Gaming companies want players to have fun. But many don’t know they can leverage outsourced player support to elevate the gaming experience and drive additional revenue. Publishers tend to focus on metrics like lifetime value, average transaction rates, active daily or monthly users and average revenue per user. But customer satisfaction (CSAT), First Response Time (FRT) and re-open rates have a direct impact on player experience and shouldn’t be overlooked. In fact, there are three key factors that every player support organization should keep in mind: Speed, Accuracy, Quality.
Treat Player Issues with Urgency
Each player question takes time to answer. But every minute a player is waiting is a minute they’re not playing your game. And the longer gamers wait to get a response, the more dissatisfied they become. Which is why many companies strive to fix every issue in the first contact. Commonly referred to as First Response Time (FRT), this metric is known to directly impact a player’s overall satisfaction with both the game and the publisher.
A common operational goal is to ensure average FRT is as fast as possible. It shows players you take their inquiries seriously and you’re intent on getting them back in action. Going a step further, intelligent companies implement a customer segmentation strategy to address more lucrative players with increased speed and urgency. This ensures higher-paying players get the quickest response times and are rapidly able to get back into the game.
Answer Right the First Time
Speed of answer is only one part of the equation. Another critical factor is response quality. Was the player’s question answered fully? Will the player re-contact for a similar question later? A key component in answering right the first time is staffing. Gamers aren’t like other customers so be sure to secure the right people to work support tickets. Publishers with player support teams that know the game and the lingo answer questions right the first time, which improves the player experience and increases retention.
An important metric to track is ticket re-open rate. When a player re-contacts support because an earlier issue wasn’t fully resolved, that ticket is reopened. High re-open rates drive up servicing costs and leave players waiting even longer for answers, which increases the likelihood they will stop playing – and paying. The goal is to resolve each issue in one reply. If a ticket is touched more than three times, you have a problem.
There are a couple of ways to address an excessive re-open rate. If you notice a particular set of agents are getting high numbers, training may correct it; they might be missing something on their approach or in their response. There could also be a problem with the game. For instance, if the agents are instructed to tell customers to go “left-left-right” to drive a specific action, and there is a high re-open rate on that dimension it might mean the game programming has shifted. Sending customer feedback to the developer can remedy this disconnect.
Make Every Response Count
How an agent responds can have a massive impact on player satisfaction and experience. Employing avid gamers on your player support team turns basic support into an authentic player experience. Players want to interact with other players, in their own language. Addressing players by their screen name personalizes support interactions, adding a human element. Reflexive listening is essential. If an agent responds to a complaint with, “I got super frustrated using that tool too,” it conveys they’re not just a person answering a ticket but a fellow player. Techniques like positioning positive information at the beginning of a response and mirroring a player’s tone can help too.
Every customer interaction is an opportunity to expand a player’s understanding of the game. Providing a player with information beyond their original question can enhance their experience. If a player has an issue getting into an event, tell them where they went wrong and then let them know upcoming events or items that may help which are coming up for purchase.
Help Gamers Stay, Play and Pay
Player support is vital to creating the best possible player experience and understanding which factors driving the success of your game. An experienced outsourced partner that knows your product and your players, understands the importance of industry metrics and is operationally savvy will set you apart from other gaming companies. More importantly, it’ll help drive revenue and secure the longevity of your game and your company.
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