“Welcome to Dell Hell” used to be one of the common expressions regarding Dell’s company and quality back in 2005. Online forum posts, blogs, and emails were going around about how Dell’s awful customer support and unreliable computers were disappointing thousands of customers. “Dell shut its general customer forums… which should be the place for customers to help each other” (Jarvis 2005). This obviously did not bode well for Dell, as consumers were swiftly getting a severe negative brand perception. It was getting to a point where the company was suffering greatly from the blogs and other social media that were bashing their products. The problem is that most companies do not realize that these online rants about the products are usually based upon truth. Dell smartly realized that ignoring social media was not the correct route to take. Instead, Dell began embracing their community, and Dell Hell soon faded away as the consumer base grew fiercely loyal once again.
Dell then created Direct2Dell and Ideastorm, two blogs dedicated only to customer support and feedback. This allowed Dell to access consumer thoughts and complaints quickly and directly. Using social media, specifically blogging, as a means to reach their consumer base, they can see all the issues their products are having in there true form. I honestly think Dell was extremely intelligent for accepting the way the world works now and using blogging to their advantage. This fact alone allowed their company to turn around and create on of the most loyal fan bases around. If they hadn’t acted quickly to the negative perception they were getting, Dell could’ve been a thing of the past. Its surprising just how much social media can affect a company on the sole basis that consumers can speak freely.
Heres some articles that talk about Dell’s turnaround.