President of Dell Technologies in Brazil, Diego Puerta has among his responsibilities, in addition to ensuring the success of the multinational's strategy in the country, participating in the journey of building the reputation of the brand that bears the name (and values) of its founder, Michael Dell. “Those who interact with the customer represent the company to that customer,” he says. “The perception of the company depends on the way the employee serves customers.”
With the company since 1999, where he held various roles, including sales, planning, services and solutions and marketing, Diego helped to Dell to achieve solid leadership positions in the desktop, notebook, server and storage markets and also improved the customer experience and profitability of the business units he led. He also implemented a consistent management and planning process in the country, becoming president in 2020.
In this conversation with the Reputation Feed, Diego spoke about positioning, customer relationships and delivery consistency. Read below the main excerpts from the interview, given in Porto Alegre, shortly after Diego participated as a panelist in a recent Amcham/RS event.
RESPONSIBILITY FOR COMPANY REPUTATION
“We are a company that, in addition to having the name of the founder (Michael Dell), is commanded by him. So, the company's reputation is his personal reputation, which has an additional zeal for reputation. Every employee has the role (to care) reputation, and we make it clear to them, that is, whoever interacts with the customer represents the company before that customer. The perception of the company depends on the way the employee serves customers.”
TRAINING TO POSITION YOURSELF
“No Dell spokesperson can post on behalf of the company without training. We do training every year where we cover brand management and protocols.”
SOCIAL NETWORKS, NOISE AND MONITORING
“Social media is noisy. I receive requests from home users and forward them so that no one is left without a response. We have a dedicated team that takes care of the issues, reports on activities and monitors complaints. We have very solid governance.”
POSITIONING
“Dell is not afraid to take a stand on the values it believes in. It is necessary to foster entrepreneurship, education and expand the use of technology. We are committed to what we believe is best to create a more favorable economic environment.”
REPUTATION METRICS
“We have four major metrics that govern our business: financial performance, market share, CNPS and NPS. In other words, reputation is based on customer experience and employee experience. Then come the developments. But this is the major metric that governs our governance. We believe in good management of our customer experience. Many users associate Dell with PCs for individuals, but this is part of our business. Our biggest business is in the corporate sector. In the corporate sector, we sell by being with the customer, working, building relationships. We need less exposure. It’s about trust, performance, level of delivery. That’s where we work.”
BRAZIL LEADS BRAND PERCEPTION
“We have several brand perception and awareness surveys all over the world. And Brazil is the country where Dell has the highest and best brand perception. We are tied with India for the highest awareness, and in terms of brand perception, we are the largest Dell operation in the world. We have built a very premium brand in Brazil due to the quality and consistency of our delivery and because some of the other players do not have such a robust presence in Brazil. We are leaders in everything here. We have the best level of delivery together with the best local experience. So, the brand in Brazil is the strongest asset it is even compared to the global average.”
Christianne Schmitt is editor of the Reputation Feed
Christianne.schmitt@ankreputation.com.br
