HP Inc. - Innovation in Customer Service Management, Planning & Practice
Name of Organization / Company: HP Inc., Bangalore, Karnataka, India
Category: Award for Innovation in Customer Service Management, Planning & Practice > Computer Industries
Entry Title: HP Customer Support Care Center – Improving customer experience by innovation
Essay
With the growing PC market in South Pacific & South East Asia regions, it was imperative to deliver the best in class support experience to stay competitive, ensure continued business and support the “Go-To Market” strategy.
In the last 3 years,HP has been reinventing its commercial and consumer products by the fusion of the physical and digital worlds.It was vital for Customer Support(CS) team to match the pace in building the brand and increase the customer loyalty index(sNPS) to support the market capture strategy.
During this period of reinvention, we realized our support Net Promoter Score(sNPS) was trending at 52% and not supporting the business plan. With the desire to ensure No Customer Left Behind we had to develop an operational model that would imbibe a keen sense of customer ownership and commitment.
A project team including the country operations,Care Center(CC), product category & marketing teams were formed, we identified the following opportunities to improve our customer support journey
• Ease of access
• Differentiated support experience based on customer skill
• Committed Callback at the right time
• End to end ownership
We defined a whole new ecosystem to establish CS as the key differentiator in the customer experience lifecycle. We started by conducting 360° empathy interviews with customers, partners and other cross functional teams fueled with some thoughtful market research. We reassessed every customer touch point in the support journey with HP.
As an outcome we began our journey by completely redesigning our Interactive Voice Recognition(IVR). We launched the Visual IVR to help our customers get easy and faster access to customer support. The customer gets to choose the preferred mode of support along with instant support using chatbot and quick tips on usage and maintenance of PC. With the introduction of this we experienced a 110% increase in self-help web options and chatbot usage.
We also integrated WhatsApp in CC to enhance the support. The ability to receive images, videos and error message screenshots instantly, gives an edge to this tool over more conventional channels and serves as an easy of mode of communication with the field and the care center teams. We followed the C4 model (Connect-Commit-Confirm-Closure) to keep customers/service technician informed on all transactional information.
With customers at the forefront of our decisions, we worked on an Effortless Experience model. A strategy to actively guide customers through an interaction designed to anticipate the emotional response and preemptively offer solutions that create a beneficial resolution outcome. We trained our agents to understand the skill level of customers’ basis the initial interaction on the call.
Knowing your customers is the key to giving them good service which in turn results into strong customer relationships. When you know the person you are talking to, it gets easier to connect, collaborate and resolve. Customer-360 was introduced in CC to help our agents know the customers and engage better. Agents had access to the customer history, product history and customer survey comments from their previous interactions. This helped to leverage the customer insights and tailor the current experience to address their queries.
To drive customer satisfaction efficiently and effectively we wanted more focus and rigor on call back Commitments. We launched the Ownership Command Center(OCC) to honor Customer’s expectations by proactively alerting agents on Service Levels.
The intent of OCC was to provide real time dashboard and alert to the agent. OCC is a predictive model on the callback slots and provides an Early Warning, Alert Mechanism and live feedback to agents. This helped us to drive the commitments from 35% in Mar’18 to 86% in Jan’19.
With the impetus on enhanced customer experience we improved our sNPS from 52% to 71%. This change was also appreciated by our customers, partners and CC agents.
LINKS:
URL 1: http://supportvideos.ext.hp.com/detail/video/5849729390001/introducing-hp-support-on-whatsapp
RL 2: https://goldenpeacockaward.com/innovation-management-award-gpima.html
URL 3: https://customerexperienceasia.iqpc.sg/2018-award-winners