The ignorance of Dell

The costumers ' needs and complains finally found a way to manifest themselves and show up. Internet and social media is the common place in which the costumers got stronger and became able to reverberate their opinion. It is a irreversible trend, no longer questionable. Dell, as a big multinational from the technological industry should have considered that, while facing the episode of the American journalist and blogger Jeff Jarvis. In that case, being silent and ignoring the power of internet was the worst decision Dell has taken.

Dell made clear its lack of focus in the costumers needs from the beginning. Jeff Jarvis posts in his personal blog BuzzMachine.com entitled  "Dell lies. Dell sucks" and " Dell Hell" -  in which he complains  basically about the equipments and poor company's costumer service - maybe would never have happened if the company had an effective area responsible for solving costumers' complains. Or if Dell had competent channels able to approach clients.

As soon as Dell didn't have it, Jeff Jarvis' posts became a real weblog saga.  All unsatisfied Dell 's clients found in his blog a place to also scream. " I updated my audience with my latest tales of transoceanic frustration", says the journalist in an article written for The Guardian. Facing this movement, Dell should have given some answer. The strategy "look, don't touch" described by a Dell PR executive as the company's blog policy in an interview for the Houston Chronicle, is at least outdated.

The Dell's attitude facing the first Jeff Jarvis' post should have been contacting him and trying to solve his problem. In the first signs that his complains were becoming a internet hit between Dell's clients, the company should have developed a strategy to improve its area of costumers service and the PR area should announce those changes. Besides of that, the PR and Communication area of Dell should have made more effort in order to better approach journalists, bloggers and decision makers. With the proximity with this group, the company could have had more control about their opinion.

With its lack of attitude, Dell lost its opportunity to use social media in order to better understand some company's problems, better approach its clients and grasp the chance of having free consultancy and marketing research - something that the internet places for users opinions really offers nowadays.

Internet and social media - and the freedom common people now have to give their opinion, show their interests and needs - can be seen as a threat or as an opportunity by the companies. It is not easy to follow everything that is talked about their business in internet (and, by the way, the majority of the comments are not even relevant), but companies must have a team alert to the big movements and ready to act in pro of its image. Recognize the mistakes and show the market you are making efforts to get better also has a great value. The attitude of ignoring costumers complains - no matter in what media - definitely  worsens company's reputation.


This text is an assignemt for Technology Immersion class.