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Hulu delivers premium customer service with Twilio

Integrates its call center with CRM to provide a top-notch customer experience.

The Results
Hulu subscribers
Content providers
Hours of content streamed

Hulu delivers on-demand television content to users around the world, the day after it airs on broadcast networks. A premium offering, Hulu Plus, offers customers access to an ever-expanding library of movies and full television series.

A popular web destination in need of a hotline

Hulu delivers content from more than 500 providers including ABC, Comedy Central, FOX, NBCUniversal, MTV, Miramax, and VH-1, helping people find and enjoy premium video content when, where, and how they want it.

While preparing to launch Hulu Plus, a premium subscription offering, the customer support team needed a contact center solution that could scale reliably with the tremendous growth it was expecting. The team selected Twilio because of its ease of use and low cost.

Build once, deploy globally, iterate often

"The succinct REST-based API was familiar territory for our web developers, which helped us get our prototype launched in one day and into full production shortly thereafter," explained Scott Post, software developer. "Our mantra is to keep things simple and focus our energy on helping users, and Twilio enables us to do just that."

When users of the premium service call Hulu's toll free support number (that is provisioned through Twilio), they are quickly routed to an available customer support advocate. Because Hulu has an in-house CRM integrated with Twilio's API, the customer support advocate can immediately see all relevant user information in their browser, allowing them to provide a highly customized support experience.

If all customer support agents are busy, estimated wait times and queue positions are communicated to the caller. Hulu plays music from popular shows while customers wait, and they also have the option to press '1' at any time to schedule a call back. In this scenario, Hulu's CRM will detect when an agent becomes available, and then automatically dial back the caller.

Twilio's cloud model and flexibility also allows us to constantly improve the customer experience without long lead times.

Scott Post, software developer, Hulu

Fine-tuning the customer experience with Twilio

The Hulu development team created multiple workflows within the Twilio API. From the PLAY object, which enables custom audio to be played for customers, to the DIAL object, which enables Hulu to programmatically dial back users when needed, the Hulu web team was able to quickly and efficiently build a call center solution. Also, because Twilio tracks rich metadata for each call that flows through the system, Hulu can track all the critical metrics for its customer support team, including total calls, average call time, and distribution of calls.

By using Twilio to fine-tune the customer experience for its viewers, Hulu can be assured that its premium subscribers will continue to be satisfied viewers. Hulu’s efficient contact center will be able to support growth for Hulu Plus for years to come.