Level Up Your Game Through Customer Experience - Alorica - ContactCenterWorld.com Blog
The highly competitive global digital gaming market is predicted to grow to $82 billion USD by 2017. As games become more complex and time-intensive to create, many launches encounter last-minute release problems, which negatively impact the developer’s brand reputation. This, coupled with increasingly tight development cycles, means the focus on providing an exceptional experience for customers requiring post-launch support is sometimes left on the cutting room floor.
Although “gamers” are found across all generations—155 million Americans play video games—Millennials represent a large and influential segment of this market, making up more than 50% of all U.S. gamers. To maximize opportunities to successfully engage with Millennial gamers, including post-launch interaction, developers must establish an effective plan for customer support.
Millennials are a “connected” generation; 88% use Facebook, and 51% report they are always or mostly online and connected. They also post online about negative experiences 50% more often than positive ones. All of this means a dissatisfied Millennial gamer can have an outsized negative impact on your game community and your brand. Ensuring you have a proactive plan in place to provide exceptional customer experiences for every gamer, every time, can help turn a potential “game over” situation into an extra life. Here are some suggestions for how to elevate the gamer experience through customer care:
- Help them connect: Organize and manage an online forum where players can interact and share information, including crowd-sourced solutions.
- Equip them with tools: Online self-service portals can provide a lifeline for customers. If needed, a representative can even co-navigate to a solution with the gamer.
- Give them automation: Frequently, simple automated suggestions in an IVR or self-service portal can help to quickly solve a problem, or direct the user to the information they are seeking.
- Deliver: When all else fails, make sure your end user can reach someone who will be able to quickly and effectively provide a solution to their needs.
Bonus Easter Egg: Recruiting and training representatives who understand gamer culture (and who like your products) increases the likelihood that they’ll be able to quickly connect and solve problems with your customers.
A strong post-launch customer service plan can help transform widely shared negative experiences into opportunities for gamers to become your biggest and most vocal fans. With a few proactive changes, game developers can empower their customers to find solutions for their problems, driving brand preference and growing revenue.
Publish Date: July 29, 2015 5:00 AM
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