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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Introduction Contd...
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Moreover, in late 2005, Dell received poor ratings in the American Customer
Satisfaction Index (ACSI)4 survey conducted by the University of Michigan. A
number of customers said they were dissatisfied with the quality of service
provided by the company. Analysts said that the company had failed to complement
its significant growth in sales with good customer service.
Michael Dell
(Michael), Chairman and Founder of the company, commented, "We were growing too
much, too fast, in too many places."5 (Refer to Exhibit I & II for Dell's net
revenues and world-wide share of PC shipments in the recent years).
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Industry analysts commented that the company needed to do a more in-depth
analysis of its policies and processes if it wanted to perform better.
Background Note
In the early 1980s, Michael started a PC business. He
bought PCs from IBM dealers and resold them at a lower price (10-14% less)
through advertisements in newspapers and computer magazines6.
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Michael was
able to make reasonable profits as the high volume of sales compensated
the low profit margin that he charged. In the initial years, the
business was run under the name PC's Limited; this was changed to Dell
Computer Corporation in 1984.
The company started its operations in Round Rock, Texas, as a
manufacturer and marketer of computers with a simple vision - 'sell
customized, built-to-order personal computers directly to customers'7.
In 1985, Dell launched Turbo, its first computer system. In 1987, Dell
opened its first subsidiary in the UK, heralding its overseas expansion.
In 1988, Dell went public by issuing 3.5 million shares at US$ 8.50
each. |
Excerpts >>
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