Bobbi Dangerfield joined the Dell Global Business Centre (DGBC) in Cyberjaya as managing director in May. With over two decades of experience, she aims to create a positive environment at DGBC and turn the centre into a high-value IT and services hub for the region. CHANDRA DEVI finds out more.

Q: You have been with Dell since 1999. What do you enjoy most throughout your tenure with the company?
A: I like the opportunity to work in different segments as it allows me to take up different roles.

I joined Dell as a director running IT operations with responsibilities encompassing network, desktop and server support such as helpdesk, systems operations, asset management and call centre technology services for Dell’s internal functions.

I also led the US consumer customer care organisation, US consumer call centre operations, customer experience, customer centricity, and global technology product management organisations at Dell.

Prior to coming to Malaysia, I was general manager for Dell El Salvador. I was responsible for leading customer technology support, and consumer sales and care for both the US and Latin America markets. At the same time, I was in charge of the only site supporting Spanish-speaking customers in the US.

I helped to create bonds between Dell and the Salvadoran government by increasing the education level of the population. I also supported the community involvement projects aimed at leaving a Dell legacy in El Salvador through improved health, environment and technology and English language education for the population.

Now, I have returned to my IT roots as managing director of DGBC.

Q: Can you describe your current scope of responsibilities?
A: I am responsible for translating the IT and services strategy and executing it at DGBC. Another set of responsibilities centres on the development and maintenance of organisational culture, values and reputation in our markets and with all staff, customers, suppliers, partners and regulatory or official bodies.

Additionally, I lead global applications support for Dell’s internally developed software.

Q: You have a vast experience in leading technology support and customer sales and care. What are your plans to improve Dell’s technical support services globally?
A: I aim to create an exemplary workforce within DGBC. I also aim to create an exceptional environment to work in and an organisation committed to social responsibility.

Besides setting the pace for job creation, I like to mentor and develop my workforce to be skilled IT and engineering personnel who are also outstanding individuals and leaders.

By focusing on my people and helping them unleash their potential, I believe this will naturally create a positively charged environment and socially responsible place to work in. With great people, this would translate into better customer service as well.

Q: What are among the key issues you want to address at DGBC?
A: DGBC spans 200,000 square feet and is able to accommodate 1,800 people. It is also a sister operation to a centre at the company’s global headquarters in Round Rock, Texas.

DGBC is important in providing worldwide IT support and maintenance for one of the world’s most IT-intense operations. We employ remote monitoring and resolution, engineering, database and applications support to assure customers and enable our business to function efficiently.

Apart from IT technical support, we function as the corporate headquarters for Dell in Malaysia. In the pipeline for DGBC is the Network Operations Centre.

I plan to grow DGBC as a high-value IT and services hub for the region. DGBC will also host the “software as a service” for global customers to offer them flexibility, value, configurability, access to innovation and control.

I believe the services industry is at a key inflection point. Dell will lead the transition to configurable managed services, giving customers access to the best innovations in the world through remote infrastructure management, “IT as a service” and “software as a service” offerings.