Transactional Relationship

Business Business
Online Online
Transactional Business Online

Receipt of Customers logged in via ‘dell.com’ to place an order. This was

Order received by an order processor.

Classification of The order processor classified the same into a market

Order segment

Member of the order processing and sales rep team

Qualifying qualified the order based on the completeness of the
the order same

Final sales The complete order was sent to the factory for
order system assembly
Revenue
$1M $2M $3M
per per per
day day day

● Dec ‘96 - 150000+
Customers
● Commissioned a market
research
● Survey - half business
users and half residence
users
● Customers were either
satisfied or very satisfied
● Next step - Aggressive
PR plan to get media’s
focus
● May’97 - follow-up customer
research
● 150 DCS and 150 BSD
● Customers found the website
- Ads in Computer
publication and general
business publications
● By June’97 - $2M/day
● Dell Online became the talk
of of e-commerce world
● Internal evangelism - to
advertise beyond online
group
● Fall of’97 - $3M-per day
● Online group modified
the site to make it more
functional
● Large proportions of
DCS revenue were
attributable to the online
channel
● Dell Online bought
organisational changes
to the business