Sen, Avijit

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Presentation title 1Avijit Sen n June 4, 2009Dell Inc. Global Consumer Services & Support, Process Engineering Site supervisor: Tomasz Wala, LFM ‘99Management Advisor: Dr. John StermanEngineering Advisor: Dr. Deborah NightingaleEnabling Lean Through Customer-Focused MetricsLFM 2009 Internship ProjectPresentation title 2Big Idean Re-cast Dell’s call center metrics in terms of LEAN metrics (value added vs. non-value added), project code name: CustFM– Customer Focused Metricsn Break away from an agent-facing measurement system and calculate metrics from the customer perspectiven Uncover blind spots in Dell’s contact-center performancePresentation title 3Context in 2008: Tumultuousn Dell still recovering from “Dell Hell” blog posts, and lawsuits about customer servicen Leadership Change: “Maniacal” focus on cost-cutting– Major layoffs in Consumer group– Project cancellations– Cancellation of Lean call center initiativen World’s largest Siebel ERP implementation underwayn Cannot reconcile two key objectives:– Customer Experience vs OpExPresentation title 4OTBOnlineEmailChatPhoneObjective: Reduce Cost of Expensive Support in All ChannelsPresentation title 5Key InsightDELL has no visibility into cost of supporting individual customersCustFM is an analytics framework that delivers this visibility• High resolution• Emphasizes OpEx reduction• Tracks with CEPresentation title 6CustFM Approach: Massive Data Integrationn 1 Entire Quarter of data (millions of records)– Consumer laptop and Desktop sales– Web, Email, Chat, Phone presence (all queues)SalesServiceTag809K computers762K customersDSN FailuresServiceTag (12%)147K customers176K searchesJournalServiceTag180K systems596K journalsOTBServiceTag(inactive)TelecomCTI(integrated)SurveyiPerception(requested)FinanceChannel CostsPresentation title 7Approach: Create Lean MetricsPresentation title 8Deliver: A Useable IT ProductPresentation title 9Shocking FindingsUnique Users1-67+Proportion of ContactsPresentation title 10Next Steps: Numerous Areas of ApplicationPeople• Metrics usable by several Dell departments, e.g., call center forecasting, service monetizationProcess• Call center CRM• Issue early-warning• Kaizen impact measurementTechnology• SQL Server• SAS• Siebel CRMProduct• CustFMdashboard• Customer satisfaction Cpk capabilityPresentation title 11Lean Metrics Approach Compatible with Dell Culturen Dell is driven by measurement.  Measure the right thing and people will do the right thing for the customer!Presentation title 12DELL 12AcknowledgmentsAmy Joseph*Aroon Jham*Ashwini Tank*Brian BarthBrian Swink*Chris HarkerCynthia Lux* David Bohl*Doug DriscollDustin Hindman*Edward Talley*Eric Erway*Eric Feller*Eric Wooten*Jacques Marshall*Jarod Petty*Jasper Horton*Jeremy Braden*John ColesJohn PhelpsJulio Arana*Kay Somers*Karen Hubner*Keisha Daruvala* Kristen Pine*Laura Bosworth*Lewis FontenotMarcia Strickler*Mike Diaz*Mike McAllister*Misun Choi*Nildip Ghosh* Prashant Gopi*Tamara PigeonTaz NzaraTravis Locklear*Victor Hansard*Vijay RanawatVishal Balasekar*Rabia Ezaj*Rob EverettRoger BjorkShannon MurraySteve CroceTim BrabhamTom Wala*John SpangenbergRay RomanJennifer FelchStephen CookAnnette ClaytonChris Cowger

Enabling Lean Through Customer-Focused Metrics

http://dspace.mit.edu/bitstream/1721.1/83532/1/rppt_090601_sen_for_lai_website.pdf

Enabling Lean Through Customer-Focused Metrics

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