The Challenge

For years, Dell focused on customer acquisition at the expense of customer retention and development. This hurt their brand and their bottom line as they were losing the "next sale" to competitors. Additionally, our challenge was to develop Dell's massive base of existing customers into more profitable relationships.

The Solution

We worked closely with Dell and their database service provider to segment their file-based behavioral data, such as customer tenure and value. Once the team had some high-potential, targetable segments defined, we outlined a relevant contact strategy, creating a communication stream from welcome letters to follow-up offers to up-sell and cross-sell, plus customer appreciation mailings, emails, and special sales.

The Result

The customer retention program has been extremely successful for Dell. Based on the results, they have reallocated their acquisition budget toward retention. And customer response to personalization has been so positive that Dell has switched to 100% digital printing in order to deliver even more custom communication.