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RSSThe move appears to have been triggered by a series of "Dell Hell" posts penned by Jarvis about his problems with a Dell computer. Jarvis first wrote about the topic in June, and continued posting updates through the summer.
"Obviously, Mr. Jarvis' experience could've been handled better," Davis said.
As for other bloggers, Davis said that ideally, when customer service receives forwarded complaints from bloggers, representatives will approach them directly to diffuse the problem. "That's certainly what they're supposed to do," she said. "I can't comment that it happens 100 percent of the time, but that certainly is what the process is designed for." Jarvis, on his blog, said Dell contacted him only after he wrote a letter directly to Michael George, Dell's chief marketing officer.
Some marketing experts say Dell and other companies have little realistic choice other than to institute polices that address complaints posted on blogs and other consumer-generated forums.
"When someone like Jeff [Jarvis] is going on at length like that, you do more than just listen to it," said marketing consultant Steve Rubel. "It's like a cancer that has to be stopped--and people are going to start listening, and it's going to have an effect on your reputation."
While BuzzMachine frequently receives more than 5,000 visitors a day, one recent post--Jarvis' "open letter" last week to George and Chairman Michael Dell, excoriating the company for ignoring online criticism--was the third most linked-to post on the blogosphere on Thursday, according to Intelliseek's BlogPulse. The post was also either linked to or discussed by at least .01 percent of all blog posts written Wednesday, according to BlogPulse.
Davis added that Dell hopes that the improvements that the company has begun to initiate in its customer service department will also head off some of these issues. Starting in the fourth quarter of last year, Dell has opened more call centers and hired more staff, trained or hired more experts to resolve particularly technical issues, and reduced the manager-to-representative ratio at their call centers. Their online support has also been beefed up, Davis said, and a previously closed message board--the customer care board--has been recently reopened due to popular demand.
In addition, Davis said, the company has had long-standing relationships with online forums like PlanetFeedback.com to forward complaints from Dell customers.
Davis also said that Dell is "looking at the best way to respond" to Jarvis' last complaint, the "open letter" of Aug. 17. "What we want to do first and foremost is to make sure we're addressing his specific issue, and making sure that the system is working to his satisfaction," Davis said. "We'll also be glad to talk with him about the broader issues--we have not outreached as of yet, but we're looking at the best way to do so."
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RSS FEEDS
9/23/09 TO: Michael S. Dell, CEO Dell, Incorporated One Dell Way Round Rock, TX 78682
Dear Sir, I am writing to you on behalf of myself and many other loyal customers who have made purchases of differing degrees over the past decade. On this date, I contacted customer service to find out why there was a hold on my Dell Preferred Account. I was surprised to find out that after 9 years of purchasing computer hardware I was no longer considered “credit worthy” by your company. I have been informed that on midnight of June 23rd, 2009, a decision was made that is described as “final” that my account would be closed. I was never notified of this action nor given a reason why. On the same date, June 23, 2009, I made a purchase of a Dell laptop computer along with a wireless mouse. This was the fourth major purchase I have made from Dell in the last nine years. Curiously, I was allowed to purchase this laptop but then deemed unworthy of credit on the same day. I have made regular payments throughout the time my account has been open. In overall total, I have made purchases of over $6000.00 with your company and have maintained a reasonable balance on the account throughout the life of the account, either meeting or exceeding the minimum amount due. The reason that I have chosen to write you personally is because Dell’s customer service department(s) is unwilling to explain why I would be treated this way. The closest to any reason was that my account was reviewed (immediately following an approved purchase) due to the “volatile economic environment.” Granted there are companies, investors and credit providers who caused the upset in the “economic environment” but I represent none of these forms of business. What I represent is a large number of consumers who, even during “volatile” times have managed to continue to pay their creditors, support their families and press on to make a better future for their children. I would think that during times such as these, having a customer who has been loyal and forthright in payment would be considered an asset that is not worth losing. I would also be concerned that perhaps a customer such as that might choose to use a competitor’s product, essentially driving the competitor’s sales and diminishing the company’s ability to produce profits. So, as a truly caring company representative you might ask, “What can I do to make you happy?” Like most people, I really do not have a straight answer for that. My best guess would be to at least offer an explanation that makes sense as to why this would happen. Perhaps offering to reinstate the account would resolve the issue. But I am still concerned that action taken by your company may be a simple case of a non-caring approach to customer service, a surprising result from a company that over the years I have found to be helpful and reliable. Many blogs online and even blogs on Dell’s own website would disagree with this. However, I stand by my statement as true experience. I guess the best thing that would make me happy would be your personal attention to this and other matters like it. I appreciate your time in reading this letter and look forward to your response. Sincerely,
Noel Bass