“ Beyond The Game – Empower Your Players With Self-Service Support” David Schroeder Gary McNeil, Vice President, Marketing, Parature Inc.

Our Business Parature is a leading provider of on-demand software (SaaS) for customer service and support Parature enables organizations to: Reduce the cost of supporting their customers Have a 360 view of customer issues Retain their customers Improve customer satisfaction Generate more revenue from their base Deliver “legendary” customer service

Parature is a leading provider of on-demand software (SaaS) for customer service and support

Parature enables organizations to:

Reduce the cost of supporting their customers

Have a 360 view of customer issues

Retain their customers

Improve customer satisfaction

Generate more revenue from their base

Deliver “legendary” customer service

One stop shopping One integrated software suite – on-demand Parature Portal Parature Ticket Parature Knowledgebase Parature Reporting Parature Chat Parature Forum Host of other modules “ With Parature, we do not have to increase our CSR headcount…we would have needed two to three additional CSR’s with the rate that JobFox is growing.” - JobFox Parature - One Integrated Suite

One stop shopping

One integrated software suite – on-demand

Parature Portal

Parature Ticket

Parature Knowledgebase

Parature Reporting

Parature Chat

Parature Forum

Host of other modules

“ With Parature, we do not have to increase our CSR headcount…we would have needed two to three additional CSR’s with the rate that JobFox is growing.”

- JobFox

Macro Trends on Customer Service and Support Source: SSPA and Wikipedia, 2007 Support Channel preferences are radically changing with each generation New technology trends can impact customer service behavior Understand who your target customer is and how they prefer to be supported A new generation of Service Desk Agents embracing newer technology

Support Channel preferences are radically changing with each generation

New technology trends can impact customer service behavior

Understand who your target customer is and how they prefer to be supported

A new generation of Service Desk Agents embracing newer technology

Typical Virtual World / MMORPG Concerns The “forgotten” infrastructure aspect - support Uncertainty in number of users, support requests Expect significant growth How to account for increased support requests How to account for staff headcount Scalability, reliability of support product Automation of tasks, reduction of repetitive issues

The “forgotten” infrastructure aspect - support

Uncertainty in number of users, support requests

Expect significant growth

How to account for increased support requests

How to account for staff headcount

Scalability, reliability of support product

Automation of tasks, reduction of repetitive issues

How Does Parature Bring Value to Gaming and Virtual World Companies?

Flexible Support Portal

Beyond Initial Self-Service: Easy Ticket Process, View and Search

In-Game Chat Support (XMPP)

Back-End Automation Tickets from phone, email, web; all in a centralized area, routed and tracked automatically

Automated and Detailed Reporting and Metrics

Executive Summary Reporting

Dashboard Reporting

Customer Prioritization (Time Sensitive Alerts/SLA’s)

How to Reduce Issues and Maintain Steady Support Headcount Provide best practice self-service capabilities Filtered Knowledgebase Single sign-on Troubleshooter Forums Dynamic “Most Popular Topics” Provide automation and enable your support reps to “do more with less ” Reduce or eliminate manual ticket assignment Built-in reporting

Provide best practice self-service capabilities

Filtered Knowledgebase

Single sign-on

Troubleshooter

Forums

Dynamic “Most Popular Topics”

Provide automation and enable your support reps to “do more with less ”

Reduce or eliminate manual ticket assignment

Built-in reporting

Beyond the Game: Empower Your Players with Self-Service Support July 22, 2009 David Schroeder

iWin, Inc Support Limitations Opportunities Product Vendors Self-Service Support Agenda

iWin, Inc

Support Limitations

Opportunities

Product Vendors

Self-Service Support

iWin, Inc iWin is an award-winning developer, publisher and distributor of innovative, high quality casual games for the mass market Jewel Quest 2 won Zeeby’s Best Puzzle Game for 2007 iWin operates one of the leading casual game portals, iWin.com 5.6m monthly unique visitors (source: Comscore) iWin’s games are based on original and licensed IP delivering unique storylines, proven game mechanics, and strong replay value Jewel Quest, Mah Jong Quest, JoJo’s Fashion Show, Family Feud

iWin is an award-winning developer, publisher and distributor of innovative, high quality casual games for the mass market

Jewel Quest 2 won Zeeby’s Best Puzzle Game for 2007

iWin operates one of the leading casual game portals, iWin.com

5.6m monthly unique visitors (source: Comscore)

iWin’s games are based on original and licensed IP delivering unique storylines, proven game mechanics, and strong replay value

Jewel Quest, Mah Jong Quest, JoJo’s Fashion Show, Family Feud

iWin, Inc

Support Limitations iWin needed to respond to a high volume of website visitors To provide: Billing/Account service Technical support Game Play advice To maximize the e-commerce opportunities To encourage subscription membership

iWin needed to respond to a high volume of website visitors

To provide:

Billing/Account service

Technical support

Game Play advice

To maximize the e-commerce opportunities

To encourage subscription membership

Support Limitations iWin.com Support Offerings Email: [email_address] Each submission required a unique reply Static FAQs Some content was out of date It was difficult to publish new content Site changes in product and features were not mirrored in the support answers

iWin.com Support Offerings

Email: [email_address]

Each submission required a unique reply

Static FAQs

Some content was out of date

It was difficult to publish new content

Site changes in product and features were not mirrored in the support answers

Support Limitations System Constraints Email support only One to one support No analytics driving actions Answering repetitious questions on account and technical issues All incoming incidents and customers were equal in priority No webportal for self-service on a 24 x 7 basis

System Constraints

Email support only

One to one support

No analytics driving actions

Answering repetitious questions on account and technical issues

All incoming incidents and customers were equal in priority

No webportal for self-service on a 24 x 7 basis

Support Limitations A monthly backlog of open tickets existed Even with a best effort by the support staff, there was a significant monthly backlog of open tickets The number of opened tickets per week consistently exceeded the number of closed tickets Some of the customers would open multiple tickets on the same issue because the response time from a CSR surpassed their wait time expectations

A monthly backlog of open tickets existed

Even with a best effort by the support staff, there was a significant monthly backlog of open tickets

The number of opened tickets per week consistently exceeded the number of closed tickets

Some of the customers would open multiple tickets on the same issue because the response time from a CSR surpassed their wait time expectations

Opportunities Email support only Deliver alternatives to email such as knowledgebase articles and web based form submission One to one support Shift to a one to many support model Enable 24x7 self-service (weekends & nights are popular periods for gaming) Surface knowledgebase articles for the most common issues/questions The knowledgebase will present solutions to the customer’s queries and reduce incoming incidents Notify customers of service outages through alerts and banners Our support staff will create, review and publish knowledgebase content

Email support only

Deliver alternatives to email such as knowledgebase articles and web based form submission

One to one support

Shift to a one to many support model

Enable 24x7 self-service (weekends & nights are popular periods for gaming)

Surface knowledgebase articles for the most common issues/questions

The knowledgebase will present solutions to the customer’s queries and reduce incoming incidents

Notify customers of service outages through alerts and banners

Our support staff will create, review and publish knowledgebase content

Opportunities Use analytics to drive actions Use real-time dashboards for daily call center management Use standard and custom reports that produce data to discover trends, product deficiencies or other issues Improve game play support Add forums to the website Players can give and receive game play help iWin will moderate the forums

Use analytics to drive actions

Use real-time dashboards for daily call center management

Use standard and custom reports that produce data to discover trends, product deficiencies or other issues

Improve game play support

Add forums to the website

Players can give and receive game play help

iWin will moderate the forums

Opportunities Answering repetitious questions through the knowledgebase Produce knowledgebase articles for the most common issues so the players can help themselves Customers that find their own answers do not need to submit a ticket and wait for a reply Free up the CSRs to focus on more challenging issues This will reduce the overall queue and help control the backlog of open incidents

Answering repetitious questions through the knowledgebase

Produce knowledgebase articles for the most common issues so the players can help themselves

Customers that find their own answers do not need to submit a ticket and wait for a reply

Free up the CSRs to focus on more challenging issues

This will reduce the overall queue and help control the backlog of open incidents

Opportunities Prioritize incoming incidents and customers The tiers of service would deliver: Tier 0 = self-service only through the knowledgebase and possibly forums Tier 1 = the same as Tier 0 plus web based form submission of incidents Tier 2 = the same as Tier 1 plus a defined SLA for response time Tier 3 = the same as Tier 2 plus the option of ichat or telephone support

Prioritize incoming incidents and customers

The tiers of service would deliver:

Tier 0 = self-service only through the knowledgebase and possibly forums

Tier 1 = the same as Tier 0 plus web based form submission of incidents

Tier 2 = the same as Tier 1 plus a defined SLA for response time

Tier 3 = the same as Tier 2 plus the option of ichat or telephone support

Opportunities To be successful, customer support organizations need three things (given a viable commercial product) Quality people operating as an inspired team Effective process and procedures that fit the work flow Systems that make information available to the right people at the right time iWin needed a better systems solution

To be successful, customer support organizations need three things (given a viable commercial product)

Quality people operating as an inspired team

Effective process and procedures that fit the work flow

Systems that make information available to the right people at the right time

iWin needed a better systems solution

Opportunities

Product Vendors iWin contacted 17 Help Desk vendors iWin sent out a Request for Proposal Some of the key vendors considered were FrontRange Neocase NetSuite Parature RightNow Technologies SugarCRM

iWin contacted 17 Help Desk vendors

iWin sent out a Request for Proposal

Some of the key vendors considered were

FrontRange

Neocase

NetSuite

Parature

RightNow Technologies

SugarCRM

Product Vendors Key decision criteria Hosted solution Knowledgebase Reporting and Analytics Implementation Services Ongoing Support Reputation Interest in our business Pricing

Key decision criteria

Hosted solution

Knowledgebase

Reporting and Analytics

Implementation Services

Ongoing Support

Reputation

Interest in our business

Pricing

Product Vendors Neocase Parature RightNow Hosted solution 5 5 5 Knowledgebase management 4 4 4 Reporting and analytics 5 4 4 Implementation services 5 5 3 Ongoing support 5 5 3 Reputation 3 4 3 Interest in our business 5 5 2 Pricing 4 4 4 Average score 4.5 4.5 3.5

Product Vendors Went with Parature because: They addressed our original concerns Support portal customization Ease of use by the CSRs and customers Promise of an easy implementation Sales team and promise of ongoing support Price

Went with Parature because:

They addressed our original concerns

Support portal customization

Ease of use by the CSRs and customers

Promise of an easy implementation

Sales team and promise of ongoing support

Price

Self-Service Support The average estimated cost of customer service, by contact channel: - Gartner/Avaya, 2005 Web self-service - $0.65 Phone self service (IVR) - $1.85 Email - $2.50 Phone (with live agent) - $4.50 Web chat - $7.50

The average estimated cost of customer service, by contact channel: - Gartner/Avaya, 2005

Web self-service - $0.65

Phone self service (IVR) - $1.85

Email - $2.50

Phone (with live agent) - $4.50

Web chat - $7.50

Self-Service Support iWin relies on the Parature support portal It provides immediate consumable support It minimizes our users time lost from gaming "Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime."

iWin relies on the Parature support portal

It provides immediate consumable support

It minimizes our users time lost from gaming

"Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime."

Self-Service Support The Parature software is scalable Metric 12/2 to 12/8/2008 3/15 to 3/21/2009 Change Tickets Created 877 2,391 2.7x Response Time 2.5 Hours 2.8 Hours 0.12 Page Views 34,369 134,048 3.9x KB Article Viewed 5,297 19,159 3.6x

The Parature software is scalable

Self-Service Support We encourage our customers to use our support portal on their own We have a explanatory video clip on the welcome page We use images in our step by step instructions We keep the knowledgebase articles fresh We tailor the presentation of the material to our audience

We encourage our customers to use our support portal on their own

We have a explanatory video clip on the welcome page

We use images in our step by step instructions

We keep the knowledgebase articles fresh

We tailor the presentation of the material to our audience

Self-Service Support Customization of our portal was very important to iWin We wanted our brand extended We wanted it to look fun – not sterile We wanted the ability to change the look and art on our own – when needed We wanted to notify our customers of service outages or other events that may interrupt their playing experience

Customization of our portal was very important to iWin

We wanted our brand extended

We wanted it to look fun – not sterile

We wanted the ability to change the look and art on our own – when needed

We wanted to notify our customers of service outages or other events that may interrupt their playing experience

Self-Service Support

Self-Service Support

Self-Service Support A live demo of our explanatory video: http:// support.iwin.com /

A live demo of our explanatory video:

http:// support.iwin.com /

Self-Service Support Our live support portals http:// support.iwin.com / http:// hotelsupport.iwin.com / We are not Rock Stars People come to our site to play games – not to deal with support issues The games are the stars

Our live support portals

http:// support.iwin.com /

http:// hotelsupport.iwin.com /

We are not Rock Stars

People come to our site to play games – not to deal with support issues

The games are the stars

Self-Service Support Our users gravitate to online videos Their systems support the technology Most are familiar with internet video The pace is can be as unique as the gamer Videos can be interesting

Our users gravitate to online videos

Their systems support the technology

Most are familiar with internet video

The pace is can be as unique as the gamer

Videos can be interesting

Self-Service Support We are using online video for: “ How to” explanations Short videos on single subjects Speeding up user familiarity with iWin The transfer of knowledge

We are using online video for:

“ How to” explanations

Short videos on single subjects

Speeding up user familiarity with iWin

The transfer of knowledge

Self-Service Support The use of video helps our users to understand our instructions more clearly This reduces the incoming tickets Or minimizes the dialogue in the ticket conversation

The use of video helps our users to understand our instructions more clearly

This reduces the incoming tickets

Or minimizes the dialogue in the ticket conversation

Self-Service Support We needed a video editing product that would: Be cost effective Be easy to use out of the box Produce acceptable quality Allow us to produce and edit existing content quickly

We needed a video editing product that would:

Be cost effective

Be easy to use out of the box

Produce acceptable quality

Allow us to produce and edit existing content quickly

Self-Service Support After reviewing several products on the market such as BSR Screen Recorder, ScreenShow Pro, Adobe Captivate – we settled on TechSmith’s Camtasia Studio

After reviewing several products on the market such as BSR Screen Recorder, ScreenShow Pro, Adobe Captivate – we settled on TechSmith’s Camtasia Studio

Self-Service Support The steps you need to take to record and publish your online video are: Capture the video Edit the captured content Publish the clip through the Parature system Verify the video clip is properly located and the quality matches your expectations

The steps you need to take to record and publish your online video are:

Capture the video

Edit the captured content

Publish the clip through the Parature system

Verify the video clip is properly located and the quality matches your expectations

Self-Service Support For our purposes, a short video clip is more effective than a technical manual >

For our purposes, a short video clip is more effective than a technical manual

Self-Service Support iWin Self-Service Metrics 130,000 to 190,000 Page Views per week 50 to 70 Page Views to 1 Ticket 20,000 to 30,000 KB Articles Viewed per week 8 to 10 KB Articles Viewed to 1 Ticket The most popular online article we have is: How can I install or reinstall my purchased game? It has been viewed externally over 118,000 times in just over a year

iWin Self-Service Metrics

130,000 to 190,000 Page Views per week

50 to 70 Page Views to 1 Ticket

20,000 to 30,000 KB Articles Viewed per week

8 to 10 KB Articles Viewed to 1 Ticket

The most popular online article we have is:

How can I install or reinstall my purchased game?

It has been viewed externally over 118,000 times in just over a year

Self-Service Support The Self-Service capabilities on our support portal Keeps us from being overwhelmed during times of crisis Allows our players to obtain support on a 24x7 basis Allows us to rapidly publish content Provides an iWin service reference point Saves iWin money and our players time

The Self-Service capabilities on our support portal

Keeps us from being overwhelmed during times of crisis

Allows our players to obtain support on a 24x7 basis

Allows us to rapidly publish content

Provides an iWin service reference point

Saves iWin money and our players time

Self-Service Support Thanks for coming by.

Thanks for coming by.

Follow us on http:// blog.parature.com / http:// facebook.parature.com http:// twitter.com/parature.com http:// www.parature.com/rss http://www.youtube.com/paratureinc Questions?

http:// blog.parature.com /

http:// facebook.parature.com

http:// twitter.com/parature.com

http:// www.parature.com/rss

http://www.youtube.com/paratureinc