HP Inc has implemented a mandatory 15-minute wait time for consumer PC and print customers calling their support centers across several European countries, a controversial move aimed at pushing customers toward digital support channels.
HP Implements Strategy to Push Customers Away From Phone Support
According to internal communications obtained by The Register, the policy took effect on Tuesday, February 18, initially targeting customers in the UK, Ireland, France, Germany, and Italy, with potential plans to expand to additional regions.
The new protocol involves playing recorded messages at the beginning of support calls, informing customers of “longer waiting times” and suggesting they visit HP’s website or virtual assistant for faster resolution. The message explicitly states that the next available representative will be with them “in about 15 minutes,” regardless of actual staffing levels or call volume.
During the wait period, callers are reminded at the fifth, tenth, and thirteenth minute that they can seek alternative support methods online. The company’s internal documents make it clear that this is a deliberate strategy, not a response to genuine staffing shortages.
HP’s stated objectives for this measure include “encouraging more digital adoption by nudging customers to go online to self-solve” and “taking decisive short-term action to generate warranty cost efficiencies.” The company is tracking metrics weekly, including how many callers abandon phone support in favor of online channels.
This approach has reportedly caused dissatisfaction among HP’s European staff. An insider revealed to The Register that “many within HP are pretty unhappy [about] the measures being taken and the fact those making decisions don’t have to deal with the customers who their decisions impact.”
The strategy reflects a growing trend among technology companies to reduce costs by minimizing human-customer support interaction. By artificially creating a frustrating phone experience, HP appears to be attempting to shift support traffic to potentially less expensive digital channels.
HP Streamlines Support, Emphasizing Digital Channels
For many customers, particularly those who are less tech-savvy or facing complex issues that automated systems struggle to address, this change could present significant barriers to receiving adequate support. While digital self-service options can be efficient for straightforward problems, they often fall short when dealing with nuanced technical issues that require human expertise.
This move comes at a time when customer service quality matters more in terms of brand loyalty. Research consistently shows that good support experiences have a significant impact on customer retention and brand reputation, bringing into question the long-term wisdom of deliberately diminishing the support experience.
Industry insiders say that doing so can backfire if other companies establish themselves as more consumer-friendly alternatives. The plan also risks spoiling HP’s brand in the minds of consumers willing to pay more for better goods.
Since HP monitors customer satisfaction rates, the actual impact of this policy will become evident in the coming months when customers will begin to feel these intentional delays.
For context, The Register reported that HMRC, the UK tax authority, left callers in total on hold for 798 years between the period up to March 2023, so HP’s 15-minute hold might appear quite modest to some angry consumers already used to being let down by poor customer service from other institutions.
