Smarter Customer Support Drives 70% Reduction in Support Volume for a Global Tech Giant

Industry: Technology | Services: Business Operations, Digital Consulting, Digital CX

Client Overview

Our client, a global technology leader known for its enterprise and productivity tools, sought to improve its customer support experience. Despite strong analytics capabilities, the company lacked a complete understanding of how customers navigated its digital support ecosystem and interacted with service agents.

The Challenge

Gaining a Holistic View of Customer Support Journeys

The client needed to define what an ideal support experience looked like—one that was efficient, intuitive, and human-centric. While analytics pinpointed pain points across individual channels, they didn’t reveal how different customer segments engaged with or perceived those experiences.

To bridge this gap, Sutherland conducted in-depth research within support centers to capture agent perspectives and identify operational challenges. Simultaneously, we engaged diverse B2B customer groups—from small businesses to large enterprises—to uncover unmet needs and problem-solving behaviors. These insights, reinforced by data analysis, provided a unified view of the support ecosystem and guided the development of smarter, data-backed solutions.

Sutherland Solution

Designing a Human-Centric, Data-Driven Support Experience

Sutherland applied a design thinking approach, mapping complete customer support journeys to pinpoint opportunities for improvement. By reimagining digital touchpoints—navigation, search, content, terminology, and interface design—we created a seamless and empathetic experience.

Through co-design sessions and iterative testing with real customers, concepts were refined and validated before rollout. This ensured that every change addressed genuine user needs while aligning with the client’s strategic business objectives.

The Outcome

Applying Human Insights to Grow Revenue and Reduce Costs

The redesigned support experience prioritized self-service and streamlined digital interactions, leading to a 70% reduction in support volume for key productivity tools. These improvements not only lowered operational costs but also enhanced customer satisfaction and loyalty.

Following the success of this initiative, the partnership has expanded to include broader audience segments and ongoing experience optimization. Today, Sutherland continues to deliver deep insights that help clients evolve their support ecosystems—creating experiences that are both human and scalable.