
consistent and effective in their customer service interactions.  The team’s
efforts have been recognized in various articles, including  Forbes, Mashable
and ZDNet for their industry leading approach to listening and engagement.
Michelle has been with Dell since 1995 and has had roles in Sales, Call Center
Operations, IT, Customer Care and Customer Experience.