One of the strengths of Dell and what really separates them from other companies is their customer intimacy. Dell allows their customer to personally customize and design the laptop that they want. This type of strategy is called product differentiation and customer relationship management and Dell is doing exactly what it takes to build an intimacy and good relationships with their customers and at the same time differentiating their products from others. Their direct model approach allowed Dell to be able to provide customization to their customers, particularly the home users. By allowing the customers to be able to customize their laptop online or through the phone according to what they want it enabled Dell to provide a laptop to each customers that has the exact performance, capability and affordability that they need/want from a laptop.