Providing a #Winning Experience for the Digital Customer

Bobbi Dangerfield Vice President, Commercial Sales Operations, Dell

Posted on April 14th 2014

Providing a #Winning Experience for the Digital Customer

Digital Consumer Winning

Michael Dell said it best: “We’re a company with big ears” – a good thing considering there are more than 25,000 online conversations about Dell each day in English. While that number can be overwhelming, it underscores the wonderful opportunity social media offers for companies to listen, engage, and ultimately understand customers more than ever before. Here are some helpful tips and tricks you can use to provide a #winningexperience for your digital customers.

1)      Go where your customers are – Dell interacts with customers on a variety of social media platforms around the globe like Twitter, Facebook, LinkedIn, Sina Weibo, RenRen, QQ, Google+ and more to ensure we’re meeting our customers where they are already active. We’ve learned early on our customers are as diverse as the platforms they choose to spend their time on. Tools like Radian6 allow brands to listen before they engage and identify the social platforms with the most conversations. Those insights are key to better understanding our customers.

For example the Dell Social Media Listening Command Center helps us to listen, engage and act through whichever platform a customer shares a compliment, complaint or idea about the company.

2)      Be responsive – It is not enough to merely listen, you have to respond to your customers and put the proper checks and balances in place to make sure you’re meeting their expectations.  People expect to get a response when they rant, rave or raise an issue in social media.  If you decide to be active in social media be sure you are equipped to engage with your followers and customers in a timely manner.

3)      Our social media outreach teams, @DellCares and @DellCaresPRO, cater to our consumers and business customers respectively. These dedicated community teams address over 3,500 posts a week in 14 languages. In fact, @DellCares has a 97% resolution rate – and we’re always looking to improve.

4)      Empower ALL your employees to get social – Every employee across the business should feel empowered to interact with and respond to their customers. While we have a dedicated team in place to respond to customer support issues, we empower employees Dell-wide with our Social Media and Communities University (SMaC-U) training. The program formally launched in 2010 and since then we’ve certified more than 9,100 team members and more than 17,000 team members have completed at least one training course across 55 countries.  In addition to employee training, SMaC University recently launched executive social media training (#SocialExec) for executive director and VP level employees. Executives receive customized training modules with community and engagement recommendations based on the individual’s expertise and area of the business.

5)      Thank your customers – Gratitude goes a long way in social media. Nothing leaves customers feeling more warm and fuzzy than a ‘thank you’. Our #DellLove Thank You Program is a unique platform where Dell’s customer service team members thank our customers for spreading the word about Dell and its products through personally addressed YouTube videos. The #DellLove team has posted over 450 individual videos as of December 2013.

6)      Inspire your customers to engage on your behalf – There are no better advocates for your company than your customers. After all, sometimes it’s best to learn from your peers.  At Dell, our Dell Community Rockstar Program identifies, engages and empowers 75 Dell enthusiasts and advocates to share their expertise and passion with customers in the Dell Community and other social properties.

Photo Credit: Digital Consumer Experience/shutterstock


Bobbi Dangerfield

Vice President, Commercial Sales Operations, Dell

Bobbi Dangerfield leads Commercial Sales Operations in Dell’s Commercial Business. In her role, Bobbi is responsible for enabling sales productivity, business growth and customer experience while driving operational excellence and flawless execution.

Bobbi served as Vice President, Global Relationship Business Operations from November 2010 to January 2012, ensuring that all aspects of the purchase process contributed to improved customer experience and sales force productivity.

She served as Managing Director of the Dell Global Business Center from May 2008 to June 2011. In this role, she was responsible for building capabilities in Malaysia as an IT and Services strategic delivery center.

Prior to the Global Business Center in Malaysia, Bobbi was General Manager for Dell El Salvador, responsible for leading Dell’s Consumer business for both U.S. and Latin America markets. Her leadership in both countries has created lasting bonds between Dell, and the Salvadoran and Malaysian governments through concerted efforts geared at leaving a Dell legacy in these countries by helping improve health, environment and education for the population.

Bobbi joined Dell in August 1999 as an IT Director with responsibilities encompassing network, desktop and server support; help desk, systems operations, asset management and call center technology services for all internal Dell functions. Bobbi also led the U.S. Consumer Customer Care organization, U.S. Consumer Call Center Operations, Customer Experience, Customer Centricity and Global Technology Product Management organizations at Dell.

She has more than 20 years of experience in Information Systems, Customer Service and Customer Relationship Management (CRM). Prior to joining Dell, Bobbi held positions at Burlington Northern Santa Fe Railway and IBM.

She received her BBA in Marketing/Management from Dallas Baptist University and her MBA from Southern Methodist University. She is a member of the board of directors for Dress for Success Austin. Bobbi lives in Austin, Texas, with her husband, Elmer and her children, Paige and Tyler.

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