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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Outsourcing Services to India
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Outsourcing service operations to India gained pace in the 1990s. Medical
transcription was the most common service that was outsourced to India during
the early and mid-1990s. In 1994, the Indian telecom sector was liberalized and
private organizations were encouraged to invest in this sector. As the quality
of telecom services improved, it enhanced the growth of IT-enabled services in
India.
In the late 1990s, Indian organizations started providing outsourcing services
in various business processes such as data processing, billing, and providing
customer support. MNCs like American Express , GE Capital , and British Airways
established wholly-owned subsidiaries to carry out the off-shoring requirements...
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Contact Center Operations
In May 2001, Dell opened its first customer contact
center in India at Bangalore. It provided technical support to sales,
customer care, and financial back-office operations. Later, Dell established
a global product group in Bangalore that focused on development and testing
for Dell's enterprise product line. Also, a software development center was
set up to deal with IT projects in all Dell applications and business
segments. In 2003, the second contact center was opened at Hyderabad. Along
with providing technical support and customer care, it also handled outbound
marketing calls for the company...
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The Growth Continues
Although Dell stopped providing technical support for a particular line
of products from its Indian contact centers, it remained focused on its
customer support operations in India and tried to upgrade the quality of
its customer services. Barry French (French), Director of Public Affairs
of Dell, said, "We remain committed to India and we constantly make
changes to optimize our operations in order to give customers the best
possible experience." He also gave the assurance that the company had no
plans to reduce the size of its Indian operations... |
Excerpts Contd...>>
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