Splash screens and email banners were created to inspire Dell employees into improving customer satisfaction by delivering a superior customer experience.
This worldwide initiative includes a global visual identity and unified objectives – packaged in an easy-to-understand, fun and compelling campaign.
Posters featuring Dell employees were designed to aid all employees in envisioning themselves as “the reason” customers choose Dell.
Traveling banners allowed employees to pledge their commitment to “Be The Reason.”
Thank you cards were created to recognize superior customer service within Dell.
Graphic standards were created so that divisions can produce their own messages and materials consistent with the campaign.
Dell, Inc.
Global Employee Communications Campaign
After the campaign launch, customer satisfaction rates rose 20% worldwide.
Challenge
At the start of Dell's "Customer Experience" initiative, customer dissatisfaction was negatively affecting the company's bottom line. The campaign's core objective was to improve customer satisfaction by delivering a superior customer experience. For employees around the globe to help increase customer loyalty through superior service, Dell needed a single worldwide customer satisfaction initiative and communications packaged in an easy-to-understand and compelling campaign.
Solution
We established the central core message "Be the Reason" to resonate with both customer-and non-customer-facing employees to let them know that each person is integral to the customer experience. The core message served as an anchor for secondary messages such as "Be the Reason Customers Choose Dell" and "Be the Reason Customers Keep Coming Back" to highlight the customer benefits employees were achieving. The campaign materials featured actual employees embracing the central message including a webcast with frequently asked questions, emails from top executives, interactive flash pieces, monitor stickers, building banners, departmental posters featuring local employees, "teaser" and ongoing splash screens, and a traveling banner for employees to pledge their commitment.
Campaign deliverables
- Campaign brand identity and messaging
- Digital marketing: emails, webcast, presentations
- In-person signage: posters, building banners
- Governance: campaign guidelines documents
