DONE WITH DELL 2
This is a quick follow-up to my last marketing blog on competitive changes in the market, “Done with Dell.” To remind you, I was expecting a large screen monitor and cable from Dell on October 13. When it did not arrive, and since there was no one to ask about it, I bought another perfectly fine monitor at Staples for the same price.
The Dell was finally delivered in two packages — by Fed X — on October 31. No one was in my office to sign for it, so it was returned to the Fed X office. Because of construction, it took me 45 minutes to find the Fed X office today. When I found out that the packages were from Dell, I rejected them. I assume I will get a call from Dell in the next couple of days, telling me how sorry they are, etc.
The marketing lessons to learn from this are obvious: American consumers have lost trust and brand loyalty during the Great Recession. We are emotional and angry. We are ready to change brand loyalty in an instant. Saying you are sorry isn’t good enough. You’ve got to prove it in your actions, not your talk. And finally, communications and service, service, service are differentiators in 2009-10.
I am done with Dell for life.
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