Until a complication occurs that personally affects one’s daily routine, like a global automobile shortage, most of the world never thinks about microchips. Almost always taken for granted, they lie at the heart of everything we do and every product we use, from an MRI machine to your toothbrush. Not much bigger than a fingernail, they look small and insignificant, but they are intricate components, and consequently, they generate a lot of questions.
Today, Harte Hanks is the first line of defense for all customer support for one of the world’s major microelectronic manufacturers. While we do address routine inquiries regarding issues such as late deliveries, inventory and general information, most customer interactions are highly technical and specialized, requiring in-depth knowledge of electrical engineering and integrated circuit design. The competencies needed to resolve these technical issues require a much higher level of training and expertise. Today, Harte Hanks resolves 80% of all engagements without escalating them — but it wasn’t always like that.
Prior to Harte Hanks’ customer support involvement, our client’s organization was brimming with some of the world’s most credentialed scientists and engineers. Their knowledge and capabilities in the semi-conductor space were second to none, but as adept as the company was at designing and manufacturing chips, their customer support was basically non-existent. Customer requests would come in and be shuffled through the staff engineers, and the backlog swelled like water behind a dam.