If positive customer relationships are the ultimate prize, what better way to win loyalty than to identify untapped value and predict financial failures? Dell Technologies Inc.’s chief customer office hopes to revolutionize the customer experience with fresh services for operations analytics.

“We’ve got this power of big data sitting right in front of us, with [a] chief customer office that can really, really light it up,” said Karen Quintos (pictured), chief customer officer of Dell.

Quintos spoke with Lisa Martin (@LuccaZara) and Dave Vellante (@dvellante), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, at the Dell Technologies World event in Las Vegas. They discussed how Dell is using big data to make customer relationships more than about sales, diversity in the tech workplace, and responsible global stewardship. (* Disclosure below.)

Customer relationships are the ultimate prize

As Dell’s first chief customer officer, Quintos is in charge of making sure that Dell offers the best customer experience bar none. This means intelligent analysis of its operations using both direct and channel partner data.

“We can now take a complete view of a customer; we know what they bought, we know who they bought it from, we know the number of escalations they’ve had, we know what their delivery performance has been, we know how many times they’ve changed the account executive on the account, we know what their corporate responsibility priorities are, and we can look at that in totality,” Quintos said.

The chief customer office shares the information gained from this data analysis with the customer’s account executive, offering advice and support to prevent problems before they occur, and even turn-around companies that are identified as heading toward potential failure.

Eight of Dell’s most inspiring customers were honored with awards during the Dell Technologies World event. One is AeroFarms, an indoor vertical farm that minimizes the impact of crop farming through technology using 95 percent less water than traditional methods, according to Quintos. Another award winner, the Unidad de Conocimiento, is a consortium of businesses in Colombia that are working together for common good.

“They’ve absolutely figured out how to take a country like Columbia out of the perils of what has happened there with the drug cartel and really thrive on economic prosperity. And they’re absolutely kicking butt when it comes to the services that they’re providing to all of their customers,” Quintos said.

Speaking on diversity and the #MeToo movement, Quintos spoke about how Dell has always been committed to supporting women and minorities. “We have a very, very growing and thriving employee resource group set of networks. … They’re a safe haven where people of color, women, LGBT, veterans, [and people with] disabilities can come and just be themselves,” she said.

Increasing the ways in which Dell is applying technology in the area of corporate responsibility and innovation is Quintos priority for 2018. “I love the fact that we can use our technology to innovate, change the world, use, reuse the stuff that we’re putting into the economy. So, scaling these is a big, big priority for me in 2018,” she concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the Dell Technologies World 2018 event. (* Disclosure: Dell Technologies Inc. sponsored this segment of theCUBE. Neither Dell nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE