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Enhancing CX for a Global Leader in Personal Care

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A global manufacturer of absorbent hygiene products (AHP) for elderly care required a support partner who could provide empathetic and efficient service to a sensitive, non-tech-savvy customer base.

Their customers, primarily elderly individuals and their caregivers, needed clear and patient assistance with subscription, account, and product-related questions.

They sought a partner to deliver best-in-class support and demonstrate clear operational improvements and ROI.

Designing a More Empathetic and Efficient Support System

Our client needed a complete overhaul of their support operations.

They came to us from another vendor where the existing telephony setup lacked flexibility and self-service, impacting CX and increasing friction. The incumbent agents required more effort to resolve customer issues, leading to long average handle time (AHT) and an abandoned call rate of 40%.

The client also wanted better data visibility to understand trends and call drivers, especially for repeat callers who might be dealing with conditions like dementia or Alzheimer’s.

SupportNinja set out to design and implement a comprehensive solution focused on improving both customer support workflows and the customer journey. Our strategy included:

Migration to a Modern Platform — SupportNinja was integral in migrating the client’s support from the previous platform to Zendesk Talk, enabling modern, scalable support.

Custom Interactive Voice Response (IVR) — To reduce abandoned call rates, we designed and deployed a system with options for callbacks during long waits, the ability to remain on the line, or an option to leave a voicemail.

Structured Workflows — We established clear processes for handling common inquiries like subscription changes and account updates. We also created a dedicated workflow for logging product complaints and suggestions, which are shared with the client for continuous improvement.

A New Tagging System — We created a tagging system within Zendesk to identify patterns in customer issues, which helped improve first call resolution (FCR) and provided deeper insights into customer needs.

A Robust Knowledge Base — Our team regularly updated the client’s knowledge base to ensure agents had access to accurate information, enabling them to provide empathetic and correct answers.

Comprehensive Dashboards — We built dashboards and reporting tools to track key KPIs (AHT, FCR, repeat customers, and call drivers) for actionable insights to product teams.

The Impact of a Customer-Centric Support Model

By focusing on the specific needs of the client’s sensitive customer base, we transformed their support function from a cost center into a value driver. Results included:

Improved Customer Experience

The custom IVR and callback features significantly reduced customer frustration and effort, leading to a more positive and accessible support journey.

Performance Improvements

We reduced the abandoned call rate from 40% to just 10% and lowered AHT from 8 minutes to between 5–6 minutes.

Enhanced Data Visibility

New dashboards and tagging systems provided critical insights into call drivers and repeat caller trends, which were especially valuable for supporting customers with cognitive challenges.

Stronger Support ROI

By improving agent productivity and FCR, we delivered a stronger return on investment for the client’s support operation.

Delivering ROI with Tailored Customer Support

The best CX outsourcing partnerships are built on a deep understanding of your customers.

When you need to provide exceptional support for a specialized audience, SupportNinja will help you build a system that serves your customers, empowers your team with efficient processes, and delivers tangible, sustainable value for your business.

Ready for a seamless customer support solution that’s tailored to your audience? Let’s talk.

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SupportNinja in the News

Recent news articles & press releases

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SupportNinja recognized on the Inc. 5000 for the fourth consecutive year

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For the 3rd time, Ninja Partners Inc. appears on the Inc. 5000, ranking no. 1214 with three-year revenue growth of 399%

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BPO company, SupportNinja, signs investment deal with BVIP

February 8, 2021

Repeat honoree: #691 on the Inc. 5000

August 26, 2020

#1 tech company in Austin on the Inc. 5,000? Look no further!

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