A detailed case study showing how Dell structure their customer experience and improvement programme worldwide
Added Jan 2011: The commitment of Dell to improving sales and experience through a measured approach is shown since have 25 dedicated people doing A/B and MV tests, not counting several others who support them. This was reported on Twitter by @anilbatra who was listening to Dell present at a Web Analytics Assocation symposium in Austin.
Our commentary: Presented at Emetrics Washington DC in 2010, this 36 slide presentation entitled "From Good to Great" shows how Dell have evolved their analytics capability as shown in the diagram. It shows that the move to digital optimisation doesn't occur overnight.
Marketing implications: This case shows the strategic importance Dell attach to web analytics and how it supports their vision for the digital channel. It shows how Dell improved the key areas of the organisation to improve their improvement capability...
- Capability benchmarking
- Integration between teams through collaborative process
- Imprlementation process
Dell's vision of how analytics supports Ecommerce vision
Recommended link: Download Dell Analytics case study
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The purpose of this study was to examine an organisation that has different types of electronic commerce interfaces. I chose DELL Inc. In the beginning it was based on direct sales approach, and then it became quickly one of the
leading companies in PCs markets. It is one of world’s most admired business. It has 3
categories of customers Large, Public Sectors and Home and small sized businesses. Dell uses its website www.dell.com as one of the main channels to sell products directly to customers
and provide products based on customer’s customized orders. Dell’s organizational structure
is divided into four main regions, each of which includes their own functional departments. Dell utilises the Internet and other advanced technology in all aspects of its relations with
customers, from ordering, sales, delivering and services to customers’ research and forecast
Dell’s information system also allows customers to use their ERP procurement application to
order products Dell provides customers with personal support sites where information about the products and their history conditions are kept and processed. Dell works with various suppliers for components and softwares.
Dell was founded by Michael Dell in 1984 and started as a small computer selling company. Right at the beginning, its business based on a direct sales approach. Dell quickly grew into one of the leading companies in PCs market and one of the most admired businesses all over the world. Its significant success has been mainly due to its distinctive strategic model in general and its information systems strategy in particular. Two core elements of its business strategy include its direct sales and build-to-order approach. Dell uses online sales and services as their main way of doing business. However, other methods like ordering and technical services through phone and recently, its introduction of retail stores also contribute to its business process.
This paper will limit the analysis of Dell’s strategic use of IS in response to two main
competitive forces: the bargaining power of buyers and the bargaining power of suppliers.
Electronic commerce is trading in products or services using computer networks, such as the Internet. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer,supply chain management,Internet marketing,online transaction processing,electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web for at least one part of the transaction's life cycle, although it may also use other technologies such as e-mail. E-commerce businesses usually employ some or all of the following practices:
Provide E-tail or virtual storefront on websites with online catalogues, sometimes gathered into a "virtual mall"