What does it mean to be a “most loved” company?

At the recent Association of National Advertisers Masters of Marketing Conference, I had the opportunity to connect with fellow marketing leaders from all over the country and across every industry. The theme that emerged was no surprise: “It’s all about the customer.

At Dell, putting customers first is not a new concept. In 1984, Michael set out to create a different kind of computer company – a company that dealt directly with customers. That business model disrupted the technology industry and has shaped our marketing strategy ever since – connecting with customers where they are, having meaningful conversation and using their input to inspire our solutions.

That’s why it is such an honor that Dell was just named #15 on the global list of the 100 Most Loved Companies, based on a survey of 70,000 consumers in 15 different markets, conducted by APCO Worldwide (an independent, global communication, stakeholder engagement and business strategy firm). This award is especially meaningful to me because it’s based on eight emotions people have toward brands: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride.

As we embark on our next chapter as a private company, our commitment to customers and their success has never been stronger. We call this “The Power to Do More,” and it is our promise to you.

We want to hear from you. Connect with us on Facebook, LinkedIn, and Twitter or post a comment here on Direct2Dell.

About the Author: Karen Quintos

Karen Quintos is Dell’s first Chief Customer Officer (CCO), leading a global organization devoted to customer advocacy. Under Karen’s leadership, the CCO organization defines and develops Dell’s customer experience strategy and programs, with the goals of maximizing customer satisfaction, acquisition, retention and profitability. Karen is also responsible for Dell’s strategy and programs for Corporate Social Responsibility, Diversity & Inclusion and Entrepreneurship — business imperatives she is passionate about and that matter to our customers and team members around the world. Previously at Dell, Karen served as senior vice president and Chief Marketing Officer; vice president of Public Sector Marketing and North America Commercial; and she also held executive roles in services, support and supply chain management. Karen joined Dell in 2000 from Citigroup, where she was vice president of Global Operations and Technology. She spent 12 years with Merck in marketing, operations and supply chain leadership positions. Karen earned a master’s degree in marketing and international business from New York University, and a Bachelor of Science in supply chain management from Pennsylvania State University. She is on the board of Lennox International and Susan G. Komen for the Cure. She is also on the board of Penn State's Smeal College of Business, and a 2014 recipient of its highest honor, the Distinguished Alumni Award. Karen was listed among the most influential CMOs in the world by Forbes, and named 'Mother of the Year' by Working Mother magazine. She resides in Austin, Texas, with her husband and three children.
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