As Leadership Changes, Customer satisfaction continues to be the battlefront for Dell India

Dell is dedicated to creating the products and services according to the business requirements while also offering a personal level of partnership for peace of mind that the technology being used will perform the way the customer wants, even as his/her business evolves. VARINDIA sets up an exclusive interaction with Raj Kumar Rishi, Vice President & Managing Director, Consumer and Small Business at Dell India to discuss this in detail -

The combination of technology leadership, product portfolio, a 360 degree Go-to-market (GTM) strategy including rapid retail expansion across the country supported by best-in-class post sales service infrastructure has resulted in a wider acceptance for the Dell brand in the market. At Dell, the customer is at the center of everything it does.

“Our Go-to-market (GTM) strategy is based on the insights that we get from our engagement with our customers,” says Raj Kumar Rishi, Vice President & Managing Director, Consumer and Small Business at Dell India. “They see us as trusted partners that can equip them for their technology needs, going beyond simply buying our products. Understanding the user’s perspectives and gathering the necessary customer feedback has helped us to develop and deliver superior solutions, best-in-class service and innovate our products based on the requirements of our customers. For our consumers – be it individuals or small businesses – Dell is available across offline and online channels.”

The customer centric approach has always allowed Dell to work backwards by listening to customers, understanding their needs and then offering them solutions to enhance their work-life to the maximum extent. To improve customer experience, Dell provides them with industry-standard technology, supplies relevant, high-value products and services through extensive research and development.

“We offer a versatile range of product portfolio to our consumers. For a home consumer, who seeks performance and versatility for every day computing we have Inspiron range of notebooks and the two-in-ones. For customer who needs the latest and the best in technology, we have the XPS range which is the state of art laptop offering the best in class experience. For performance and gaming needs, we have Alienware & G series laptops which comes with the wide range of options to address different types of gaming needs,” explains Raj.

Channel Plan

Channel partners have been one of the biggest factors for Dell’s success in India and it acknowledges and deeply appreciates their support in making Dell the most trusted brand in the country.

Dell continues to evolve its processes and channel policies in line with ever changing market dynamics. This includes areas of time to market, channel programs management, channel training and communication.

“Our processes and program structure will help our partners in better management of their cash flow as well as their own business investments. We also strongly believe in regular engagement with our partners. For instance, we are currently conducting partner round tables across the country to share our business plans as well as to listen to their feedback,” sums up Raj.

P. Krishnakumar, Sr. Vice President, Consumer & Small Business, APJ, Dell

 “At Dell, we are committed to build teams that bring in the passion to deliver, delight our customers and pave the path for shared growth. Building a trusted brand like Dell that is sought out by consumers, partners and professionals is a daily objective, towards which we work. As a leading innovator in the personal computing space, Dell caters to the entire spectrum of consumers, from digital immigrants to digital natives. To serve this consumer base, we are delighted in bringing Raj Kumar Rishi to lead Dell CSB. Having earned the accolade of the ‘Most Trusted Brand’ as per TRA’s 'The Brand Trust Report, India Study 2019, we have a renewed responsibility towards our consumers. With Rishi’s leadership and a committed team to support him, Dell in India will continue to work towards becoming a brand of choice.”