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 Contd...

The Challenges Faced

Due to the rapid expansion of operations, 'talent supply' became the prime concern for Dell, particularly at the middle management level. According to Malhotra, being a relatively new industry was one of the reasons behind the dearth of talent in the middle management level. The company began recruiting people from other industries and providing them with comprehensive training to overcome this problem.

Recruiting the right employees according to the specific job requirements was another concern. The company made a number of changes in its selection process to get the right people. Initially, the process involved taking interviews across the table...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The Steps Taken

To tackle the rising number of customer complaints, Dell took several steps. The company decided to segment the market and prioritize the segments according to their attractiveness for future growth. Reinforcing its commitment to customer service, Jennifer Davis, Dell's spokesperson, said, "customer service is absolutely a strategic priority to Dell. We do recognize that we've experienced some challenges and are working to reverse them."...

The Road Ahead

Dell was optimistic about the performance of its Indian operations and was planning to increase its investments in R&D, focus on hiring engineering talent to support its global operations, and expand the operations at customer contact centers as well as the number of sales and support staff. Commenting on Dell's growth in India, Michael said, "We have some big plans for growth here in India. We expect that over the next three years, our headcount in India to roughly double from 10,000 to 20,000. We see a fantastic opportunity for us to attract some of the best and bright engineers for our software and hardware activities."...

Exhibits

Exhibit I: Dell's Net Revenues
Exhibit II: Dell's Worldwide Share of PC Shipments
Exhibit III: Dell's Products and Services
Exhibit IV: Dell's Customer Contact Centers - Regionwise
Exhibit V: Dell - Annual Financial Highlights (2002-06)
Exhibit VI: The Dell Way


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