HP has recently adopted a new customer service strategy that mandates a minimum 15-minute wait time for calls related to PC and printer support in certain regions. This move appears to be aimed at directing customers towards online support options, referred to by the company as ‘digital self-solve.’

The decision to implement this wait policy arose from findings conveyed in an internal memo, discussed by The Register. The memo acknowledges a strategy where a prompt about expected long wait times is given to callers regardless of the actual volume of incoming calls.

“The objective is to influence customers to increase their adoption of digital self-solve, which offers a quicker solution to their support issues. We notify them about high call volumes and the expected delay in reaching a representative while suggesting online alternatives.”

Currently, it is believed that this directive is in effect in the UK, Ireland, France, Germany, and Italy. The change officially came into play on February 18, 2025, although it remains unclear if HP plans to extend this approach globally.

In essence, this policy is likely a financial maneuver, aimed at generating cost savings and utilizing effective online resources that can reduce the need for human assistance on calls. While transitioning to AI-support could be the long-term aim, many users still prefer direct interaction with live agents for troubleshooting.