Case Study: HP Instant Ink achieves automated customer insights and improved retention with Qualtrics Research Suite

HP - Customer Case Study

HP Instant Ink, part of HP’s Personal Printing and Supplies division, is an ink replacement subscription service designed to solve the cost and convenience problems of printing. The team struggled with a lack of regular, automated customer feedback: insights were hard to surface, responses were mostly reactive, qualitative praise wasn’t being leveraged, and ad hoc surveys had to be tracked and combined manually for NPS and retention reporting.

Using the Qualtrics Research Suite, HP implemented lifecycle-triggered surveys (including a one-month NPS touchpoint) and routes responses for follow-up: passives and detractors are asked for improvements and addressed, while promoters are invited to provide testimonials and special offers. The program gives HP quick, weekly access to customer sentiment, uncovered areas to improve (like communicating delivery schedules), helped sustain strong retention and NPS, identified advocates for referral campaigns, and saved about three hours of manual work per week.

HP

Lauren Schmidt

Retention Marketing Manager, HP Instant Ink