Since Dell highly value its customers, the company also set some other customer-related strategies. For instance, direct relationship with customers and offering them choices; Dell is using direct selling, customers can purchase systems and services from Dell via telephone, at a growing number of retail stores, and through its website, where they may review, configure, and price systems within the entire product line; order systems online; and track orders from manufacturing through shipping. Customers can also give their feedback or suggestion for current and future Dell products and services through an interactive portion of their website called Dell IdeaStorm. This helps the company reduce distribution cost and give an advantage of predicting changes in customer requirement and in their needs immediately.
As a result of practicing these initiatives, in May 2008, Dell announced a $3billion cost reduction initiative, which includes both cost of goods sold and operating expenses. In the fourth quarter of fiscal year 2009, Dell identified additional saving opportunities and has increased its cost-reduction target to $4billion by the end of Fiscal year 2011 .