Dell Global Online Quality Team Case Study

The Dell Global OnlineQuality team enhances Customer profilecoverage across 20languages, up to 45% faster Company Dell Industry Technology Country United States Employees 65,000+ Web site dell.com Challenge The Dell™ Global Online Quality (GOQ) team is responsible for ensuring a high- quality Web experience on Dell.com. It was outsourcing content auditing and services related to product lifecycle management to a provider that relied on mostly manual processes. Solution After evaluating several options, Dell GOQ decided to in-source site auditing with Dell Business Process Outsourcing (BPO). The Dell BPO group looked at the processes for auditing site content and identified several opportunities for automation. Benefits • Simplified the management of 22 million Web pages in over 20 languages • Errors caught and addressed more quickly • Up to 45% faster than legacy engagement at the same cost“We look forward to driving change • Up to 100% adherence to BPO’s service level agreement over six months with the Dell BPO team to improve our • Approximately 40% up to 100% more service coverage every week in customers’ ability to have a great various languages experience on Dell.com.” Application areasMargaret Minter, Director of Online Quality and Customer Experience, • Global Delivery of Content Dell Global Online Quality Audit Services • Workflow Automation and Client Reporting Portal • Application and Platform OS Migrations

Dell.com is gargantuan by any measure. The global site encompasses more than 22 million Web pages in 20 languages, with online ordering functionality and feedback forms enabling transactions for millions of users worldwide. In order to properly support the business, the site’s content needs to be kept consistent and up to date—and that is a huge task. Dell Global Online Quality (GOQ) is The team needed a robust software the internal department tasked with tool to help them manage process “ e are auditing W managing Dell.com and enhancing the knowledge, turn that information online experience for Dell’s customers into day-to-day responsibilities, and our Web site around the world. In the past, the GOQ create reports and analytics. The Dell content better and team engaged a vendor to audit the global Web site on an ongoing basis. more quickly, and Content audits were conducted both before and after Web pages went live in Technology at work we’ve achieved twenty languages. Services cost savings “The Web pages were audited by a Dell™ Business Process because of the large team of people using manual Outsourcing (BPO) Services processes,” says Vivian Homza, director, for Global Delivery of Content efficiencies Dell eDell Quality Management Team within Audit Services Business Process Dell GOQ. “We wanted to eliminate the possibility of errors and reduce costs by Workflow Automation and Client Reporting Portal Outsourcing removing redundancies in the process. Application and Platform We wanted to use the money we saved introduced into to expand coverage of the Global Online OS Migrations our workflow.” Quality Program.” Software Web Audit Tool (also known Streamlining workflow, as Site Audit Tool), an intranet Vivian Homza, Director, strengthening governance Web application and part of eDell Quality Management Team, The GOQ team evaluated its options the Dell Business Process Dell Global Online Quality and decided to bring site audit services Management Suite in-house and onto a new technology platform. “We received a competitive Software: Microsoft® Visual Studio® 2005 proposal, anchored with cost optimization and process transformation Database: Microsoft SQL as the focal points, from Dell’s Business Server® 2008 Process Outsourcing (BPO) unit,” says Web Server: Internet Information Margaret Minter, director of Online Server 6 Quality and Customer Experience. “The solution focused on process automation, Web Client: Internet Explorer 6+ which would bring in the required Server Operating Systems: control and visibility to GOQ through Windows Server® 2003/2008 the entire span of the engagement.”2

BPO team modified their workflow • Strategic layer: Consisting of leaders solution, a part of the Dell Business from the GOQ and BPO teams, the Process Management Suite, to create a strategic layer defined the vision for new Web Audit Tool, which automates this engagement and structured the communication and monitoring of site implementation roadmap. This team audit processes. The tool was designed focused on benchmarking the to be a Web-based application on the key performance indicators that .NET architecture, running on Windows would result in achieving the IIS server. The audit checklist, created on business benefits. the Microsoft SharePoint® Portal Server- based content management system was • Management layer: The team imported into the Web Audit Tool to standardized policies and procedures create work queues for the agents. The for the audit workflow and set up “ e’ve been very W Web-based application is a collaborative a process for escalating deviations platform allowing people in Romania, from those standards. This analytical impressed with the India and China to work together. engine helps ensure best practices are followed and evaluates project process disciplineDell BPO developed the workflow performance to offer maximum cost and automationmanagement tool to effectively manage benefit to GOQ.the 14 different types of auditing on capability that theDell.com pages, which take place bothbefore and after the pages go live. The • Operations layer: This global delivery team ensures adherence to project Dell BPO team haschecklist includes checks for content, deliverables, schedules, budget and brought to ourlinks, imagery, design consistency and project-performance milestonesgrammatical consistency. Overall, 40 including scorecards and reporting. functions. Thepercent of the checklist items wereidentified for automation, and GOQ Up to 100% adherence to SLAs team has deliveredwas able to implement approximately The transition from the vendor to Dell everything we17 percent of the automation in the BPO followed a well-thought-outfirst phase. roadmap. First, auditors conducted a expected and “Our error finding rate was at 10 to 15 pilot project to confirm the feasibility of the solution. “This engagement then some.” percent through our previous audits,” was aligned with GOQ’s expectations says Emily Campbell, executive director, from day one of the pilot phase,” says Margaret Minter, Global Online Programs. “Our error Campbell. After the pilot project Director of Online Quality and closure is up to 45 percent faster, due demonstrated that Dell BPO could Customer Experience, to the follow-up tracking feature in our successfully meet Dell GOQ’s goals, Dell Global Online Quality Web Audit Tool.” the project was extended. “The robust transition ensured complete knowledgeIn addition, the Dell BPO team created transfer and project kickoff within 10a Web-based dashboard that provides weeks,” Campbell adds.easy access to real-time audit status and reports. Today, Dell BPO provides Dell GOQ with Web site content audits The Dell BPO team also established a and management services from three-tiered governance model involving three delivery locations: Chennai, an operations layer, a management layer India; Shanghai, China; and and a strategic layer. Bucharest, Romania.3

“We now have access to a multisite, post-live, the Web Audit Tool streamlines Today’s tool provides production and multishift global service-delivery resolution of errors and discrepancies quality data online. platform that provides overlap between by helping identify the right point of shifts and locations to enhance our contact for error fixing through the The Web Audit Tool provides the coverage in different time zones,” says Online Contact List Tool. From there, status of pre-live audits and graphical Minter. “Previously, we had English- the software enables teams to track the representation of the different audits language support 24 hours a day, five issue through closure of the ticket. performed by the team. This helps GOQ days a week; now it’s 24 by seven. to get information faster, because it does French and German coverage has “This technology has eased the global not require manual intervention by the increased from 16 hours, five days a work allocation process,” says Minter. reporting person. The data is accessible week, to 24 by five. And availability of “In the past, vendor auditors often had in different graphical formats. This tool is service in Korean, Russian and Polish has difficulty locating the rightful owner of primarily used by GOQ’s process owner increased from eight hours, five days a specific Web content. By the time a Web and reporting person. week, to 16 by five. So we’ve increased page is launched, its author may have support coverage from 40 percent to changed roles.” The Web Audit Tool The Web Audit Tool manages error approximately twofold.” refers to a comprehensive, up-to-date tracking and closure of errors more contact list of page owners, eliminating efficiently than the previous vendor’sBetter yet, the truly global approach much of the inefficiency in the legacy manual methods. This automationhelps ensure business continuity in the workflow. “It reduces issue resolution resulted in about 30 percent savings,event of a disaster. “The service level time for Dell GOQ,” Homza says. which Dell GOQ converted to more BPOagreements vary across all the different resource and expanded audit coverage.processes they manage for us,” Minter The Web Audit Tool also provides bettersays. “But for the six months since information about the process than Dell Benefiting end users of Dell.comcompleting the transition, Dell BPO has GOQ users could access previously. “It “We have gained more visibility into theachieved up to 100 percent adherence provides real-time visibility and control audits performed by the Dell BPO teamto those agreements. While we were to the project stakeholders through through the Web Audit Tool,” Mintersatisfied with the earlier vendor, we preconfigured reports,” Homza says. says. “We’ve been very impressed withwere able to expand the scope and “It also includes online dashboards the process discipline and automationbuild the talent in-house and optimize that offer insight into our day-to-day capability that the Dell BPO team hasspend on resources.” operations. We are auditing our Web site brought to our quality functions. We content better and more quickly, and look forward to driving change withFaster launch of new Web content we’ve achieved cost savings because of the Dell BPO team to help improve notToday, before a Dell.com Web page goes the efficiencies Dell Business Process only the quality of our site but, morelive, human Dell BPO auditors review the Outsourcing introduced into our important, our customers’ ability tocontent for accuracy. Once the page is workflow.” The Web Audit Tool helps have a great experience on Dell.com.live, Dell BPO auditors manually verify the GOQ team track pre-live inflow and The team at Dell BPO has deliveredthat the links work and that all content outflow status, which was not provided everything we expected and then some.”adheres to Dell guidelines. Pre-live and by the tool from the previous vendor.View all Dell case studies at dell.com/casestudies Availability and terms of Dell Services vary by region. For more information, visit dell.com/servicedescriptions © May 2012. Microsoft, SharePoint, SQL Server, Visual Studio and Windows Server are registered trademarks4 of Microsoft Corporation in the United States and/or other countries. This case study is for informational purposes only. Dell makes no warranties - express or implied - in this case study. Reference number 10010322

Dell Global Online Quality Team Case Study

by Dell Enterprise on Jul 11, 2012

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