The Campaign

What people say about you and what you say about yourself are ideas that have become increasingly entrenched in the modern corporate world. How people experience your product and how you perceive people experience your product are too. With the popularity of social media, services are now dissected every moment of every day. Putting the customer at the heart of what you do is essential. The 15th March is Consumer Rights Protection Day in in China, where the media encourages people to air their frustration about bad corporate practices they have experienced. In 2010 HP were on the receiving end of a significant amount of negative feedback from its customer base concerning both its products and, more worryingly, its customer service reputation. In 2012 HP established a unified printing and personal system (PPS) and implemented a series of strategies to achieve the perfect customer service system. New Quality and Service System is an important aspect of these strategies. Within this new system, HP was trying to bring services of printer and PC together, this integration would help ensure what they believed they were – the best customer service within the industry. With the cooperation of FleishmanHillard, HP developed a campaign focused upon an experienced based conference, aiming to bring the two personalized services to key stakeholders. Working with industry associations, KOL and media, HP earned endorsements for its new system and a better environment to actively respond to any negativity in 2013.

The Brief

1.Build HP PPS leadership on branding of service and quality control through communication to target audience 2.Improve HP’s image and standing prior to the Consumer Rights Protection Day in 2013. 3.Build greater customers and partner confidence and improve HP’s image 4.Increase service awareness among HP’s sales team, drive teams to win deals, and support promotions to increase sales

Results

Whilst corporate reputation lives and dies by the experience of the customer, it is also true that if you are not shaping your own narrative then people will do it for you whether it is positive or negative. We worked with HP to ensure that they were now using their new customer service structure to shape their corporate narrative positively in the void that had been created post-2010. At the launch of the Total Care Service campaign we arranged a conference to leverage key influencers opinions. Setting out clearly what had changed about HP’s customer service we saw a positive response of 277 positive reports and an increase of media interview requests on the back of the conference. Importantly, because of the positivity that surrounded the campaign within all aspects of the media, HP was awarded the CECC “2012 Annual Consumer Electronics Industry Customer Service Satisfaction” Award.

Execution

Pre-Launch •Take the initiative to conduct customer research with CCID during a month-and-a-half period both online and offline in order to understand the situation of HP service and quality. •Consolidate relationships with opinion leaders, media, and industry associations. Take initiative to make visits with industry associations for support and opinion leaders and media to earn endorsement. •Actively compete for industry awards such as "Seventh National Consumer Electronics Industry Competition" organized by China Electronic Chamber of Commerce Launch •Experience-based conference to launch HP's New Quality and Service System •Site selection: HP Total Care Center at an IT mall---the best place for the media to experience HP’s service •Activity: conference (HP employees introduce); interviews; live broadcast by Weibo. Post-Launch •Multi-angle discussion and interaction with new media and KOL •Concentration of media exposure in short time to create momentum •Continuous and multi-angle interpretation by professional media

The Situation

Whilst HP has often been regarded as setting the industry standard for its products, this has not always been conveyed successfully to the Chinese consumer. China is increasingly embodied by two-way communication between product and customer, where service and quality are often the by-words for success. Ensuring that what you say about yourself and what your customers perceive has to match. HP established a unified Printing and Personal System (PPS) in 2012, and within this a New Quality and Service System which would allow them to respond to consumer’s needs more effectively.

The Strategy

1.Bring HP's new quality and service system center stage by creating an experience-based news conference, a public reveal of its strategy and a focus on strengths to engage participants with the advantages of the new HP system. 2.Engage influencers and key opinion leaders to shape opinions and earn endorsements for HP’s New Quality and Service System. Create a better environment for discussion and actively respond to 315. 3.The improved internal quality and service system of PPS HP will establish a comprehensive training mechanism. Departments will be able to work together to reach the standards of New Quality and Service System and utilize the system to maximize the benefits to users.