Dell was great when Dell paid great.

This post isn’t really about Dell – not really. This post is about companies that cut corners, cut salaries, and do all of the wrong things to meet the next quarter’s numbers instead of doing all the right things to keep customers.

Off-shored support. Stupid idea on a number of levels – first, your customers want to identify with you – if you are a middle America company we expect to talk to a middle America person. Not someone from halfway across the globe who gives us a completely obvious fake name of “Ken” with an accent that makes it sound like “can’t”.

We don’t have anything against off-shoring in general (I say “we” because I have discussed this issue at length with friends). The general thought is, “I don’t care who helps me, as long as they help me“. But the truth is, the cultural and linguistic problems just make “caring for your customers” a hard thing to outsource.

We just don’t feel the love if we know you have outsourced our care and attention to the lowest bidder.

We deserve better. And we are demanding better.

Look at your company – if your lowest cost business unit per employee is “support” then you will fail. Eventually.

When I call “support” I expect to talk to someone that will help me – not someone that can write down my name and number and then (hopefully) find someone to help me (where I have to repeat my name and number).

But back in the day (and I remember it) when you called Dell support you talked to an engineer, not an operator.

So I guess this is about Dell, kind off.

I am your customer. I expect you to invest in our relationship.

Or I will terminate it.

It’s really that simple.


  1. Any relationship is a two way street, really, isn’t it? It would be nice to believe that business would want to have a relationship with me beyond my shelling out dollars for their prooduct and that they have a vested interest in me but the truth is they don’t and the interest isn’t there beyond ensuring they don’t give me a reason to sue them (as in making sure their products are safe).

    The idea that the definition between a business and it’s consumer is a “relationship” is a marketing concept that Hugh talked about here:

    If you aren’t feeling the ‘love’, someone in Marketing simply got it wrong…again.