Business Intelligence + Leveraging the Groundswell
I would like to make a combination of 2 suggestions here. On a broader level, I would say maintaining a powerful presence on social media and utilizing the unstructured data from the social media to come up with intelligent outcomes which would help in providing better support to its customers.
I believe customer service can greatly be enhanced by tapping the power of groundswell. Not only would this make the customers more happy but also help Dell enhance its customer base by energizing its existing customers. Some of the few things that Dell could do include:
1) Quora - Utilize Quora for answering queries where there are currently 62 Open Questions related to Dell customer support. The customer support representatives at Dell should be trained about the latest buzz in the online social world which would help them be ready and quick to reach the customers.
2) Utilize videos - Underutilized since 2011 March. The videos are an easy and simplest means of explaining solutions to hardware problems to customers. On Youtube, the Dell Support videos have not been updated since March 2011. The power of videos should be leveraged to help the customers.
3) Have 25000+ followers on twitter - Host contests where in basic support questions are asked and have a raffle for the correct answer.. Keep it open for a couple of hours! Increases interaction with customers which helps them. These customers may in turn help other customers with similar issues thus reducing your customer traffic in future.
The second part of my suggestion is to have efficient and highly advanced Business Intelligence systems in place which have strong analytical algorithms. This could enable Dell to understand what the customers are talking about Dell. Tracking the unstructured data online using such efficient BI systems would help Dell to evolve as a competent social leader.