Dell's Customer Contact Center Operations in India

Moreover, in late 2005, Dell received poor ratings in the American Customer Satisfaction Index (ACSI)⁴ survey conducted by the University of Michigan. A number of customers said they were dissatisfied with the quality of service provided by the company. Analysts said that the company had failed to complement its significant growth in sales with good customer service.

Michael Dell (Michael), Chairman and Founder of the company, commented, "We were growing too much, too fast, in too many places."⁵ (Refer to Exhibit I & II for Dell's net revenues and world-wide share of PC shipments in the recent years).

Michael was able to make reasonable profits as the high volume of sales compensated the low profit margin that he charged. In the initial years, the business was run under the name PC's Limited; this was changed to Dell Computer Corporation in 1984.

The company started its operations in Round Rock, Texas, as a manufacturer and marketer of computers with a simple vision - 'sell customized, built-to-order personal computers directly to customers'⁷. In 1985, Dell launched Turbo, its first computer system. In 1987, Dell opened its first subsidiary in the UK, heralding its overseas expansion. In 1988, Dell went public by issuing 3.5 million shares at US$ 8.50 each.