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Technology Retail in the US

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Dell overall Effort Score
Black Star 1

61

VS

Black Star 2

59

last Quarter

Sector Effort Score benchmark
Black Star 3

62

VS

Black Star 4

60

last Quarter

Brand analysis

Last wave, we reported Dell had posted an all-time high score in the Technology Retail in the US table. This wave it’s done it again, adding +2 wave on wave.

At 61, the brand now sits at joint fifth alongside Walmart and Target.

We’ve seen strong performance for Dell across all four pillars, too. Knowledge & Expertise is up by +3, Speed of Resolving Problems is up by +2 and Style of Communication by +1. Valuing the Customer is where the best performance can be seen, though – up by +4 on its Q2 2025 score.

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Style of Communication
63

vs

62

last quarter

49% say the politeness of their customer service agents is 'excellent'

45% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
61

vs

58

last quarter

46% rate the expertise of the customer service agent as 'excellent'

49% say the way details were clearly explained to them was 'excellent'

46% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Valuing the Customer
64

vs

60

last quarter

47% rate this brand as 'excellent' for how they made them feel valued/important as a customer

46% say the range of solutions or options that were suitable was "excellent"

60% say they were 'very satisfied' with the outcome of their communication or contact

 
Speed of Resolving Problems
58

vs

56

last quarter

43% rate how easy it was to find the information they wanted on the website/app as 'excellent'

43% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

53% say they made it ‘very easy’ to achieve what they set out to do