history and trade relationship. Sales team used to track activity within accounts, and take action on the lapsed quotes while marketing department used to track customer activity, product sales, and marketing mixes (Klinker, Terrell and Mahfouz, 2006). On another side, Dell deployed e-Business software which is “i2 Supply Chain Planner”, “i2 Collaboration Planner”, and “i2 Factory Planner”. This software is designed
13 | P a g eto meet the need of supply chain and coordinate the build-to-order processes from order to customer support. Dell’s management team used to profile customers, target customer’s preference as well as determine the outcome. Moreover, Dell used this system to pull material, track backlog numbers, check stock status, and supplier commitments. This system can let supplier know what parts to deliver to which factories and be assembled to meet customer needs.(Klinker, Terrell, and Mahfouz, 2006). Likewise, Dell partnership with Salesforce.com in online CRM provides system-integration service for small and medium business. Dell using Salesforce.com to track sales opportunity, generate and analyze sales report, sales forecasting and view real-time dashboards (Dell, 2011). Dell's CRM system involves monitoring global customer's purchase which provides Dell a better understanding on their business to delivery better services and right products to customers (Klinker, Terrell and Mahfouz, 2006).
14 | P a g e3.2.2 E-CommenceSince 1995, Dell formed website (dell.com) to provide products information, technical support and others service to customers. Customers can purchase computer peripherals, software, and others products from the website. Dell Company has also display out the firm’s information for example annual reports, stock value, and financial figures. By 1996, Dell started e-commerce for personal computers and the target market is mainly on the catalog customers. Customers can choose and deploy a model, acquire a price quote, and buy the personal computers through online or by phone. The customer will received a confirmation e-mail after they have make ordering and able to check the ordering progress through Dell’s order status system.Dell also sells its refurbished computers at electronic auctions, dellauction.com (Kraemer and Dedrick, 2001). Likewise, Dell have provides online support website () to the customers which offered variety support tools in term of products, order, warranty, resolution assistant, contact details which can online discussion with technicians as well as customer forum to sharing information and raise up requirement (Dell, n.d.). Dell used Web Services, an E-Collaboration technology to communication with its logistics partner on collecting, maintaining and delivering components which can help Dell company to reduce inventory. Besides that, Dell deployed a ValueChain.Dell.com to allow suppliers share the real-time information such as inventory, capacity and quality metrics and cost while Dell share customers demand, product quality and customers requirement to the suppliers. The entire materials purchase and procurement between