地點：美國
標錯價事件：379美元個人數位助理(PDA)價格錯標為79美元，戴爾事後取消上百張訂單。
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時間：2005.8
地點：澳洲
標錯價事件：澳幣592元的硬碟錯標為澳幣8.8元，戴爾通知消費者付原價或取消訂單，不過當地消保機關認為戴爾應出貨給已用信用卡付款的消費者。
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時間：2006.3
地點：香港
標錯價事件：港幣4,199元20吋液晶螢幕，錯標為港幣2,187元，折扣達48％。最後戴爾提供12％折扣。
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時間：2008.2
地點：中國
標錯價事件：人民幣8,999元的27吋液晶螢幕，錯標為人民幣2,515元，最後在輿論壓力下以錯價出貨。
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時間：2008.6
地點：智利
標錯價事件：智利披索29萬8,997元的筆記型電腦，錯標為智利披索7萬7,739元，非正式統計約有1萬5,000台，戴爾事後提供未來購物15%折扣，未得消費者認同，引起訴訟。
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時間：2009.6
地點：台灣
標錯價事件：全網站商品折扣7,000元，19吋液晶螢幕出現一台500元。戴爾事後提供1,000元、3,000元折價券。
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時間：2009.7
地點：台灣
標錯價事件：6萬元筆記型電腦錯標為1萬8,000元，有近1萬5,000台訂單。戴爾事後提供2萬元的折價券。
I always explain to my colleagues and underlings that it is no way to prevent human mistake by human checking. We only can prevent the human error by a checking system. The the process is critical, the management needed to setup more checking point in order to prevent the serious loss of business. In the same words, we can explain the idea by lean concept, and the lean tools is autonomation, or you can say poka yoke.
The above the information was talking about the wrong pricing and order received by online sales of DELL. I have no idea for how much for financial loss actually happen for the business sales by those wrong pricing issues, it is very hard for us to evaluate and it is meaningless to calculate how much count how much money in the others pocket. But all of us know it would cause a lot of customer loss for those cases, and it was a serious loss in business opportunity. Yes, off cause it would make some new customer and they are waiting DELL to mark wrong pricing again... sorry, DELL can not get any profit for those special customer...
My question is why the company can not setup some poka yoke for the online sales system? I don't think it would be more difficult than the poka yoke in manufacturing process. In manufacturing process, may be we need some high-tech design for poka yoke function, sometime, it would be came out in some special mechanism, or laser sensor, or color sensor...but what can we do for the online sales pricing? Is that hard to do so?
At my point of view, we need to understand the market and your target customer. I think those customer should be personal usage for purchasing PC online. If so, they should only need one or two sets of product. If the online system received 100 sets of order, it should alert some customer service or coordinators to manual check. To solve the problem from the beginning, we also can set some constraints to the pricing input. For instant, the price of monitor should be around 1000 to 3000. If somebody input a price lower or higher than the range, the system must give a alert to higher level and request for approval. I don't think it is very difficult to make that happen, and I don't think that was more complicated than the poka yoke in producing some products. But for these six years of time, it seems to us that nobody think about that can help.
Ironically, DELL is a successful company for implement lean manufacturing concept (may be it is only well done in inventory control...). I can not understand why there were totally absent of lean implement in sales and marketing system. It made me so surprise when I saw the news.
Do you have any other ideas to help them?
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