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What You Can Learn From Listening To Customers

Dell to Stop Using Tech Support in India. AUSTIN, Texas (AP) -- After an onslaught of complaints, direct sales computer king Dell Inc. has stopped routing corporate customers to a technical support call center in Bangalore, India. [New York Times: Business]

I'm so happy to hear Dell Inc (DELL) has stopped using overseas technical support at the request of their customers. This after I spent over 2 1/2 hours on a technical support call, passed through 5 representatives, only to be told I needed additional information to obtain support. It's good to see Dell is monitoring customer concerns, because I wouldn't wish that experience on anyone.

Tempted to write a long weblog entry on how they could improve this aspect of interacting with their company, I refrained. The hold recordings kept telling me to go on-line, but I had already been there. Each message increased my irritation with the whole experience. It would have been great if after I entered my system ID they adjusted this message based on my other interactions.

While I didn't complain (bought parts via third-party and fixed the laptop myself), if I didn't have a headset and filling to do, it would have been time wasted. You must listen to your customers, even contact them after they interact with your organization. It's possible the things you are doing today are probably just those things that are harming customer relationships.

/ customer-service | interaction-points /

By Justin Hitt at November 26, 2003 12:02 AM  Subscribe in a reader


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