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However between the two organizations, IBM already had a "social" tool and services in the "IBM Connections" toolkit and therefore what it was becoming a social business, it was also selling the tools and services to move them along the same lines.
Dell in December announced that it would start a consulting services for honing customer listening, engagement and response operations. Its consulting offerings include:
- Best practice seminars on building a command center, gaining executive buy-in and support, launching a training program and other topics related to social media monitoring (SMM)
- Design, build and operate a social listening command center
- Listening and insight outsourcing using Dell’s command center and consultants Strategy advisory services.
Dell's example shows how an innovator who builds a new competence can leverage that for revenue by offering it as a service to the laggards.