In a chat with VARINDIA, Raj Kumar Rishi, Managing Director, Consumer & Small Business – India, Dell discusses about the focus areas of the company, technological development, consumer and market segmentation and focus on Tier 3 and 4 cities

Key Focus areas

The key focus area of Dell is customer and partner delight. It aims to provide the best customer experience along with partner delight. To provide best customer experience, Dell is focusing on purposeful innovation in line with customer needs. 

“We are continuously focusing on customer and partner delight which means to provide best in class customer experience supported by best in class partner experience. Customer experience basically flows from technical and purposeful innovation, how we are making sure that we innovate in line with our customer’s needs. Then having a go to market strategy which makes it extremely accessible for our consumers to buy our products, use them and get them serviced,” states Raj Kumar Rishi, Managing Director, Consumer & Small Business – India, Dell. 

Dell also focuses on its support experience of its customers. Elaborating on the same he says, “We have Premium Support which proactively detects the upcoming device issues like if something goes wrong with hard disc, it proactively detects that. Then in terms of go to market experience, today’s consumers who like to buy online as well as offline, they like to research the product online and then go and buy offline. So we have provided omni-channel experience so that they can walk into to our exclusive stores and buy products which are there or buy products which are available online on Dell store and devices can be ordered there at the store. So this makes everything extremely accessible and easy for our consumers,” says Rishi.

Dell is considered to be a predictable partner in the channel ecosystem. So all the initiatives of that it takes regarding its partners, Dell keeps it in focus that partners can spend more time in engaging with customers.   

“The other focus is partner delight. Dell is considered as a predictable partner. So the way we structure, define our programs, policies, working capital engagement for partners, everything that we do is to make sure that the partners are able to spent more time in engaging with the consumers rather than spending time or engaging with the company. We are using a lot of technology tools along with the channel strategy that are in line,” says claims Rishi.

Technology development

Dell has always remain at the forefront of technological innovation. It has come up with various technologies like infinity edge display, Eyesafe technology etc. It has also evolved its gaming products. Continuing on the same, Rishi explains, “Over the last many decades we have been at the forefront of technology development, there is a huge amount of focus on the design of the products such as infinity edge display, Eyesafe technology which makes the entire viewing experience much more friendly and safe for the eye. In terms of gaming products, we have a modular device that we have come up with, we have game shift technology. The XPS which is Dell’s flagship product is the most powerful and good looking device in the laptop segment. The 7000 series that we have is as lite as any other device and gives the right performance.”