What Dell could learn from my "Mr. Tailor" in China

Dell customer service, which took a major word of mouth shellacking this summer, could learn a lot from my tailor here in Shanghai. His name is "Mr. Tailor." His business has grown exponentially in the 8 years he has been making clothes for me (his prices are VERY cheap). He is so busy that he now outsources much of the work to other tailors around town so he can focus on meeting with clients. Like many of the small Chinese businesses that serve the expat community, he has no advertising, no website, and no product literature.

So how did his business grow? Completely by word of mouth. I found about from him in 1998 from my friend Wolf. Wolf heard about him from his boss David. David heard about him at a German Chamber of Commerce dinner. And I have told countless others who have told countless others. Why? Because he does great work, his phone is always on, and he alters pants he made for me 5 years ago without limit

Then there is the satellite TV guy. Satellite dishes are illegal in China. And he sells a pirated version of an illegal satellite. Yes, that's right: a pirated version of an illegal satellite system. His business is booming and has been so for years. Why? Because (according to my friend) his phone is always on, will come anytime there's a problem, will sometimes call to make sure there are no problems, and sells at a reasonable price.

And there a many other business people that depend on WOM: maids, Chinese teachers, DVD stores, money changers....

For various legal and fiscal reasons, Mr. Tailor and Mr. Satellite and others like them must depend solely on word of mouth to be successful. And they know that good products and services are essential at sustaining good word of mouth. It seems an amazingly simple.