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Beyond the Game: Empower Your Players with Self-Service Support
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Beyond the Game: Empower Your Players with Self-Service Support



Discover how iWin, leading online developer, publisher and distributor of casual games for the mass market, enabled on-demand customer service software to empower their players with self-service ...

Discover how iWin, leading online developer, publisher and distributor of casual games for the mass market, enabled on-demand customer service software to empower their players with self-service support, 24/7 from anywhere in the world; providing efficient and effective support through targeted knowledgebase articles and the use of video.

In this webinar, you will discover:

:: How to persuade users to try self-help options before contacting your support staff
:: How to use video to increase support portal adoption rates and reduce operating costs
:: How to make your support portal easy to understand through the use of video



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Beyond the Game: Empower Your Players with Self-Service Support Beyond the Game: Empower Your Players with Self-Service Support Presentation Transcript

  • “ 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
    • 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 View slide
  •   View slide
  • 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
  • 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
  • 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
  • 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
  • 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, 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Product Vendors
    • 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
  • 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
  • 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."
  • 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
  • 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
  • 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
  • Self-Service Support
  • Self-Service Support
  • Self-Service Support
    • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Self-Service Support
    • 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
  • 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
  • Self-Service Support
    • 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