With more than 30 million customer interactions across phone, chat and social media, HP?s customer-support team strives to not only keep up, but find new ways to improve customer experience.
Global director of social customer care Kriti Kapoor recently shared with me advances HP has made to evolve its customer-support efforts to better serve a large, diverse and global installed base of customers.
Build a thriving community of customers, superfans and social care agents
After taking a look at its online mentions back in 2008, HP recognized the opportunity to create its own technical-support community–one that unites and customers around the world. The company noticed that many of its customers were going to places like Yahoo Answers, Fixya, Baidu Zhidao in China, ReclameAQUI in Brazil and other message boards to ask technical questions, seek help and provide feedback about HP products. So instead of having people trawl the internet trying to find information, HP created HP Support Forums–an online HP-branded and managed community where customers help each other, find solutions to common issues and ask experts (HP superfans) for help for their trickiest tech queries.
Plus, HP?s social agents jump in to the rescue to ensure that they leave no customers behind in their support experience.

Meet customers where they are
There?s never been a better time for brands to leverage the reach of social media networks and messaging application platforms. Kapoor said brands...