Cover Story: HP's Email at Work
Recipients register for these Support Alerts—they opt-in and profile their HP products in a preference center—to have product news and updates for their specific products pushed to them. For many users, especially IT managers responsible for keeping many devices running and up-to-date, Nielson says the service is a lifesaver.
"The kind of content we're sending out is really across all HP products," explains Hansen. "So really, everybody should have this one profile that they just maintain, and through this program we send any support that they're going to get for their HP products. They would receive customer advisories, driver downloads, bulletins, bios, product change notifications and so forth."
Support Alerts is highly customized to each recipient, allowing them to set the frequency of products to be supported. "They tell us how often they want to receive it," says Hansen. "If they want it on a monthly basis, we'll just aggregate everything for their set of products and send it at once. We'll also do it weekly, or as quickly as available—there are some IT managers tracking 50 products for their companies, and they want it immediately to act on it—and we'll tell them which [alerts] are critical, and which are routine notifications."
The primary goal of the program is to save costs on support. "If we can help customers find the answers themselves and stay ahead of any issues they might encounter," says Hansen, "total customer experience is going to be better and their satisfaction's going to be better. We're going to avoid calls to our call centers, which is going to save us some money."
Support Alerts has become HP's highest performing email program, with open rates around 20 percent. "Because we know what products they have and this communication is so relevant," says Hansen, "it performs better than any of our other communications." Recipients see Support Alerts as a value-added service. "It's a high customer satisfaction program," says Nielson. "They like to see that in their inboxes—particularly IT managers."