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1、Grade and Class: Business management（4） Student ID :Submission day: Table of ContentsI. Introduction 1II. Development of the Dells Customer Care Strategy.22.1 Introduction of Dells CCS 22.2 How Dell design and implement its CCS 2.3III. Establishment of the Dells Customer Care standards. 43.1.The pro

2、cess of designing customer care standard.43.2Examples of customer care standard in Dell.5IV. The research of Dells Qualitative and Quantitative customer feedback 4.1 Research planning.6 4.2Researchoutcomes.6V. The continuous review and improvement of Dells customer care 7VI. Conclusion and Suggestio

3、n 8VII. Reference10Reference.11VIII. Appendix 12Figure I. Sample of questionnaire .12Figure II. Questionnaire outcomes. 13Figure III. Observation outcomes14FigureIV. Customer feedbacks.151. IntroductionThis article focused on analyzing Dells customer service strategy. In a general way, Customer serv

4、ice can be divided into the macroscopic and microscopic customer service customer service, this article only research macro customer service. And macroscopic can be divided into the Customer service strategy, customer service standards, Customer service feedback collection, Customers Reviews. This a

5、rticle will analyzing Dells macroscopic service and give reasonable suggestion.2. Development of the Dells Customer Care Strategy2.1 Introduction of Dells CCSWorlds leading IT products and services, Dell is committed to listening to customer needs, providing customers the trust and innovative techno

6、logy and services. Uniquely enabled by its direct business model, Dell sells more systems globally than any computer company, and therefore in the Fortune 500 and No. 25. Dell has been able to consolidate its market leading position because of its consistent adherence to standards-based direct sales

7、 calculation products and services, and provide the best customer experience. In the past four quarters, the companys turnover reached$ 57.4 billion. Dell is currently around 75,100 employees worldwide.Headquartered in Austin, Texas （Austin） in 1984, Dell, Dell was founded by MichaelDell. He is curr

8、ently the computer industrys longest-serving chief executive. His philosophy is simple: create a computer in accordance with customer requirements, shipped directly to customers, Dell can make the most effective and clear understanding of customer needs, and then respond quickly. This direct busines

9、s model eliminates the middlemen, thus reducing unnecessary costs and time, allowing Dell to better understand customer needs. The direct model allows Dell to order a competitive price, for every consumer to customize and provide a rich powerful configuration system. An average of four days by the i

10、nventory update, Dell related to the latest technology to consumers, but also much faster than those running slow, take distribution model companies.2.2 How Dells design and implement its CCSAccording to the MichaelDell theory , Dell companys CCS can be divided into the follow nine design flow:1. De

11、velopment and evaluation of business strategy 2. Key determinations of customer care strategy 3.Creation of Creativities 4.Evaluation and development of creativities 5.Feability and Profit Assessment6. Clear roles and responsibilities 7.Implementation Test 8. Commercialisation 9.Evaluation and Doubl

12、e-loop learning. And the company also need some limited. We can called it three limitations of process. For example,1.It will stop if any step not satisfacied . 2. It will stop if not pass the evaluation in any steps with marks 3. Any step or steps will be reprocessed untill satisfied if required.3.

13、 Establishment of the Dells Customer Care standards3.1.The process of designing customer care standardThe Dell company use the following nine methods to designing customer care standard. Such as, 1.Recognise existing and expected contecting points from service map2.Transfer expectation to action3.Ch

14、oose appropriate action for standard4.Set soft or hard standard5.Design reflection system for both soft and hard standard6.Set hard indication and soft objective7.Evaluate standard by indication and objective8.Offer outcome of appriasal for staff9.Evolve indication and objective.3.2Examples of custo

15、mer care standard in Dell.Dell company according the customer, staff, environment ,social, suppliers, distributers to divided the customer service terms. Specific customer service standards see the table below. 1. Dell routes technical support queries according to component-type and to the level of

16、support purchased.2. Dell Inc brands its service agreements at five levels for their business customers, which are basic support provides business-hours telephone support and next business-day on-site support3. silver support provides 247 telephone support and 4-hour on-site support after telephone-

17、based troubleshooting4. gold support provides additional benefits over and above Silver support, including: customer-declared severity5. priority access to support; expedited escalation of support; 4-hour on-site support in parallel with telephone-support6. platinum Plus support provides additional

18、benefits to Gold Support, including: performance benchmarking, real-time tracking, custom planning and reporting and a dedicated technical account-manager7. 2-hour on-site support, offered in some cities: mostly limited to major metropolitan areas8. within the specified time, company commitment to r

19、esolve customer complaints and comments.9. In Dell, it is ruled that Terms of Employment must clear and fair, safe and healthy working condition they should have, try their best to have an equitable pay system and dell organizations commitment to equal treatment of all current and potential employee

20、s of diversity.10. At Dell, environmental responsibility is being embraced throughout the company. In fact, we aspire to be the greenest technology company on the planet. Thats why its a central part of Dell commitment to continuously improve their business to help protect the environment while maki

21、ng it easier for customers to acquire, own and retire their computers responsibility11. Dell in accordance with uniform standards to provide payment for suppliar, like Dell have to ensure that suppliers and contractors have procedures for payment according to the agreement. Company shall not give ri

22、se bribery and bribery, so that company have to ensure there are no suppliers and contractors on bribery and bribery of the program12. Dell company encourage the suppliar and contractor to implement the necessary business practices, which can let suppliar and contractor to gain the knowledge of safe

23、ty training and practice. 13. The community standard of Dell are quit simple. Dell company point out that this standard must promote community standard of living and business environment, and they should have sufficient sensitivity in local cultural, social patterns and the demand of economic struct

24、ures14. Employees of non-discrimination, disability, color, race, gender, sexual orientation, age, religion, politics and other personal characteristics.15 Dell also encourage employees in their career advances and it is not allowed that employees are harassed and bullied both in physicial and menta

25、l.4. The research of Dells Qualitative and Quantitative customer feedback4.1Research planningDell company use qualitative the sum total of the amount to analyze the customer feedback . The qualitative research focuses on words and observations to find out reality, and attempts to describe people in

26、natural situations. And its function is set or create hypothesis and in-depth research . The quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts. And its function is test hypothesis and lead qualitative research.

27、 If Dell company choose qualitative research, the best way is using questionnaire survey .And if Dell company choose quantitative research must be choose the argument methods4.2Research outcomesWhen a customer into Dell company, then choose product and type , then according the Dells staffs introduc

28、tion, to detailed information and animation display and form the product configuration table to configuration personalized models, then view the shopping cart and order submission. Finally, Dell company according the customer order to process the order and distribute the product.（The graph can be se

29、en in figure 2） For the company, these methods can help them to find problems, it also can improve their inadequate and even change for it. Through the research the company collection some valuable information, in order to meet customer requirements, Dell Company made a series of changes. For exampl

30、e, constantly upgrading its website to meet customer needs, design new fashion of the computer to bring more customer and to improve the quality of computers and laptops to increase customer satisfaction. They used collecting market data, to change the operational side of road that investment in the

31、 computer market and some business hardware development. So, they receive a great deal of market and become the dominant force.（The questionnaire can be seen in figure 1）5. The continuous review and improvement of Dells customer careA companys customer care strategy can be reviewed by:1.Comparing to customer feedback analysis.2.Third Party Assessment. 3.Benching-marking. As the worlds largest PCs seller, De