Abstract
Customer Relationship Management (CRM) is one of the most efficient systems which could be implanted in a company for its success. CRM is a process, a data mining, a technology and a philosophy base on the customer which aims to strengthen the relationship between the customers and the company, to make them loyal to the brand. It allows companies to have important information regarding the customers, so the company can personalize its products in relation with the customers' expectation and needs, with low costs. Dell uses the CRM to optimize it clients' management. The CRM is the strategy employed to go from a product oriented-company to a customer-oriented company, which is all based on customer satisfaction. If the CRM process is well implanted in a company, it gives a lot of assets like the cancellation of the activities with no added value, the customers' loyalty which could result in an increase of the sales in the company and also an increase of the profit in a long term view (Karine, 2008).
Since its creation, Dell's power lies in the close and direct relationship with its customers. Michell Dell really worked right from the beginning to establish the company in the computer business. Over time, he realized that this approach to the customer is the strength of his company. In this report, we will try to present Dell to better understand its success and how it manages to do that. We will also analyze its products and make a quick comparison with Apple to see the differences between the two leaders of the computer market and we will finally focus on the understanding of its CRM strategy which is the operational excellence. In the final section, we will present a brief conclusion of our findings.
