Ideastorm
Dell's Ideastorm program began as a response to negative blogs and websites created by frustrated customers complaining about Dell's poor customer service. Michael Dell realized the company needed to better communicate with customers on social media to understand their issues. Dell first launched Direct 2 Dell as a one-way information portal with moderated posts and comments. This evolved into Ideastorm, a common platform for customers to voice opinions, ideas, and needs about Dell products. Ideastorm is moderated by Dell representatives who provide responses within 48 hours and categorize ideas as being implemented, under review, already offered, or in the pipeline. The program helped Dell promote an open dialogue with customers and better meet their needs.
Ideastorm
- 2. How did it Start?! It all started with a simple post by Jeff Jarvis, when he failed to receive the services for which he paid a premium The company representatives were unable to fix his Dell Lemon Laptop despite of constant followup Enraged Jarvis then started writing a blog against Dells Shabby service, in which he was accompanied by fellow customers of Dell His blog Dell Hell spread like a wild-fire which gave rise to many other hate portals against dell
- 4. What to do ?!! Michael dell realized the sensitivity of the issues raised by these hate portals He was futuristic and took social media marketing as means to bridge the communication Gap..! Phase I - Dell came up with a Web-Portal Direct 2 Dell which gave a one-way information through moderated posts and comments Direct 2 Dell was sought as means to bring about a congenial dialogue between the customers and the manufacturers which was missing all this while..!
- 5. Phase II - Ideastorm Phase II - Ideastorm
- 6. Its a common platform for all the customers to voice their Opinions, Ideas, Needs etc. from Dell merchandise.. This webpage customers to post new ideas or additions they wish to receive in laptops or desktops The webpage is moderated by Dell representatives, each idea gets a response under 48hrs Ideas are tagged as Ideas in Action Ideas that are being implemented Under Review- These Ideas are being scrutinized for feasibility Already offered The Idea is already on offer Pipeline- Ideas waiting to be reviewed
- 8. Learnings ?! Consistent message Ensure messaging is consistent with online activities Open communication Transparent two-way dialogue is essential in authentic Communication Onsite promotion Idea promotion onsite allows the company to meet customer needs & wants Company wide buy in Must be inculcated within all departments actively engaged with regular posts