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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Outsourcing Services to India

Outsourcing service operations to India gained pace in the 1990s. Medical transcription was the most common service that was outsourced to India during the early and mid-1990s. In 1994, the Indian telecom sector was liberalized and private organizations were encouraged to invest in this sector. As the quality of telecom services improved, it enhanced the growth of IT-enabled services in India.

In the late 1990s, Indian organizations started providing outsourcing services in various business processes such as data processing, billing, and providing customer support. MNCs like American Express , GE Capital , and British Airways established wholly-owned subsidiaries to carry out the off-shoring requirements...

Contact Center Operations

In May 2001, Dell opened its first customer contact center in India at Bangalore. It provided technical support to sales, customer care, and financial back-office operations. Later, Dell established a global product group in Bangalore that focused on development and testing for Dell's enterprise product line. Also, a software development center was set up to deal with IT projects in all Dell applications and business segments. In 2003, the second contact center was opened at Hyderabad. Along with providing technical support and customer care, it also handled outbound marketing calls for the company...

The Growth Continues

Although Dell stopped providing technical support for a particular line of products from its Indian contact centers, it remained focused on its customer support operations in India and tried to upgrade the quality of its customer services. Barry French (French), Director of Public Affairs of Dell, said, "We remain committed to India and we constantly make changes to optimize our operations in order to give customers the best possible experience." He also gave the assurance that the company had no plans to reduce the size of its Indian operations...

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