Huawei
Defining best in class customer service
The brief
Huawei commissioned a bespoke research project to understand overall customer satisfaction levels and requirements across key customer journeys and touchpoints. They were keen to identify the areas where they were strong and weak (based on customer’s expectations), overlaid with which touchpoints are important to customers in each journey, allowing prioritization and focus of efforts.
Insights
Huawei commissioned a bespoke research project to understand overall customer satisfaction levels and requirements across key customer journeys and touchpoints.
They were keen to identify the areas where they were strong and weak (based on customer’s expectations), overlaid with which touchpoints are important to customers in each journey, allowing prioritization and focus of efforts.
81% of consumers say they’ve become increasingly concerned with how companies are using their personal information.
Methodology
Interviews with 8 key stakeholders at Huawei covering perceived strengths and weaknesses of the brand, pain points and areas of improvement in the customer journey.
In-depth exploration of purchase journey with recent mobile phone purchasers, followed by a store visit to two or more mobile phone shops to review in-store experience.
Quantifying the purchase journey including brand consideration, channels, and messaging.
The results
Our research allowed us to define three key recommendations to implement and deliver the best-in-class customer experience in this sector. We were able to define rich information regarding customer behaviour and attitudes and establish a strategy which would address these actions.
