'After-sales contributes to building an enduring relationship with customers’

Nikunj Murukutla, Sales Director, Consumer and Small Business, Dell, India 

After-sales is certainly one of the factors that contributes to a brand’s capability to build enduring relationships with its customers. At Dell, we strive to deliver customer service across multiple platforms - from tailor-made technology like SupportAssist Technology to Dell’s social media assets, Facebook and Twitter.

Through our Social Media support, we manage service level agreements (SLA) in approximately 2 hours on any given day through Facebook, @DellCares and @Dell_IN. We have observed transformation in consumer conversations about Dell’s products and services, since we started listening and engaging with our customers on social media and addressing their concerns in real time. Social media offers the unique opportunity to listen to customers and engage in a two-way dialogue with them.

Our after-sales support through SupportAssist technology, provides round the clock instant solutions to our customers, from automated issue detection, instant notification to response. Some of the key features of SupportAssist technology are -

·         It is available to all Dell customers at no additional charge value, and is seen as great value addition to our technology solutions, by our customers

·         It replaces manual and high-effort routines with automated support, thereby improving productivity

·         Reduction in the time taken to provide a resolution to our customers – Whenever we receive an alert, an automatic case is created and the customer is contacted

·         Optimization of enterprise devices with monthly ProSupport Plus reporting and predictive issue detection, which help gain insight and control

Innovative customer experience…

We believe that the concept of customer experience centers is evolving, with brands continuously innovating their offerings to take experience to the next level. At Dell, our Dell Exclusive stores (DES) feature state-of-the art experiential zones, surrounding customers with the latest offerings from Dell, be it a new product portfolio or technology like Virtual Reality. DES are planned and created for the customer to be able to have an immersive experience with products, knowledge and demonstrations, and experiencing the entire range of solutions to choose from. With over 650 Dell Exclusive Stores, we provide seamless service to our customers across the length and breadth of the country.

Dell’s Carry-in Service centers, which require a customer to deliver and pick their systems also offer post-sales support. These centers are equipped with the latest technology and logistics and can take care of both in warranty and out of warranty repairs.

Technology in the customer service segment, like apps and chatbots provide customers with access to proactive and predictive support rather than just reactive support. This has transformed the way brands engage with their customers. It also helps reduce the time taken to provide a resolution, benefiting the company, and satisfying customers.

At Dell, we use SupportAssist, which helps our customers register their complaints and queries, thereby expediting the process. Apart from this, we have deployed technology for our technicians which helps them provide faster resolutions on the move, as they have access to a plethora of information, logistics, parts and support teams.

A brand provides a seamless customer experience when it helps a customer enjoy a great service and expertise from experienced professionals until they own its products and services. Be it offering pre and post-sale support to making it easier for them to sell, it covers them all. Dell, backed with the right expertise, process and tools helps customers deploy, manage, support and even recycle systems that the channel can leverage partially or fully.