Abstract

The helpdesk function is essential to any organisation, as it delivers customer support, provides valuable insights, enhances internal efficiency, and improves customer satisfaction. However, it also faces considerable challenges, such as maintaining high service levels, ensuring customer satisfaction, and sustaining staff morale.

This case study focuses on the Hong Kong and Shanghai Banking Corporation Limited (HSBC), a leading banking and financial services provider. Specifically, it examines the HSBCnet Helpdesk, which provides technical support to corporate customers using HSBCnet, an online business tool. Through various channels, including phone calls, emails, and Live Chat, the Helpdesk assists customers with managing payments and accounts. The case highlights the challenges the HSBCnet Helpdesk encounters in improving customer service quality while managing a high and increasing volume of daily customer queries.

Using this case, students can gain a deeper understanding of helpdesk operations, including their critical role within an organisation and common performance metrics used to evaluate them. Students will learn about the complexities involved in improving business operations and customer services while maintaining high employee morale. Furthermore, this provides an opportunity for students to explore and discuss potential solutions using digital technologies such as artificial intelligence (AI) to address common challenges faced by helpdesks.

After studying this case, students will acquire knowledge of helpdesk operations, particularly within the banking industry. They will understand the root causes of high staff turnover rates and identify the challenges associated with improving business operations while maintaining high service levels. Additionally, they will develop critical thinking skills, enabling them to analyse complex problems and propose innovative solutions.

Learning Objectives

The teaching objectives of this case are:

1.       To understand the importance and challenges of delivering efficient, high-quality customer services in helpdesks.

2.       To propose strategies for improving operational efficiency through digital transformation.

3.       To suggest and evaluate possible ways to leverage technologies to streamline operations and enhance customer experience.

4.       To emphasise the need for helpdesks to adapt to evolving customer needs and emerging technologies.