Dell scrambling to raise bar on customer service
Jul. 22, 2006. 09:08 AM
ELLEN ROSEMAN
Dell Inc., the world's largest computer manufacturer, bypasses stores and sells computers by telephone or on the Internet.
While known for good quality and low prices, Dell falls short on customer service in some cases.
However, the company is quick to respond to the media when mistakes are brought to its attention.
Jean Weiland bought a Dell notebook last January.
She wanted one set up for wireless Internet, so she could take her computer out to the patio.
In May, she called Dell's technical support to help with her router. She found, to her surprise, that she needed a high-speed Internet connection.
Weiland has a light-speed connection through cable.
Her Internet service provider would charge her an extra $16 a month for high-speed service.
"The salesman never told me this during the process of ordering this computer," she told me.
"The machine is my toy. I open the system perhaps two or three times a week. I don't believe it's worth the extra money for the amount of time I use it. Besides, I really can't afford it."
She called Dell's customer service and asked for a full refund. She spoke to several people, but got nowhere.
"There was not a maybe on my request, just a no. Three months had gone by and, no matter what the circumstances, it was past the time for return."
As a goodwill gesture, Dell sent her a single black ink cartridge. That was clearly not enough.
"I could have bought a cheaper computer without wireless — which I don't have anyway."
Wendy Gottsegen, a spokeswoman for Dell Canada, said a wireless connection should work with ordinary cable.
"I'm working off a cable-driven wireless router as we speak," she told me. (Gottsegen had just left Toronto for her office in Round Rock, Texas.)
She sent a Dell technician to the customer's house in Mount Hope, Ont.
As a result, Weiland's computer is now set up for wireless Internet — with no need for high-speed service.
Frank Whibley bought his Dell computer in April.
The advertised price was about $500, but he paid extra for a flat screen.
"Half an hour later, I was looking at the Golf Channel and saw the same computer with a flat screen for the same money," he says.
Whibley spoke with a Dell call centre in India when ordering the computer. He called back right away, but couldn't reach the same person.
When the computer arrived at his home, he found his name and address were badly misspelled. Only the postal code was correct.
He called Dell several times to get a credit for the price difference. He also wrote a letter, but had no response.
"The computer is fine," he says. "I have another laptop that cost me eight times as much as the Dell and isn't as good. But how about playing fair with the customer?
"If you can help out this old golf professional, I would surely appreciate it. I don't like to be shafted," said Whibley, who owns and operates the Orillia Golf and Country Club, north of Toronto.
The TV commercial he saw didn't apply to his system, Gottsegen told us.
She sent Whibley a copy of the ad in the mail and he agreed he had misinterpreted it.
"However, he was eligible for free shipping — and we had missed it on his invoice. We're sending him a refund for that," she added.
What about the perception that Dell's service has slipped?
"We have acknowledged that our service and support for consumer customers did not keep pace with the rapid growth of that market two years ago," Gottsegen replied.
The company plans to hire 8,000 new agents over three years and give extra training to current agents.
"Dell is committed to regaining its leadership position in consumer service and support around the world," she said.
As for the call centres in India, Gottsegen said they're here to stay.
"Since we launched consumer support in India, we have never stopped it," she said.
"In fact, we have greatly expanded it now that it is fully ramped up and we've implemented a very successful model."
"We go where the talent is. Our search for technical proficiency in support agents has also brought us to Canada, Panama, El Salvador, the Philippines, Oklahoma City and Nashville in the last couple of years."
Outsourcing to call centres outside North America is a growing trend. As The New York Times columnist Thomas Friedman says, it's a flat world.
Let's hope companies such as Dell keep investing in training to make the customer experience as seamless as possible.
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