Dell focusing on making its products and services accessible to customers effortlessly
By MYBRANDBOOK
Nidhi Hola
Country Marketing Director – India, Dell Technologies
The evolving role of CMOs
At Dell Technologies, its marketing initiatives are customer-centric and aimed towards adding value to the ecosystem. The target is to know the customers and what they are looking for. When a brand makes a clear statement that lets the customer see the extra benefit in their products, it is likely to win their attention. The company has a broad product/solution portfolio addressing needs from the edge to the core to the cloud; and across the stack from infrastructure to applications which works in our favor to build the best-in-industry customer experience and brand connect.
It has always been believed that marketing is at the intersection of data and creativity. Data without insights is useless and there is no replacement for great marketing judgement and creativity. When a brand gets the data, creatives, customer centricity and business acumen right, that’s when the marketing efforts convert into results. Modelling is a large part of what our marketing organization has focused on for the last few years. It’s been one of the biggest areas of investment for the company itself as it brought its data and modeling in-house – building the technology, infrastructure, and skills necessary to unlock the power of the data.
To complement this, our after-sales service offerings allow us to build the trust amongst our customers and provide them with a better customer experience benefit continuum, in addition to the product and services we offer.
Contribution towards strategic business discussions
Marketing is a multifaceted concept. However, for any company to experience success, the strategy that they adopt must be carefully planned, tested, and ultimately optimized. Strong brands have strong and unique value propositions. When a brand makes a clear statement that lets the customer see the extra benefit in their products, it is likely to win their attention. Value proposition would be the most essential factor in today’s competitive period.
Marketing is one of the core levers to any business’s growth. At Dell, each and every marketer talks business first, and then marketing. Our role is to be a customer advocate, to drive demand, to build the brand (especially with newer customer segments), drive relevant conversations with customers, retain them and grow the customer base.
In this role we need to listen to our customers to understand their requirements and invest in by providing insight-based communication, leading to better customer experience. We understand our customer’s aspirations to be able to create programs that will be aligned to their requirements. To fulfil this, we are focusing on making our products and services accessible to customers effortlessly. All our efforts are driven by the core / fundamental principle of customer first. We focus on data centricity to arrive at relevant customer insights, along with high impact storytelling which is key to our today’s marketing initiatives and a great customer experience.
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