Overview
"Easy as Dell" was a seductive promise. But as Dell extended its direct sales channel for customized PCs to more small business customers and consumers, many services that had become standard for large accounts were scaled back or automated, frustrating new buyers attracted to the simplicity of direct sales. Dell engaged Catapult Thinking to shop the entire journey, evaluate support materials at each point in the process, and identify how better to address the needs and desires of their emerging markets.
Impact
Our findings allowed the Dell Customer Experience team to view the brand as consumers did, and stimulated discussion on how to redefine touch points at every stage of their customers' journeys.
