Dell announced, with great fanfare, that it had hired the head of Wells Fargo’s online operations to run its global online business. The public relations push might have made sense if the new executive had come from Hewlett-Packard, which has displaced Dell as the top seller of PCs.
Dell has indicated that among its significant problems is customer service. The company hired someone to fix that problem last year.
The new hire will work for Dell’s senior vice president of global online busines and global brand marketing. It would seem that the SVP is the person who should be replaced.
Dell’s problem is not the operation of its online presence. The company does not produce products that consumers want (nifty boxes like Macs) and it does not have a price and cost advantage with companies like Lenovo/IBM and Acer moving into the market.
A bank executive can’t fix any of that.
Douglas A. McIntyre can be reached at [email protected]. He does not own securities in companies that he writes about.
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