HID, a specialist in trusted identity solutions and part of the ASSA ABLOY Group, has expanded its customer service operations significantly across Europe, the Middle East, and Africa (EMEA).
This initiative aims to set a new standard for support within the security identity sector. The company was recently recognised with the UK's Fire & Security Excellence Award for Best Customer Service Provider, reflecting a 76-point increase in its Net Promoter Score (NPS) and achieving a Customer Satisfaction Score (CSAT) of 86.
Enhanced customer service
The new customer service structure is engineered to address the demands of contemporary security projects. Key elements include swift order processing, which now guarantees completion within a day, and a high-resolution rate for customer queries, with 98% addressed within 24 hours and 90% resolved in under four hours.
Additionally, the company has overhauled its Return Merchandise Authorisation process, enabling replacements to be dispatched immediately without the initial return of faulty goods. A 90-day no-questions-asked return policy for non-warranty items has also been introduced.
Focused on rapid and specialised support
Customers are now provided with a dedicated point of contact to manage requests comprehensively
Under the new framework, turnaround times for priority hardware replacements have been reduced by 40%, and the service team has been expanded by 25% to offer support in nine languages, ensuring precise communication of technical needs. Customers are now provided with a dedicated point of contact to manage requests comprehensively.
Transitioning to specialised expertise
The move from a generalised support model to one based on specialised expertise is central to the expansion. Cormac Storan, HID's Senior Director of Customer Service for EMEA, emphasised the focus on creating a customer-centric experience driven by speed, expertise, and accessibility.
HID has empowered regional teams to align technical support with local market needs, transforming them into specialists with comprehensive knowledge and the authority to swiftly resolve issues.
Leveraging technology for stronger partnerships
To uphold these service improvements, HID has introduced several technical enhancements, including a Customer Command Centre for round-the-clock order visibility, Robotic Process Automation for case management, and AI-powered tools for direct order processing.
This regional approach is fostering stronger partnerships with integrators and customers throughout the UK, Continental Europe, the Middle East, and Africa. Storan notes that the shift is enhancing internal culture, with teams growing in confidence and engagement, recognising their impact on the customer experience.
HID, a pioneer in trusted identity solutions and an ASSA ABLOY Group company, announces a major expansion of its customer service operations across Europe, the Middle East, and Africa (EMEA), establishing a new benchmark for support in the security identity sector.
The initiative, which recently received the UK’s Fire & Security Excellence Award for Best Customer Service Provider, resulted in a 76-point improvement in the company’s Net Promoter Score (NPS) and a Customer Satisfaction Score (CSAT) of 86.
Modern security projects
The new customer service framework is designed to meet the high-speed requirements of modern security projects, with internal benchmarks now centered on rapid response and regional specialisation:
- Order Fulfillment: Order processing has been streamlined to ensure completion in less than one business day.
- Rapid Resolution: 98% of customer queries are answered within 24 hours, with 90% resolved within a four-hour window.
- Return Merchandise Authorisation reformed: a four-week process has been redesigned. Today, replacements are often shipped immediately without requiring customers to return items first. For non-warranty returns, a 90 day returns policy has been introduced, meaning customers can return unused/unopened product – no questions asked.
- Priority Replacement Promise: New replacement protocols for critical cases has reduced turnaround times for hardware by up to 40%.
- Regional Specialisation: Expanded by 25%, the team delivers service in nine languages, ensuring technical requirements are communicated accurately.
- Dedicated Account Support: Each customer is assigned a single point of contact to handle requests end-to-end.
Generalised support model
“We recognised an opportunity to evolve our service model to match the sophistication of our products,” said Cormac Storan, Senior Director Customer Service EMEA at HID. “Our goal is to create a truly customer-focused experience built around speed, expertise, and accessibility.”
A central component of the expansion is the transition from a generalised support model to one rooted in specialised expertise. By empowering regional teams, HID is ensuring that technical support is aligned with local market needs.
“The approach centers on establishing trained, empowered teams with full end-to-end ownership of the customer inquiries,” said Storan. “This shift has turned generalists into PACS specialists who truly understand their customers, products, and local markets, giving the team the authority to resolve issues on the spot.”
Building stronger partnerships
To support these standards, HID has implemented several key technical enablers, including a Customer Command Centre for 24/7 order visibility, Robotic Process Automation for case routing, and AI-powered tools that process orders directly into systems.
This regional approach has allowed HID to build stronger partnerships with integrators and customers across the UK, Continental Europe, the Middle East, and Africa. According to Storan, the shift will also strengthen internal culture, with regional teams reporting increased confidence and engagement in their ability to make a tangible impact on the customer experience.
