Dell faced complaints from US customers in 2003 regarding issues like language barriers, long hold times, and scripted responses. This showed Dell failed to complement its sales growth with good customer service. To address this, Dell took corrective measures and formed an analytics team to develop new customer relationship management models and processes. Key recommendations included focusing on the customer experience, improving consistency in service quality, addressing language and cultural differences, and matching staffing levels to product sales and support needs.

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

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