Dell Innovation Driven By Customers

In a world where people increasingly depend on their phones, laptops and other connected devices, it’s only natural that they have their own opinions about what works and what doesn’t.

Fortunately for its customers, listening is an essential element for Dell. Putting that feedback into action is the next step, and it’s a formula that works.

Full of unique designs in a variety of shapes, sizes and colors, Dell’s online catalog offers an interesting twist on the traditional spectrum of devices. According to Dell’s Michael Tatelman, vice president and general manager, Consumer Sales and Marketing, most of the creative inspiration comes directly from its customers.

“Behind the scenes, Dell’s marketing group is organized into customer segments that include prosumers, families with kids, professionals, gamers and the 18–35 age group we call Gen Y,” he says. “Our development teams are immersed in the needs of those segments. We talk with customers all the time. It allows us to focus on the things that users really want from their computers and devices.”

It’s an approach that can be seen across Dell’s product lineup. The recent category-busting Inspiron duo is a new type of “convertible” PC: part tablet and part laptop. Its design was inspired largely by students who may need the mobility of a tablet for taking notes, a laptop for writing papers, and multimedia capabilities to handle music and movies.

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Dell Innovation Driven By Customers