Brand analysis
After Dell started 2025 in its best ever position, adding a huge +6 points in Q1 2025, its growth has now slowed.
Dell adds a more modest +1 points to its Overall Effort Score this wave, retaining sixth position.
Looking at the component pillars, we’d urge Dell to focus on the one pillar that hasn’t grown wave on wave. Knowledge & Expertise remains at 60, with 45% of UK customers rating how well the customer service agent understood their particular problem or question as 'good’.
More positive stories can be found in the other three pillars. Style of Communication and Speed of Resolving Problems are up +1 wave on wave, while Valuing the Customer has increased by +3.