success through customer care: customer centricity in the gaming industry
DESCRIPTION
Delivering great customer care requires support leadership, effective deflection, team productivity, quality benchmarks and customer satisfaction. Here's a look at how these factors play into the customer service strategy of some of Zendesk's gaming clients.TRANSCRIPT
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SUCCESS THROUGH CUSTOMER CARE: CUSTOMER CENTRICITY IN THE GAMING INDUSTRY
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WHAT IS CUSTOMER CARE
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Delivering great customer care requires:
1 2 3 4 5
Deflection
Support leadership
Quality benchmarks
Team productivity
Customer satisfaction
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SUPPORT LEADERSHIP
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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.”
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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)
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DEFLECTION
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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.”
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DEFLECTION BENCHMARKS
8
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%
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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
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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
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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
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TEAM PRODUCTIVITY
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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.”
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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.”
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PRODUCTIVITY BENCHMARKS
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Best in class Entertainment All industries
Tickets/month 125,000 1560 530
Tickets/agent 2,802 530 167
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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
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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
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MACROS (PRE-DEFINED RESPONSES)
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QUALITY BENCHMARKS +
CUSTOMER SATISFACTION
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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.”
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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
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MEASURE KEY BENCHMARK METRICS
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TRACK AGENT PERFORMANCE
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RATE CUSTOMER SATISFACTION
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THANK YOU