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Dell realized that customers felt more comfortable chatting on forums that they were comfortable with, rather than submitting tickets or making calls with Dell’s internal sales and support mediums. Dell offered technical support directly through their social media pages by responding to customer concerns. Dell mapped back an average of $265,000 in additional weekly revenue tied directly to disgruntled customers who had their questions/problems solved through social media as part of this initiative. The lesson you should take away from this is that, regardless of what you’re selling, meet customers wherever they want to engage with you.