Case Study

HGS and CPG Leader Achieve the CX WOW Factor



With a company mission to make a difference in people’s lives through nutrition, a global CPG leader required a specialist partner to provide such a big brand promise at scale. Ultimately, this industry major wanted to find better ways to support customers, gather insight and feedback, promote healthy living, and increase positive word-of-mouth, one customer at a time.

Before HGS, this company operated its in-house contact centre in a siloed manner, with one part-time midwife on hand, and employees pulled from other departments, when needed. The contact centre only offered phone and email support to consumers. In 2014, the client engaged HGS to provide a 24/7, omnichannel, modern customer experience to represent the brand and meet the expectations set by consumers today. It was the first time the client had outsourced its customer experience, and a new way of spreading brand awareness and helping consumers was born. 

From day one of the partnership, HGS set the tone for partnership alignment and service excellence through a unique combination of clinical skills and customer care expertise. HGS started by creating a new centralised, customer experience-focused team of midwives, nutritionists, and health care professionals to offer the level of care required. The team are certified by World Health Organisation and NHS Guidelines, comprising 30 FTEs from HGS’s CX Centre of Excellence in Chiswick, London.

Next, HGS developed and delivered a training program with the client. The objective was to maximise the skillset of our new front-line team, whilst transforming their passion for helping parents and babies, into the specialist skillset required to deliver exceptional customer care in a contact centre environment. It was also essential that the team were fully trained on various technologies and contact channels, so that no matter on the communication channel of preference, the team would be blended and able to deliver a truly omnichannel experience (an experience that has been recognised with awards).

Even beyond this, HGS has bolstered traditional email and voice channels with new channels that customer asked for, including Chat and WhatsApp support. In fact, WhatsApp now accounts for more than 60% of  all contact, which is industry leading.


How We Do It

WhatsApp Solution

With a base of customers who have busy lives, we quickly found that phone conversations would get interrupted or cut short, due to the demand of young babies. We needed an effortless solution where conversations could stop/start, ensuring consumer got the right answers, when they need them.

In 2016, HGS and this client partner jointly hosted a quarterly consumer focus group. We asked a group of the client’s customers, “If we went digital, what channel would be most helpful?” WhatsApp was the clear winner, and, as a result, we launched a WhatsApp support channel. WhatsApp has been highly successful as the usage, feedback, and satisfaction scores suggest.

Today’s fast-paced consumers are now known as Generation CX. Parents were a clear demographic for an App Messaging solution; however, there is huge potential for other organisations to meet this generation’s service expectations. This highly personalised, synchronous/asynchronous, secure, efficient, and innovative method of communication is not only fiscally palatable, but also a brand builder.

WhatsApp accounts  for 60% of all contact

Business Result The resulting effortless experience comprises traditional voice and email channels as well as HGS Chat and WhatsApp. Both Chat and WhatsApp volumes are growing, with WhatsApp accounting for 60% of all inbound contacts. This optimised, asynchronous CX exceeds expectations, and, most importantly, drives greater brand affinity and loyalty.

How We Do It

  • A Highly Qualified & People Focused Team 
  • HGS delivers 92% CSAT, against a target of 85

The HGS team answer questions from customers and retailers/pharmacies and also processes complaints—whether it involves processing returns, arranging for product testing at the factory, or issuing vouchers or refunds. Other calls are related to conception, pregnancy, birthing, breastfeeding, troubling symptoms and behaviour, sleeping, teething, and switching to solid food. The HGS midwives even explain ultrasounds, answer questions of a sexual nature, and assist with pregnancy complications, labour, and medical crisis calls. 

HGS’s dedicated, skilled, clinically trained staff averages approximately 30 FTEs, but also ramps up to 60 FTEs for peak periods. This dedicated team of midwives, nutritionists, and healthcare professionals are certified by the World Health Organisation and NHS guidelines. 

New employees work alongside experienced staff (half of whom have worked for the client since inception). Advisors must maintain an 85% quality score, with emphasis placed on representing the client’s values and maintaining a consistent voice of the brand. 

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