sophisticated research made simple
HP INSTANT INK
CASE STUDY FOR QUALTRICS RESEARCH SUITE
Palo Alto, CA
hpinstantink.com
HP Instant Ink is part of the Personal
Printing and Supplies division of HP. HP
Instant Ink is an ink replacement service
designed to eliminate the two pain points
of printing – cost and convenience. With
the broadest technology portfolio
spanning printing, personal systems,
software, services and IT infrastructure, HP
delivers solutions for customers' most
complex challenges in every region of the
world.
“Qualtrics is a really easy
way to not only collect the
to turn that data into
actionable information.”
— Lauren Schmidt, Retention Marketing
Manager, HP Instant Ink
Challenges
• Lack of regular, automated survey process made identifying overall trends and
• Responses to customer concerns were reactive more than proactive
• Tracking and combining ad hoc survey results for various reports on NPS,
retention rates, and other metrics was a manual process
Solution
• Using Qualtrics Research Suite, an automated survey is triggered based on
• After one month of paid service, new customers are proactively approached
with a survey to acquire NPS data and other feedback that will assist in keeping
them subscribed to the service
• NPS passives and detractors are asked for suggested improvements to the
service and any issues are addressed to improve their experience
• NPS promoters are asked for testimonials to be used in marketing and are sent
special promotions
• HP can quickly log into Qualtrics anytime to get an easy read on customer
satisfaction
• Survey responses are pulled from Qualtrics weekly to analyze for improvement
and for follow-up if needed
Results
• Greater visibility into overall customer insights, such as the need to better
communicate ink delivery schedule to new customers
• Proactively reaching out to customers is helping maintain a best-in-class
retention rate and net promoter score
• Now able to identify customer advocates to help leverage with refer-a-friend
initiatives
• Automated process saving an average of 3 hours per week in manual labor
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