Since the fallout of the Dell Hell crisis in 2007 Dell has transformed its social customer services to lead the world. Though it’s Twitter handle, @dellcares, Dell claims to have turned 35% of demoters (critics) to promoters.
They monitor over 22,000 daily posts and have a reach that exceeds the circulation of the top 12 American newspapers combined.
Here are the five critical steps taken by Dell:
- The have implemented a centralised Command Centre. This enables them to resolve a high volume of problems using a wall of screens and a trained team of customer care staff.
- They avoid responding as “Dell”. Each tweet is personalised (with initials) and each customer care staff member has a headshot on the Profile Page.
- Dell’s dedicated social media team are able to involve the right departments that can help resolve each issue, avoiding customers falling through the cracks.
- Dell doesn’t force people to contact them through social media, it’s is just part of the mix.
- In an admission that not everything can be resolved in 140 characters, Dell has set out a clear process of up-scaling problems beyond the front-line team.