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The Functional Business role of Information Systems in supporting sales and marketing processes in order to increase brand awareness and drive sales

......There is also the uncontrollable aspects of brand awareness being further complicated by the emerging dominance of social networks (Bernoff, Li, 2008) and their impact on brands in real-time. From blog posts to Facebook and Twitter conversations about brands that the majority of the time has customers complaining about the lack of support or inflated claims of performance, social networks are forcing the issue of customer conversations even in the brand awareness process areas. An example of the brand awareness process being redefined to be more collaborative, less unidirectional in approach is the introduction by Dell of their DellIdeastorm.com site (Ferguson, 2008). Like Lego, Dell was experiencing a significant drop in sales during the recession which began in 2007 and was concerned that its brand awareness strategies with prospects and new customers were faltering. Their customer satisfaction scores had been dropping as a result of Dell attempting to apply Six Sigma and lean process improvement methodologies to their call centers, giving incentives to call center representatives for speed of response, not closure of the problems (Jarvis, 2008). This was collectively having a very negative impact on the companys band awareness and in conjunction with faulty batteries the company had purchased