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  • 1.  
  • 2.
    • Concepts related to Customer Care Management
    • Issues
    • Reasons
    • Steps Taken
    • Recommendations
  • 3.
    • Started their operations in 2001
    • Main function was to provide technical support, make outbound sales calls, back office support
    • Received complaint from US customers in 2003
    • Complaints mainly regarding language , long hold time and scripted responses.
    • Corrective measures taken by Dell.
    • Failed to complement growth in sales with good customer service.
  • 4.
    • CRM Aspects
    • Operational CRM – “Front Office CRM”
    • Placing of Orders and Need for service –
          • Telephone
          • Website
    • Collaborative CRM - Direct communication with customers not involving sales or service representatives.
    • In 1999, Dell launched “E-Support Direct from Dell”
    • Analytical CRM – “Strategic CRM”
    • Formed an analytics team
    • Proficient at data mining and analytical modeling
    • To develop new models and processes
  • 5.
    • It can be predicted by two methods:
    • 1) Erlang C
    • Parameters required
    • Average conversation time in secs
    • Average completion time in secs
    • Number of calls
    • Desired service level
    • Assumption:
    • Unanswered calls wait and do not hang up
    • 2) Simulation
  • 6.  
  • 7.
    • The approach was not customer centric
    • Lack of consistency in service quality
      • Language difficulties (accent, communication)
      • Long hold times
      • Scripted responses
    • Large number of products being handled by Dell India
    • ‘ Talent supply’ at the middle management level
    • Recruitment of ‘right’ employees for specific jobs (inappropriate selection process)
    • High attrition rate (wrong hires, inability to cope with stress)
  • 8.
    • Focus was on generating revenues
    • AHT of calls and pay scales
    • Cultural differences
    • Inappropriate accent training
    • Customized and variety of products & services
    • Increase in the volume of calls
    • Increasing demand and less supply
  • 9.
    • Verification authorization slows troubleshooting.
    • Identifying customers through the caller ID info.
    • Saves time, money & enhances customer service.
  • 10.
    • Dell’s new ProSupport
      • Collaborative Support for Hardware and Software.
      • 24x7 Expert Center Phone and Online support.
      • Next Business Day Onsite Service .
    • Dell-Connect
      • A remote diagnosis and resolution tool
    • Dell’s “Proactive Maintenance”
      • Assessment and recommendations for updating drivers and firmware.
    • Dell’s Corporate Blog and Websites
      • Corporate Blog and forums
      • Dell Studio and Idea storm
  • 11.
    • GOLD SUPPORT
  • 12.
    • Dedicated Support Lines For Different Products
    • Staffing Inline With The Priority Of Product’s Sales Potential And Expected Call Inflow
    • Immediate Feedback Call Reverts To Customers To Analyze Satisfaction Levels
    • Shift In Focus From AHT to Problem Resolution
    • Educate Customers About Online Support Available For Elementary Problems
  • 13.