Tuesday, August 01, 2006

Why Dell.com Still Feels Like Buying a Used Car

On segmenting your users...

"A looong time ago I complained that “Dell doesn't think like their users think. When you go to their website, the first question they ask is what kind of buyer you are: home, small business, large business, etc. I don't know what I am!”

They've never stopped trying to segment their customers. They seem to know that people hate it. Today on their corporate blog (where, I daresay, you'll never see comments about politics), they brag about their new homepage design. They mention the three things that everyone told them they needed to fix, and number 3 was that whole segmentation business. Quoting Dell:

We still ask you to identify what 'segment' you best represent.

Why? Just show me all the products you offer and let me decide . . .

Seems like a fairly easy thing to do… Can't be that hard, right?

Unfortunately, it is a bit more complicated than just changing links. When you call Dell on the phone we have specific phone numbers depending on your customer type. This way we can offer you the right product, the best solutions & accessories, and the proper warranty/services coverage for your system.

We think this creates greater value by providing information that is relevant to your specific needs."   (Continued via Joel on Software)       [Usability Resources]

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