How the Big Boys Chase Innovation
To create relevant personal experiences, Dell forms profiles of its customers and then targets them with particular products based on those profiles. Those profiles are partly based on the more than 2 billion conversations Dell has with its customers each year. The company's philosophy is to listen to what customers have to say, then filter suggestions back to senior management.
An example of a solution from Dell is IdeaStorm.com, a website it created solely for the purpose of collecting customer and employee feedback. There's also a program where small businesses can apply to spend time with the company's founder Michael Dell, where he can provide them with his expert advice.
Dell's goal for the future is to change the conversation from transactional to conversational, said Tarleton. That means building up content that adds value for customers, and allows them to interact with each other.
Here are some final thoughts from the panelists offered in a brief Q&A session:
- Customers' propensity to buy is moving closer to holidays/events, said Siegel. Therefore, make sure you have operational support in place for quicker deliveries.
- You have to fail sometimes to move forward, said Mosiniak in regards to Best Buy's philosophy on innovation.
- To measure the ROI of a Twitter campaign, set a promo code and then measure the number of sales with that promo code, Siegel said.
- Set expectations, then be transparent with your results to customers, said Tarleton on social media marketing.