Challenge
In 2011, Dell created the Dell Expert Network program, aimed at building partnerships with IT professionals and small business owners in the field, giving them access to a dedicated support team within Dell and helping them prepare projects for the partners' end customers. The program was a success early on and became Dell's global model for loyalty programs. Over time, however, the great challenge became understanding the new landscape and target audience in order to promote the program again and resume the growth of its participant base, which had been stagnant for some time.
Solution
Vent offers a Data Science service, a solution that applies science to complex problems. Using scientific methodologies, data collection and analysis, and statistical and mathematical models, it addresses the specific needs brought by clients. The data is then structured and strategic planning is carried out to achieve the expected results.
Results achieved
The research findings established the size of the market and the main regions of IT professionals/companies (B2B) in Brazil, as well as Dell's market share within that market. A plan was also implemented to increase this share by identifying organizations that bring these professionals together, such as unions, professional associations and regulatory bodies, along with the main touchpoints and channels for reaching them. The most effective approach formats were identified too, among other factors relevant to growing the base. Finally, a Buyer Persona was created to represent the different types of target users of the program, and the aspects valued in loyalty programs in general were defined.
From the assessment of the data above and the insights, the following opportunities were identified:
- Creating an exclusive education platform for training and certification;
- An app with news and product launches;
- Awards and a points program for participants;
- Television campaigns focused on small businesses to build brand rapport;
- Identifying and planning the implementation of lead generation tools.
This resulted in a 15% increase in the customer base!