Dell Technologies Services Messaging and Global Validation

Dell Technologies Services Messaging and Global Validation

Dialog Case Study

Dell Technologies Services Messaging and Global Validation

Embracing a new IT services future

Client Overview

Dell Technologies Services provides a broad range of endpoint and infrastructure services for customers around the world, including IT consulting, device deployment, cloud design and migration, and security.

Situation

Dell sales teams were challenged to articulate the overall services story as it increasingly came to include an astonishingly broad array of services that had grown to include a layer of smart connectivity that gave IT access to a new universe of real-time information about their assets and environments.

The challenge was twofold: how to simplify the overall services story and how to differentiate the new generation of information-based services from other OEMs offering.

Solution

Positioning, naming, market validation, creative expression

Developed a succinct, impactful way to talk about this new services capability that articulated the ways in which it was unrivalled because of the depth and breadth of dell’s product portfolio, customer base and corresponding data lake

  • After a discovery research and discorvery process that included stakeholder workshops, Dialog built a new messaging architecture based on how top sellers spoke to the aspects of Dell’s ecosystem and how introduced the services conversation as the thread that ties everything together
  • Dialog conducted a global validation study in eight markets that two approaches for branding the new technology
  • Tested across eight global markets
  • Tested with participants from SMB, Enterprise Commercial Enterprise Products customers
  • Measured how messaging resonated with current and potential customers
  • Captured which value proposition performed better in combination with messaging
  • The winning Value Proposition, which subsequently was translated into customer-facing assets including a sales presentation and customer-facing videos

“We finally have a way to talk about a lot of complicated layers of technology in a way that resonates with sellers and customers.”

VP, Services Marketing

Results

81% of respondents said they would take a meeting based on hearing The Winning Value Proposition.

Dell Services had a new way to talk about the ongoing evolution of their services portfolio.

Gave the brand a powerful bridge for transitioning to the new Dell Apex “everything as a service” delivery model

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Starwood/Marriott Gaining a competitive edge through scaling digital

Starwood/Marriott Gaining a competitive edge through scaling digital

Marriott
Dialog Case Study

Mariott/Starwood

Gaining a competitive edge through scaling digital

Client Overview

Starwood Hotels and Resorts Worldwide, Inc. was one of the largest owners and operators in the world of hotels, resorts, spas, residences, and vacation ownership properties. It was acquired byMarriott International.

Situation

The CEO of Starwood Hotels & Resorts turned to Dialog for a unified strategy for leveraging social conversations across multiple brands, 1,200 properties, and over 180,000 employees worldwide. They needed to improve their digital, social and mobile presence to maximize their relevance and competitive edge.

Approach

The Starwood executive team understood that social media could be leveraged to dramatically improve customer experiences but needed a partner who understood how to address it from strategy to execution without unleashing chaos across their 1200 properties and 180,000 employees.

Dialog evaluated and identified risks, opportunities, and best practices to develop a long-term roadmap with metrics. The process included a deep analysis of top relevant socially recognized brands, mapping strategies to tactics, tools and benchmarks, and development of a long-term maturity model for social media operations.

Dialog delivered a full strategy to customize web and digital experiences around the customer as well as a six-point plan for managing social media growth with good governance, accountability and metrics for global implementation.

Elegant hotel lobby

“I would recommend Dialog to anyone seeking a firm grasp of strategy married with digital execution.”

Fritz van Passchen

CEO, Starwood Hotels & Resorts

Let’s Chat

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