Dell's Customer Contact Center Operations in India

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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.

Case Details:


Case Code : MKTG152 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Business Process Outsourcing, Customer Service, Call Center Management
Case Length : 12 Pages
Period : 1999-2006
Organization : Dell Inc.
Pub Date : 2006
Teaching Note : Not Available
Countries : US/India
Industry : IT


The case describes the customer contact center operations of Dell India; a subsidiary of the US based Dell Inc., the leading PC retailer in the world. It examines how Dell Inc. offshored its global customer service operations to Dell India. The case highlights the problems faced by Dell India during expansion of its customer contact center operations and explains the corrective measures taken by the company to solve these problems. The case also discusses the present challenges faced by Dell India and its future growth and expansion plans in the country.


Examine the need for outsourcing/offshoring customer service operations

Provide insights into the operating processes of Dell India's customer contact centers

Study the problems experienced by customer contact centers and examine the possible solutions


  Page No.
Introduction 1
Background Note 2
Outsourcing Services to India 3
Contact Center Operations 4
The Growth Continues 5
The Challenges Faced 6
The Steps Taken 7
The Road Ahead 8
Exhibits 10


Dell Inc., Business Process Outsourcing, Offshoring, Customer Contact Centers, Call Center Management, Customer Service, E-Support Direct from Dell, The Dell Way, Talent Recruitment, Scripted Responses, Customer Complaints, Customer Satisfaction, Calls Management, Technical Support

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