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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"We are a global company and we seek the best talent in every region. India has been a wonderful source of that. We will move into more cities in the future."1

- Kevin Rollins, President and CEO of Dell Inc, in 2005.

"The customer contact centers in India have transitioned into a premier operation for Dell."2

- Romi Malhotra, Managing Director, Dell India, in 2004.


In January 2006, the US-based PC manufacturer, Dell Inc. (Dell) announced that it would add another 5,000 employees to its Indian operations over the next two years, taking its total workforce in the country to about 15,000. As part of its expansion, Dell planned to open a new customer contact facility in Gurgaon3 by the end of 2006.

This would be Dell's fourth customer contact center in India and it was expected to recruit 700-1,000 employees. Moreover, taking a bullish view on the sales potential of the Indian market, Dell was looking to set up a manufacturing facility in the country as well.

Dell started its operations in India by opening a customer contact center at Bangalore in 2001. The main functions of the contact center were to provide technical support to the customers, to make outbound sales calls, and to provide back office support in accounting functions. Dell's operations grew over the years and the company expanded its business to other Indian cities including Hyderabad and Mohali.

In 2003, some of Dell's US customers complained about the quality of support they were receiving from the Indian call centers. This led to the company taking back some of its processes to its US contact centers. After this incident, Dell took some corrective measures in its hiring policy, and in its people management and operating processes. In spite of these initial hiccups, Dell's customer service operations continued to grow in India.

Industry analysts, however, felt that the future may not be bright for Dell India. The Indian ITES industry had become very competitive and recruiting and retaining the best talent was a major concern for the company.

Dell's Customer Contact Center Operations in India - Next Page>>

1] "Dell to Raise Headcount,", April 30, 2005.

2] "Dell India Sets up Customer Contact Center at Hitec City,", December 10, 2004.

3] Gurgaon is a district of Haryana - a North-western state of India. It is a fast emerging business hub with offices of many MNCs like Honda Motors, IBM, GE, etc.


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