2000, Dell's Profits Began to Term Paper

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It adopted a lateral structure that lacked hierarchy and was more informal. Employees were encouraged to practice self-managing behaviors and actively participate in the decision making process. It was important to the transformation process that all employees knew that their input was valued and that they all played a significant role in the success of the organization.

CRM strategy should analyze customer segments and make the appropriate determinations on whether each segment is profitable for their business and how to affect the purchase patterns of the segment so the business can experience the profitable attributes of CRM; loyalty purchasing, cross selling, up selling, etc. Direct Mail fits perfectly into the customer communication strategy for customer segmentation. With variable printing and data rich files a company can use their intelligence and print relevant Direct Mail that will move customers toward the purchase decision. Additionally customer communications should also enable the company to learn more about the customer over time so that it acts upon that information to better meet customer needs in the future. This is building "learning relationships" with customers, a fundamental CRM concept. A feedback loop must be built into the process so that the company can continually learn more about customers and their needs in order to improve the relevancy of its communications and offering in the future. Mail can provide the channel for this feedback, both in direct correspondence and by sending customers to web site, 800 #s or whatever channel they prefer"(CRM 2007).

The result of the transformation was that Dell regained its position as a front runner in the industry. Dell's profits were back up and the company was steadily growing again. Even more importantly, Dell had a new corporate culture that emphasized effective team work through cooperation, trust and cohesiveness.

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Business Strategy (9) the Company's business strategy is based on its direct business model. The Company's business model seeks to deliver a superior customer experience through direct, comprehensive customer relationships, cooperative research and development with technology partners, computer systems custom-built to customer specifications and service and support programs tailored to customer needs Dell Direct Model (10) the direct model is based on the principle that delivering custom-built computer systems is the best business model for providing solutions that are truly relevant to end-user needs. This concept, together with the Company's flexible, build-to-order manufacturing process, enables the Company to achieve faster inventory turnover and reduced inventory levels and allows the Company to rapidly incorporate new technologies and components into its product offerings. In the same way that the Company's computer products are built-to-order, service and support programs are designed to fit specific customer requirements ("Dell Computers")

From there, it is recommended that Dell should use customer surveys in order to keep up with customer satisfaction with domestic and international customers because it is where they lacked in the market. Furthermore, Dell needs to expand into peripheral product markets, which would compliment their computer sales. "The goal of a segmentation system is to identify groups in which the customers are as much alike as possible and greatly differentiated from customers in other segments. If the segmentation system is well designed, members of a segment have similar interests, attitudes and behaviors, and they will respond similarly to elements of the marketing mix such as pricing, promotion, and sales channel. All consumer markets contain many subgroups of customers and prospects that behave differently, have different hopes, fears and aspirations, and have different purchasing behaviors. Segmentation enables a company to craft individual marketing plans that hit the hot buttons….....

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