SUCCESS THROUGH CUSTOMER CARE: CUSTOMER CENTRICITY IN THE GAMING INDUSTRY

WHAT IS CUSTOMER CARE

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Delivering great customer care requires:

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Deflection

Support leadership

Quality benchmarks

Team productivity

Customer satisfaction

SUPPORT LEADERSHIP

ROVIO (ANGRY BIRDS) ON SUPPORT LEADERSHIP

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“Continuing to lead and innovate on your organization’s support requires a

consistent way of gathering insights of issue volumes and types in

different areas to better understand the needs of our customers and feed customer feedback to the rest of the

organization.”

HOW TO LEAD AND IMPROVE SUPPORT

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Continuous support improvement and innovation needs tools that help:

•  Reduce tickets (ticket deflection)

•  Increase speed of response (agent productivity) •  Improve support quality (customer satisfaction)

DEFLECTION

ROCKSTAR GAMES ON TICKET DEFLECTION

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“Post articles as soon as issues arise and ask people to log in and subscribe

to be automatically emailed as soon as there are updates. Then update frequently. This prevents repeat follow-ups that use up time that

should be spent fixing the problem.”

DEFLECTION BENCHMARKS

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    Best  in  class   Entertainment   All  industries  

Forum  views   205,000   9845   2615  

Views:8ckets  ra8o   8.04   6.31   3.56  

Searches   8909   1303  

Search  CTR   16.3%   17.9%   29.8%  

HOW TO DEFECT TICKETS EFFECTIVELY

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Effective ticket deflection calls for self-service that: •  Allows customers to find the information they’re looking for on their own in the

FAQ and knowledge base

DEFLECT TICKETS WITH RECENT ARTICLES

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HOW TO DEFECT TICKETS EFFECTIVELY

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Effective ticket deflection calls for self-service that: •  Allows customers to find the information they’re looking for on their own in the

FAQ and knowledge base •  Uses data to understand:

o  Ticket content o  Forum analytics o  Search analytics

FORUM AND SEARCH ANALYTICS

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HOW TO DEFECT TICKETS EFFECTIVELY

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Effective ticket deflection calls for self-service that: •  Allows customers to find the information they’re looking for on their own in the

FAQ and knowledge base •  Uses data to understand:

o  Ticket content o  Forum analytics o  Search analytics

•  Continues to refresh content based on: o  Analytics feedback o  Bugs

•  Links back to knowledge base articles in ticket responses •  Presents a consistent brand and in preferred languages

TEAM PRODUCTIVITY

NEKKI ON CUSTOMER ENGAGEMENT

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“A support contact with a customer is an opportunity, not a problem. It is an

opportunity to further engage a customer, to leave a lasting positive impression about our company and our products, and even to

deepen the relationship through engagement in other products or services.”

ISCOOL ON TEAM PRODUCTIVITY

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“Use an escalation system: ticket goes to agent > if agent cannot respond to ticket or ticket identifies a problem that needs to be feedback to our team, agent forwards ticket

to 'super' agent > who either responds to previous agent or forwards this ticket onto

the developer team.”

PRODUCTIVITY BENCHMARKS

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    Best  in  class   Entertainment   All  industries  

Tickets/month   125,000   1560   530  

Tickets/agent   2,802   530   167  

HOW TO INCREASE PRODUCTIVITY

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Boost your team’s productivity and engagement with customers by:

•  Funneling all tickets in one place: email, Web, mobile, Facebook, Twitter, chat and phone

•  Setting up for multi-language support

MULTI-CHANNEL AND –LANGUAGE SUPPORT

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HOW TO INCREASE PRODUCTIVITY

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Boost your team’s productivity and engagement with customers by:

•  Funneling all tickets in one place: email, Web, mobile, Facebook, Twitter, chat and phone

•  Setting up for multi-language support •  Automating support workflows with processes and macros •  Creating processes for handling multiple tickets

•  Organizing your agents based on their skill set and expertise

MACROS (PRE-DEFINED RESPONSES)

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QUALITY BENCHMARKS +

CUSTOMER SATISFACTION

ROCKSTAR GAMES ON CUSTOMER SATISFACTION

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“Read satisfaction feedback: Seeing satisfaction data is useful, but there is no substitute for reading the comments that

people write about the service they received. Learn what prompted people to write nice things, and what people wrote

who rated the service as less than satisfactory.”

HOW TO ENSURE SUPPORT QUALITY

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Maintaining and improving quality of support requires:

•  Fast response across all channels, especially social

•  Implementation of customer satisfaction surveys and processes for measuring productivity

•  Consistent review of agent performance and backlog

MEASURE KEY BENCHMARK METRICS

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TRACK AGENT PERFORMANCE

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RATE CUSTOMER SATISFACTION

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