ASUS's Path to Redemption: Reinventing Customer Support for a Brighter Future

ASUS might be the greatest tech company you never heard of. What began 30 years ago as a motherboard pioneer has grown into an international electronics behemoth that last year managed nearly $14 billion in revenue, with profit growing 40 per cent. What it lacks, however, is customer trust: just this month ASUS found itself at the centre of a media shitstorm after a change to its warranty policy left hundreds of users unable to obtain the support they felt entitled to. Now the company asserts that it’s gearing up to revolutionise how it deals with customer issues, particularly those related to warranty repairs and information about known product faults. Here we show how ASUS plans to restore its public image and improve usability of its whole product range.

Bridging the Gap: ASUS's Commitment to Customers

ASUS’s recent pledge to finally change the way it does customer service will be a significant departure from how it’s operated in the past. After a string of critiques – including many from the tech press and YouTube communities like the Gamers Nexus – the company finally acknowledged that it needed to change its ways.

Listening to the Unheard: A New Era of Warranty Reps

For many users, dealing with warranty claims and repair services has proven to be a frustrating exercise in paperwork-mongering and bureaucratic puzzle-solving. ASUS recognises this and has established what could be a very promising program. People who were told that they couldn’t get warranty repairs, or who had to pay for repairs that they believed should be covered are being invited to come forward and file complaints. ASUS has set up an individual email address for each conflict, ensuring that a human being will deal with you over the issue and provide a response on a ‘case by case’ basis.

Addressing Product Concerns Head-On

ASUS has finally taken an important step toward transparency. Not only does the statement note that the company’s own testing found significant defects with the ROG Ally handheld’s SD card reader, but it was released months after the problems became public. The fact that ASUS is making this statement – to finally admit to a problem with its product – is a sea change for the company. Not only is it addressing this pressing issue, but ASUS is setting a precedent for handling other problems in the future.

Renewing Trust Through Improved Support

Customer service — ‘not just making customers happy, but really being trained and driving disputes inhouse [so] you can actually solve the customers’ problems’ — is a key part of this strategy. That’s how ASUS will deliver on its promise to develop a closer relationship with customers.

Streamlining Support for Seamless Service

As a result of this, ASUS is redesigning customer service routes to increase efficiency and accessibility. From when a customer first gets in touch to when that customer’s problem is resolved, ASUS is simplifying things so that there are fewer touchpoints and a higher level of satisfaction through reduced friction. This all has the objective of reducing turnaround times and increasing the quality of service received by customers.

Embracing Accountability for a Better Tomorrow

Accountability is at the centre of ASUS’s renewed commitment. Taking responsibility for past mistakes and redoubling the efforts to correct them, ASUS is not simply looking to repair its reputation. It is also trying to create a more transparent platform for users to make an informed choice. Such accountability is also prescriptive: it sets a new standard of service for an industry hungry for transparency and responsibility.

The Future of ASUS: Innovating Beyond Limits

Looking ahead, ASUS is not just righting the wrongs of the past. It’s also looking to innovate on what customer support should be, investing in new channels and technologies to interact with its user base going forward. The brand is preparing to set new standards for customer care in the years ahead, so that, in the words of one ASUS support rep, ‘you feel you are talking to a real human being’.

A New Horizon for Tech Support

ASUS’s initiative to transform its customer support could become the new gold standard. If the company succeeds in proving that true solutions, personable attention, and unambiguous honesty pay off, others are likely to follow. Down the road, consumers may discover a tech ecosystem that treats them with respect and responsiveness in return.

Understanding ASUS: A Legacy of Innovation

ASUS has become a byword for the bleeding edge, and the company has always been at the cutting edge of design and development. Now, as we have always done, we are looking to the future and raising the bar when it comes to that support.Our hope is that, with this focus, we are setting standards for the tech industry, and that before too long every customer will have this peace of mind.Editor’s note: This is an approximate transcription of an audio article. A version of this post originally appeared on the ASUS motherboards website.

However, all that past unhappiness heaped upon the brand is also clear motivation for ASUS’s major overhaul of its support systems. Once these reforms are in place, the company is poised to not just earn back goodwill, but also to redefine customer service for the PC sector. So no more excuses or half-measures for the company: one way or another, ASUS is going to win over the customer experience.