Flip the Funnel: How to Use Existing Customers to Gain New Ones

DELL IS DIFFERENT

Whether you’re a Mac or a PC, you should be able to appreciate moments when technology exponentially improves the overall customer experience. Dell didn’t always understand consumer care, but thanks to Dell Hell,⁸ it’s a completely different company today. Dell now installs software on its customers’ computers that makes contacting the company incredibly easy. In addition, the first thing you’ll be asked when you get on the line is your telephone number—just in case you get disconnected. This is a far cry from the industry norm (“unfortunately, we’re not able to dial out”) or the probing, clarifying questions devoid of empathy, care, or concern. Dell also utilizes software that allows the technician to take over your computer, that is, to see what you see. They can remotely access your PC and, in doing so, are able to troubleshoot as if they were there in the room with you (a feat that would make Scotty⁹ proud).