A Unified Support Experience, Inside and Out
Known for its commitment to ambitious innovation and a human-centered approach to home appliances manufacturing, Fisher & Paykel recently went through a rapid expansion of global operations. Of course, with growth comes growing pains, and the company’s expansion was accompanied by noticeable customer support challenges, both internal and external.
Internally, the company call center was receiving high call volume without the adequate, discoverable content needed to resolve these issues over the phone. As a result, simple issues were frequently misdiagnosed by support agents, who in turn sent field technicians on costly field calls that were largely unnecessary.
Primary internal challenges:
- High call volume for common issues
- Unnecessary (and costly) field service calls
- Inconsistent sources of information
Externally, the company’s reliance on PDF versions of user guides made it difficult for customers to find answers. Because customers could not find the right content via Google Search, or the content they did find wasn’t optimized for their devices, many would turn to third-party websites, thus diminishing Fisher & Paykel’s domain authority. Worse still, even customers who attempted self-service ended up calling in for support.
Primary external challenges:
- Difficulty searching and finding content
- Limited self-service resources
- Outdated documentation
As Fisher & Paykel’s Customer Experience Improvement Lead, Dionne Strickland was tasked with improving this experience by selecting and implementing a new content management and delivery system. Three months after implementing MindTouch, Strickland noticed positive trends in customer experience KPIs—internally and externally—indicating a vastly improved post-sale customer experience.
Organic Search Traffic
Average Time on Site
Overall, Strickland has seen a considerable increase in the overall quality of customer engagement: double the visitors to the Fisher & Paykel success center; six times the average time spent on site; and a 50% decrease in bounce rate. Now that support content is structured, tagged, and easy to find, sixty percent of inbound traffic to the Fisher & Paykel self-service site now comes from organic search. Not only are more customers finding authoritative product documentation via Google Search, but Fisher & Paykel has retaken ownership of keyword searches that used to take its customers to third-party sites.
These outcomes have led to a reduction in additional tickets from customers who now self-solve instead, a key internal challenge that faced Strickland prior to implementing MindTouch. Ultimately, MindTouch helped Strickland deliver the seamless and consistent support experience that she and her team envisioned at the outset of this project.