Dell Consumer Renewals

Dell’s consumer hardware service and support contract renewals program needed revitalization: marketing, data, and sales teams were out of alignment, leading to missed opportunities and low engagement.

Leveraging the data logic and dynamic content strategy from Dell’s successful commercial Warranty Expiration Notification (WEN) program, MOD+Co set out to enhance the consumer renewals initiative.

The goal was more effective communication with the core audience, at scale.

Capabilities

Industry

Computer Hardware and Technology

Go To Market

Digital Strategy

Personalization

Contact Strategy

Technology

Marketing Automation

Transformation

Digital Transformation

Data

Audience Management

Audience Segmentation

Database Management

Machine Learning

Attribution Reporting

01

Adapting the Commercial Program

The Dell US Consumer APOS team tasked MOD+Co with adapting the commercial program to better serve consumer hardware renewals notifications.

Two challenges defined the work: notification volume and transparency.

02

Low Notification Volume

Notification volumes were low relative to the total number of customers with expiring hardware.

MOD+Co delved into customer personas, hardware usage, and warranty data. This research formed the foundation for an automated notification program designed to reach the right customers at the right time.

MOD has allowed us to reach new levels of success in our global customer renewals business. With their partnership, we have been able to successfully integrate and align marketing and sales motions by leveraging custom data logic and migrating marketing automation platforms, creating an end-to-end customer renewals notification strategy that not only drives leads into our renewals pipeline, but tracks and provides our sales teams with invaluable reporting and business intelligence. Together, we have transformed the workplace by reducing manual efforts globally, refining our data extraction and targeting processes, and executing data-driven strategies to drive consistent annual revenue growth.

— Heather Denman, Sr Advisor, Global CSB Sales Strategy, Dell

03

Transparency and Legal Compliance

Customer warranty data lacked transparency, and audience targeting carried legal challenges.

MOD+Co enhanced the data logic to provide a comprehensive view of consumer warranty renewal opportunities.

Previously approved legal emails were used to craft outreach templates that complied with all necessary regulations.

04

From Pilot to Global Program

The work led to a program pilot, which evolved into an automated program.

It integrates consumer hardware renewals data into a dynamic system that operates globally.

The Results

The data-driven pilot blossomed into a fully automated global initiative with scalable infrastructure.

The program returned 48 times its cost, with renewals revenue up more than 320 percent and inbound volume up more than 290 percent.

It shows how data alignment, transparency, and automation drive substantial growth.

Let’s Work Together

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