Erica Ogg, at C|NET News.com has some advice for Dell to improve their customer service.Among other things, she suggests Dell go back to their customization roots and they get more personal with their customers:
“Another way to improve could be to have more in-person support. Though
online or remote tech support is cheaper and sometimes enough to fix a
problem, face-to-face service could lead to more satisfied customers.”
Read her full post here.
Both these suggestions will work if Dell implements them well AND if they are what customers want. Then Dell is operating in both of what I call the “Amazing Service Circles”. These are two circles every company needs to live in if they are to be successful and sustainable.
Here’s how they work:
The first circle is what your company does well. It’s everything your organization is capable of doing better than your competitors, within the context of your mission, value and industry. It’s based on your competitive strengths and it’s what sets you apart from everyone else. It gives you something to brag about.
The second circle is what your customers want. It’s the services or products they want and it’s the outcomes they need. It’s based on helping them accomplish their goals or avoid problems. It’s why they come to you in the first place. It’s what your company does to make their lives better.
To provide Amazing Service to your customers (so they are loyal; they come back and they tell others) your company needs to spend all it’s time, all it’s energy and all it’s resources in the space where these two circles overlap. That’s the only place you should be. Spending time outside that zone will not build a loyal customer base.
I am always amazed though at how many companies focus their efforts on what they want to do, regardless of what their customers want. Or, they try to do everything every customer asks and they wind up doing many things they are not very good at. Both these situations are outside of the Amazing Service zone – that special and powerful place where the two circles come together.
If Dell determines they can do these two things better than anyone else and they are what their customers want, then they should go for it without hesitation. But the key is doing your homework first. You need to understand what lies in your two circles. Only then can you plan and implement Amazing Service.