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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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47. Listen and Respond

Dell Computers was once a company praised for the innovative approach they brought to the PC industry. The company was well-known for built-to-order PCs, competitive prices, and dependable customer service. But when Dell’s sales began to fall and customer complaints were on the rise, it took a long time before Michael Dell stepped in to help stop the bleeding.

The Internet created a very public forum for customers to air their complaints, damaging Dell’s once pristine image. The biggest complaints came from customers who were put off by customer service agents in off-shore call centers. In response to this, and for a price, customers now have 24/7 phone access from trained North-American-based technicians who will respond ...

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