Dell's Customer Contact Center Operations in India
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Case Details:
Case Code : MKTG152
Case Length : 12 Pages
Period : 1999-2006
Organization : Dell Inc.
Pub Date : 2006
Teaching Note :Not Available
Countries : US/India
Industry : IT
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"We are a global company and we seek the best talent in
every region. India has been a wonderful source of that. We will move into more
cities in the future."1
- Kevin Rollins, President and CEO of Dell Inc, in 2005.
"The customer contact centers in India have transitioned
into a premier operation for Dell."2
- Romi Malhotra, Managing Director, Dell India, in 2004.
Introduction
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In January 2006, the US-based PC manufacturer, Dell Inc. (Dell) announced that
it would add another 5,000 employees to its Indian operations over the next two
years, taking its total workforce in the country to about 15,000. As part of its
expansion, Dell planned to open a new customer contact facility in Gurgaon3
by the end of 2006.
This would be Dell's fourth customer contact center in India and it was expected
to recruit 700-1,000 employees. Moreover, taking a bullish view on the sales
potential of the Indian market, Dell was looking to set up a manufacturing
facility in the country as well.
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Dell started its operations in India by opening a customer contact center at
Bangalore in 2001. The main functions of the contact center were to provide
technical support to the customers, to make outbound sales calls, and to
provide back office support in accounting functions. Dell's operations grew
over the years and the company expanded its business to other Indian cities
including Hyderabad and Mohali.
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In 2003,
some of Dell's US customers complained about the quality of support they
were receiving from the Indian call centers. This led to the company
taking back some of its processes to its US contact centers. After this
incident, Dell took some corrective measures in its hiring policy, and
in its people management and operating processes. In spite of these
initial hiccups, Dell's customer service operations continued to grow in
India.
Industry analysts, however, felt that the future may not be bright for
Dell India. The Indian ITES industry had become very competitive and
recruiting and retaining the best talent was a major concern for the
company. |
Dell's Customer Contact Center Operations in India
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