Smart.Fresh.Human.
button_search

Improving Customer Service by Reaching Employees Around the Globe

Dell’s customer dissatisfaction was having a negative impact on its bottom line – and the company needed every employee on the planet to take notice. In a single worldwide initiative, we reminded every Dell employee to “Be the Reason” customers choose to do business with them.

Improving Customer Service by Reaching Employees Around the Globe

Dell’s customer dissatisfaction was having a negative impact on its bottom line – and the company needed every employee on the planet to take notice. In a single worldwide initiative, we reminded every Dell employee to “Be the Reason” customers choose to do business with them.

The Results

Customer satisfaction up to 20%
2,500 employees at day 1 rallies
4,000 webcast views

Improve customer experience by engaging every employee

The ultimate goal was to improve the customer experience, increasing customer loyalty and retention. To do that, every employee needed to see him or herself as part of the solution and take responsibility for his or her role in bringing customers back again and again.

Develop a flexible campaign that can be launched worldwide

Dell wanted a worldwide campaign with a singular visual identity promoting unified objectives, all in an easy-to-understand, fun, compelling package. It also had to be flexible enough for each division, in different parts of the world, to bring it to their employees in the most relevant way.

How Savage Brands engaged employees worldwide

Creating a unified but flexible campaign brand identity
The core message, “Be the Reason” became the anchor for extended messaging such as, “Be the Reason Customers Choose Dell” and “Be the Reason Customers Keep Coming Back.” With Dell blue as the core color, we chose a lively color palette to allow for flexibility and customization. The overall effect? A striking campaign that worked in any part of the world.

Putting each employee in the moment
The campaign visuals featured silhouettes so that each employee could envision him or herself as the one effecting change for customers. We asked divisions to showcase their own employees and custom messaging in campaign materials so that employees could relate to each other and the message. Ultimately, we wanted all employees to recognize their important part in the customer experience.

Rolling out communications worldwide
Initial launch materials – a webcast with FAQs, emails from Michael Dell, interactive flash pieces, monitor stickers, banners, posters featuring local employees, splash screens and a traveling banner – grabbed employees’ attention. Then we released graphic standards and templates so that individual divisions could create their own supporting messages and produce materials consistent with the global campaign. Employees response was overwhelmingly positive: “Great to be at Dell. I am the reason customers choose Dell.”

Savage Brands is an agency that mobilizes minds, drives performance and creates results. We work with companies experiencing transition, growth and transformation by employing Savage Thinking® to uncover and articulate their purpose.

Through strategy, planning and design communications, we help leaders build purposeful brands that increase employee engagement and customer loyalty, enabling leaders to achieve their most ambitious visions.


4203 Yoakum Blvd., Fourth Floor
Houston, TX 77006
T 713.522.1555
F 713.522.1582
Want to Get in Touch?
Driving Directions


button_search

This design mark is a federally registered trademark owned by Savage Design Group, Inc., U.S. Registration Number 4,067,258.

© 2017 Savage. All Rights Reserved