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Dell Technologies - Dell's Social Media Support

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Sales and Customer Service

Company: Dell Technologies, Round Rock, TX
Company Description: Dell Technologies is one of the largest technology companies in the world headquartered at Round Rock, Texas with over 138,000 employees. Dell manufactures, sells, repairs, and supports PCs, servers, data storage devices, network switches, computer software, computer peripherals, etc.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Customer Service Team of the Year - Recovery Situation - Technology Industries

Nomination Title: Dell's Social Media Support

Tell the story about what this nominated team achieved since the beginning of July 2016 (up to 650 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: TEXT REDACTED FOR PUBLICATION

We have brought one of the largest transformations in Dell by establishing Dell’s new Social Media support framework which utilizes cutting-edge technology to meet our customer needs and reform our business methodologies. The framework is reinforced with real-time ‘Listening’ of Dell’s 25M+ annual social conversations, ‘Content Creation’ across 16 languages, 11 platforms & 5 media formats for providing effective self-help options to customers seeking immediate solutions online, ‘One to One Support Engagement’ for customers looking for assisted directions on Dell owned social channels and a self-sustaining ‘Community Forum’ with 36M+ annual visitors for assistance of customers on non-Dell owned social channels.

Our listening centers provide 100% social conversations’ coverage and monitor over 180K sites/forums across 16 languages. 200+ attributes are rigorously tracked and analyzed for all Dell EMC products and service offerings. The 25M+ annual Dell’s mentions are parsed and analyzed real-time through our proprietary Natural Language Processing that delivers 92% sentiment accuracy. This proactive infrastructure has led to 97% reduction in executive escalations with zero escalations in last 12 months. This starkly contrasts with the numerous challenges that Dell witnessed in the old Social Media support framework which provided zero visibility on 80% of Dell’s 20M+ social chatter occurring on non-Dell owned channels.

Dell’s limited assisted support on owned channels further aggravated customer dissatisfaction. Dell’s social presence was confined to only 3 platforms and 4 languages for restricted hours per day. The average response time to any customer query was 48 hours. It took 9 interactions on average by support staff to address a service request and approximately 7 days for issue resolution. Moreover, there were no social media consumable support content available for enabling customer self-help.

The situation was completely transformed by onset of a 'Deep Data Science' driven ecosystem and a profound customer centric model introduced by Dell’s new Social Media support framework.

-We expanded social support to 16 languages and 11 platforms that constitutes 98% of our customer base.
-We reduced our response time to 1 hour (industry average is 3 hours) and formed a global team of 300 frontline engineers dedicated to provide round the clock customer service on social media.
-We introduced skill based routing to automatically assign 2.5M+ unique customer issues to the best fit agent through machine learning resulting in 78% reduction in repeat customer contacts per issue.
-We developed single click diagnostics & Artificial Intelligence driven automated resolution process for providing quick and effective solutions causing 32% improvement in productivity, 26% reduction in customer effort and 71% decrease in time taken for resolution. We also leveraged expertise on scientific research .
-We currently provide the largest support base amongst competitors and publish 38K+ support videos, GIFs, imagery, articles & infographics annually across 45 social channels.
-We garner 27M+ annual viewership and customer engagement on our support content; End-to-end automation of the entire architecture resulted in 98% reduction in cycle time, 87% decrease in manual efforts and 54% increase in result accuracy.

Our innovations and collaborated efforts to provide complete ‘handle-in-place’ support with zero channel transfers have together caused 25% improvement in customer experience.