 Aspy P. Palia  |
Dell Computer CorporationWebsite Development PhasesContent Foundation Business Exploitation Business Transformation Strategic Transformation |
|
Aspy P. Palia |
Dell Computer CorporationWebsite Development PhasesContent Foundation Business Exploitation Business Transformation Strategic Transformation |
| S# | Stage | Description | Example/s |
|
1 |
Communication |
Use e-mail, phone and fax. Improve brand awareness. |
Dell On-Line Communication Center identifies e-mail addresses of departments that customers can contact for assistance. Dell Contact Us Sheet lists e-mail addresses, phone/fax #s for specific consumer groups. Dell Techfax information retrieval system. Consumers select info. on specific product/service. Info is delivered to customer via fax in minutes. On-line version (ID & password required) allows customers to browse document numbers/descriptions & view document. |
|
2 |
Competitive Research |
Research & benchmark domestic & overseas competitors online. |
Bench mark firms such as Compaq, Fujitsu, IBM, Micron, NEC, and Sun Microsystems. |
|
3 |
Market Research |
Research market trends & consumer requirements. Research customer demographics, psychographics, and present & potential preferences. Satisfy customer requirements based on information gathered. |
Dell website customers rate specific online services via a questionnaire. The information collected is used to improve the quality of online services. Customers can comment on "things I liked", "things I need", "broken links", "store bugs",... via comment & suggestion page. Dell reports identify their market standing and market trends. |
|
4 |
Education |
Provide free education resources. Distribute free information on dealership locations, magazines, and video clips. |
Dell Higher Education Site identifies customer higher education computing solutions that can provide lasting value. |
|
5 |
Business Networking |
Establish business relationships worldwide. | Two-tier Dell Premier Access Program promotes business relationships by offering companies worldwide special benefits when they join. |
|
6 |
Purchasing |
Enable customers to find lowest cost item for all purchases. |
Dell Total Cost of Ownership page suggests that the customer's total cost of ownership is reduced via their direct business model. Dell Build Your Own System page allows you to build a system to your requirements at lowest possible price. Point, Click, Configure, Buy. It Doesn't Get Any Easier. |
| S# | Stage | Description | Example/s |
|
7 |
Launch |
Consider stakeholders to be reached, processes that will be involved, and how best to be effective. Formulate a strategy when developing a website. |
Dell website enables users to create and purchase a customized computer system online, and offers them a variety of options and services. Internal company processes must have been set up to support services offered. Strategy implemented at website launch ensures that services are provided effectively. |
|
8 |
Repository |
Place existing documents (product brochures, press releases, corporate & annual reports, SEC filings, technical reports) and data on the Web. This costs very little and ensures corporate information is widely available. |
Users can select from a variety of newsletter findings of the Advanced Technology Group. Dell also has a large repository of online brochures. |
|
9 |
Link |
Provide hyperlinks to other web sites/pages. A well-planned link strategy (to connect to other websites) is essential to every Internet marketing plan. |
Dell's vendor support link page contains links to all their Industry Partners and to sites where additional product information can be found. |
|
10 |
Content Reach |
Use intranets (within the company), extranets (between the company and its suppliers or customers), and the internet for communication. | Dell's Premier Access Program appears to be an extranet that allows customers and partners access to additional services such as direct access to technical support and fast access to other services. |
|
11 |
Cool |
Use advanced Internet technologies featuring java applets, shock waves, sound bytes, and video clips. | Dell's website includes a video clip library on their products, factory tour, and Dell Plus custom factory integration. |
|
12 |
Personality |
Create a distinct website personality in order to differentiate oneself from competitors. |
Dell's website has a distinctive form and function. The individual webpages have a similar layout. |
| S# | Stage | Description | Example/s |
| 13 |
Interactive |
Interact with stakeholders. |
Dell's website has a Autotech Diagnostic System which interacts with the customer attempting to identify what their problems might be. It consists of a series of pages that answer FAQs and give troubleshooting tips. If all else fails, the customer can e-mail technical support. |
| 14 |
Advanced Interactive |
Use instant automated interactive strategies. |
Dell's Techfax system is an easy to operate, automated information retrieval system that provides the customer immediate faxed information. Dell has a "build your own system" webpage that allows the user to customize their own system and instantaneously provide the corresponding prices. Dell's website provides purchase plan payment calculators for individuals. At the linked webpage, click the "low monthly payments" link to access the purchase plan payment calculator. |
| 15 |
Database |
Use databases on the website. Extend the reach of databases to customers. Provide better and more convenient service to the customer at reduced overall cost. |
Dell's website has a search engine that accesses a database and provides the user with pertinent product & service information. |
| 16 |
Application |
Use the internet to extend the reach of corporate applications. |
Dell's "File Library" contains the latest drivers, files, and utilities that can be downloaded to aid in keeping a customer's system running with optimal performance. |
| 17 |
Work Flow |
Use webpages that link into backend work flow processes. |
The Express Service Code, a unique number assigned to each Dell computer system, can be found on Dell's web page. When used in calling for support, it aids in avoiding numerous call transfers and the consequent potential for misdiagnosis. Evidently, the use of this code is integrated with internal workflow processes. Dell's Order Status page provides a detailed instant report on the order's progress, when the order number & date are entered. Internal processes must be in place to collect information relevant to the order's status. |
| 18 |
Advanced Repository |
Use advanced content update strategies to maintain current information at the website. |
Dell's "build your own system" webpage allows the user to customize thier own system and instantaneously provides the corresponding price. Thus, a customer can update the price of their system after every change they make to the system's components. |
| S# | Stage | Description | Example/s |
| 19 |
Community |
Create a sense of community & address the needs of the "gift economy". |
Dell enables users to submit their resumes online and allows future employees to search for employment opportunities. |
| 20 |
Outbound |
Use webpages to proactively reach out to stakeholders. |
Dell customers who subscribe to the Dell Filewatch Notification Service are offered a free subscription sent via e-mail providing information such as product news and updates. |
| 21 |
Mass Customization |
Provide customized content. |
Dell enables customers to customize their purchase and to "build your own system". |
| 22 |
Commerce |
Enable users to engage in electronic commerce. |
Dell enables consumers and businesses to purchase computers of all shapes and sizes. |
| 23 |
Process Reengineering |
Use websites to reengineer the company's processes. |
Dell's Order Status System enables the customer to check the status of his/her order by logging in. This service requires Dell to ensure that there are internal processes to collect order status information. If these internal processes were not in place when the website was launched, then Dell would need to reengineer their internal processes to collect the order status information. |
| 24 |
Closed Loop |
Monitor the website to determine if objectives are met. Collect feedback from visitors. Respond to customer input to demonstrate that their time and effort is leading to a better Internet experience. |
Dell uses a feedback page to receive feedback from their customers & to make improvements to their webpage. Customers can rate various services provided online. Hence, changes made are influenced by customer requests. |
| S# | Stage | Description | Example/s |
| 25 |
Corporate Leverage |
Take advantage of name recognition. |
Dell takes advantage of their name recognition in regards to their web address. They post their web address in all of their promotional activities, ensuring that they will be "web wired". |
| 26 |
Micro-Market |
Make an effort to reach out to different micro-market segments. |
Dell uses the Higher Education website to focus on the education market such as schools and universities. |
| 27 |
Global |
Meet community needs and requirements. |
Dell has customized web pages such as Dell's Hong Kong webpage that address the global market. |
| 28 |
Channel |
Exploit electronic channel strategies. |
Dell exploits electronic channel strategies by enabling customers to download new drivers. |
| 29 |
Cybermediation |
Create the potential for new intermediaries. For instance, manufacturers promote intermediation by providing dealer locator services. |
Dell's website is an example of disintermediation, "the elimination of the middle man", since they sell directly to the customer. |
| 30 |
Strategic Alliance |
Align with corporate partners. |
Dell forms strategic alliances with key Industry Partners. |
Please:
Go to: Dell Market Segments
Go to: Dell Information to Stakeholders
Go to: Internet Marketing Exemplars
Go to: Guangdong Training Program
Go to: Courses Taught
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