PC giant Dell is stepping up its customer services in the Middle East, investing US$5million in a regional support centre in Jebel Ali, Dubai, it said this week.
The facility will be linked to Dell's logistical support network in Europe and will support smaller in-country centres in Riyadh, Jeddah, Oman, Bahrain, Egypt and Turkey.
Dell will use the logistics and spare parts facility to offer a range of premium services to regional customers, Nicky Hartery, Dell EMEA vice president of manufacturing and business operations, told IT Weekly .
Hartery said the aim of setting up the centre was to provide "services that are equal to the services that we provide to our customers in Europe".
"Where we would have Dell services really strong in Europe and really not emerged in countries such as the Middle East, that has all been rolled out now," Hartery commented.
Hartery said Dell would continue to work closely with its partners, Emirates Computers and Key Information Technology, in providing services, but said the firm would now be able to engage more directly with large business customers in the region.
The investment is part of a wider US$200million spend that Dell has committed to globally as part of its Dell 2.0 initiative, which the firm launched last year, Hartery said.
The Jebel Ali facility will be linked to Dell's wider network of enterprise support centres, located globally. Customers will be able to select from a range of service levels, with the Platinum Plus customers offered a designated technical account manager, onsite rapid response and escalation management services.