Dell'S Customer Contact Centres In India

• Concepts related to Customer Care Management• Issues• Reasons• Steps Taken• Recommendations

• Started their operations in 2001• Main function was to provide technical support, make

outbound sales calls, back office support• Received complaint from US customers in 2003• Complaints mainly regarding language , long hold time

and scripted responses.• Corrective measures taken by Dell.• Failed to complement growth in sales with good

customer service.

CRM Aspects

Operational CRM – “Front Office CRM” Placing of Orders and Need for service –

• Telephone• Website

Collaborative CRM - Direct communication with customers not involving sales or service representatives.

In 1999, Dell launched “E-Support Direct from Dell”

Analytical CRM – “Strategic CRM” Formed an analytics team Proficient at data mining and analytical modeling To develop new models and processes

It can be predicted by two methods:1) Erlang C Parameters required• Average conversation time in secs• Average completion time in secs• Number of calls• Desired service levelAssumption:• Unanswered calls wait and do not hang up2) Simulation

• The approach was not customer centric• Lack of consistency in service quality

Language difficulties (accent, communication) Long hold times Scripted responses

• Large number of products being handled by Dell India• ‘Talent supply’ at the middle management level• Recruitment of ‘right’ employees for specific jobs

(inappropriate selection process)• High attrition rate (wrong hires, inability to cope with

stress)

• Focus was on generating revenues• AHT of calls and pay scales• Cultural differences• Inappropriate accent training• Customized and variety of products & services• Increase in the volume of calls• Increasing demand and less supply

Verification authorization slows troubleshooting.

Identifying customers through the caller ID info.

Saves time, money & enhances customer

service.

• Dell’s new ProSupport– Collaborative Support for Hardware and Software.– 24x7 Expert Center Phone and Online support.– Next Business Day Onsite Service.

• Dell-Connect– A remote diagnosis and resolution tool

• Dell’s “Proactive Maintenance” – Assessment and recommendations for updating drivers and firmware.

Dell’s Corporate Blog and Websites◦ Corporate Blog and forums◦ Dell Studio and Idea storm

GOLD SUPPORT

• Dedicated Support Lines For Different Products• Staffing Inline With The Priority Of Product’s Sales

Potential And Expected Call Inflow• Immediate Feedback Call Reverts To Customers To

Analyze Satisfaction Levels• Shift In Focus From AHT to Problem Resolution • Educate Customers About Online Support Available

For Elementary Problems