It is important for relationship marketing to be re-imagined

Ritu Gupta, Marketing Director, Dell Technologies

Relationship Marketing during COVID times 

Without a doubt, the ongoing situation has required organizations, no matter what size, to adapt and embrace technology in an unprecedented manner. Keeping a close eye on emerging trends and insights that can be garnered from data has been equally important. Customers and clients were looking for advice for the best tech solutions for their respective organizations and employees – with WFH becoming the new normal. It became all the more important for relationship marketing to be re-imagined and for us to become partners in this digitization process. Apart from this we also began reaching out to them via our specially curated engagement programs and initiatives.

To strengthen the relationship with customers

At Dell Technologies, furthering our customer first approach has always been part of our DNA. We have had continual focus on driving and delivering value for our customers. Some of the programs we have been pushing out include engagements through roundtables and forums. We even have global platforms like Dell Technologies World and Dell Technologies Forum where customers have access and can engage with senior executives and learn more about the latest tech trends that are relevant to them.  So, we re-pivoted our creative to quickly respond with solutions to meet those needs. We have hosted virtual forums with customers from around the world to provide guidance and advice and came up with creative ways to conduct virtual customer briefings.