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


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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

Published in: Business, Technology

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

  1. 1. “ Beyond The Game – Empower Your Players With Self-Service Support” David Schroeder Gary McNeil, Vice President, Marketing, Parature Inc.
  2. 2. Our Business <ul><li>Parature is a leading provider of on-demand software (SaaS) for customer service and support </li></ul><ul><li>Parature enables organizations to: </li></ul><ul><li>Reduce the cost of supporting their customers </li></ul><ul><li>Have a 360 view of customer issues </li></ul><ul><li>Retain their customers </li></ul><ul><li>Improve customer satisfaction </li></ul><ul><li>Generate more revenue from their base </li></ul><ul><li>Deliver “legendary” customer service </li></ul>
  3. 3. <ul><li>One stop shopping </li></ul><ul><li>One integrated software suite – on-demand </li></ul><ul><ul><li>Parature Portal </li></ul></ul><ul><ul><li>Parature Ticket </li></ul></ul><ul><ul><li>Parature Knowledgebase </li></ul></ul><ul><ul><li>Parature Reporting </li></ul></ul><ul><ul><li>Parature Chat </li></ul></ul><ul><ul><li>Parature Forum </li></ul></ul><ul><ul><li>Host of other modules </li></ul></ul><ul><li>“ 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.” </li></ul><ul><li>- JobFox </li></ul>Parature - One Integrated Suite
  4. 7. Macro Trends on Customer Service and Support Source: SSPA and Wikipedia, 2007 <ul><li>Support Channel preferences are radically changing with each generation </li></ul><ul><li>New technology trends can impact customer service behavior </li></ul><ul><li>Understand who your target customer is and how they prefer to be supported </li></ul><ul><li>A new generation of Service Desk Agents embracing newer technology </li></ul>
  5. 8. Typical Virtual World / MMORPG Concerns <ul><li>The “forgotten” infrastructure aspect - support </li></ul><ul><li>Uncertainty in number of users, support requests </li></ul><ul><li>Expect significant growth </li></ul><ul><ul><li>How to account for increased support requests </li></ul></ul><ul><ul><li>How to account for staff headcount </li></ul></ul><ul><li>Scalability, reliability of support product </li></ul><ul><li>Automation of tasks, reduction of repetitive issues </li></ul>
  6. 9. How Does Parature Bring Value to Gaming and Virtual World Companies?
  7. 10. Flexible Support Portal
  8. 11. Beyond Initial Self-Service: Easy Ticket Process, View and Search
  9. 12. In-Game Chat Support (XMPP)
  10. 13. Back-End Automation Tickets from phone, email, web; all in a centralized area, routed and tracked automatically
  11. 14. Automated and Detailed Reporting and Metrics
  12. 15. Executive Summary Reporting
  13. 16. Dashboard Reporting
  14. 17. Customer Prioritization (Time Sensitive Alerts/SLA’s)
  15. 18. How to Reduce Issues and Maintain Steady Support Headcount <ul><li>Provide best practice self-service capabilities </li></ul><ul><ul><li>Filtered Knowledgebase </li></ul></ul><ul><ul><li>Single sign-on </li></ul></ul><ul><ul><li>Troubleshooter </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Dynamic “Most Popular Topics” </li></ul></ul><ul><li>Provide automation and enable your support reps to “do more with less ” </li></ul><ul><ul><li>Reduce or eliminate manual ticket assignment </li></ul></ul><ul><ul><li>Built-in reporting </li></ul></ul>
  16. 20. Beyond the Game: Empower Your Players with Self-Service Support July 22, 2009 David Schroeder
  17. 21. <ul><li>iWin, Inc </li></ul><ul><li>Support Limitations </li></ul><ul><li>Opportunities </li></ul><ul><li>Product Vendors </li></ul><ul><li>Self-Service Support </li></ul>Agenda
  18. 22. iWin, Inc <ul><li>iWin is an award-winning developer, publisher and distributor of innovative, high quality casual games for the mass market </li></ul><ul><ul><ul><li>Jewel Quest 2 won Zeeby’s Best Puzzle Game for 2007 </li></ul></ul></ul><ul><li>iWin operates one of the leading casual game portals, </li></ul><ul><ul><ul><li>5.6m monthly unique visitors (source: Comscore) </li></ul></ul></ul><ul><li>iWin’s games are based on original and licensed IP delivering unique storylines, proven game mechanics, and strong replay value </li></ul><ul><ul><ul><li>Jewel Quest, Mah Jong Quest, JoJo’s Fashion Show, Family Feud </li></ul></ul></ul>
  19. 23. iWin, Inc
  20. 24. Support Limitations <ul><li>iWin needed to respond to a high volume of website visitors </li></ul><ul><ul><li>To provide: </li></ul></ul><ul><ul><ul><li>Billing/Account service </li></ul></ul></ul><ul><ul><ul><li>Technical support </li></ul></ul></ul><ul><ul><ul><li>Game Play advice </li></ul></ul></ul><ul><ul><li>To maximize the e-commerce opportunities </li></ul></ul><ul><ul><li>To encourage subscription membership </li></ul></ul>
  21. 25. Support Limitations <ul><li> Support Offerings </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><ul><li>Each submission required a unique reply </li></ul></ul></ul><ul><ul><li>Static FAQs </li></ul></ul><ul><ul><ul><li>Some content was out of date </li></ul></ul></ul><ul><ul><ul><li>It was difficult to publish new content </li></ul></ul></ul><ul><ul><ul><li>Site changes in product and features were not mirrored in the support answers </li></ul></ul></ul>
  22. 26. Support Limitations <ul><li>System Constraints </li></ul><ul><ul><li>Email support only </li></ul></ul><ul><ul><li>One to one support </li></ul></ul><ul><ul><li>No analytics driving actions </li></ul></ul><ul><ul><li>Answering repetitious questions on account and technical issues </li></ul></ul><ul><ul><li>All incoming incidents and customers were equal in priority </li></ul></ul><ul><ul><li>No webportal for self-service on a 24 x 7 basis </li></ul></ul>
  23. 27. Support Limitations <ul><li>A monthly backlog of open tickets existed </li></ul><ul><ul><li>Even with a best effort by the support staff, there was a significant monthly backlog of open tickets </li></ul></ul><ul><ul><ul><li>The number of opened tickets per week consistently exceeded the number of closed tickets </li></ul></ul></ul><ul><ul><li>Some of the customers would open multiple tickets on the same issue because the response time from a CSR surpassed their wait time expectations </li></ul></ul>
  24. 28. Opportunities <ul><li>Email support only </li></ul><ul><ul><li>Deliver alternatives to email such as knowledgebase articles and web based form submission </li></ul></ul><ul><li>One to one support </li></ul><ul><ul><li>Shift to a one to many support model </li></ul></ul><ul><ul><li>Enable 24x7 self-service (weekends & nights are popular periods for gaming) </li></ul></ul><ul><ul><li>Surface knowledgebase articles for the most common issues/questions </li></ul></ul><ul><ul><li>The knowledgebase will present solutions to the customer’s queries and reduce incoming incidents </li></ul></ul><ul><ul><li>Notify customers of service outages through alerts and banners </li></ul></ul><ul><ul><li>Our support staff will create, review and publish knowledgebase content </li></ul></ul>
  25. 29. Opportunities <ul><li>Use analytics to drive actions </li></ul><ul><ul><li>Use real-time dashboards for daily call center management </li></ul></ul><ul><ul><li>Use standard and custom reports that produce data to discover trends, product deficiencies or other issues </li></ul></ul><ul><li>Improve game play support </li></ul><ul><ul><li>Add forums to the website </li></ul></ul><ul><ul><li>Players can give and receive game play help </li></ul></ul><ul><ul><li>iWin will moderate the forums </li></ul></ul>
  26. 30. Opportunities <ul><li>Answering repetitious questions through the knowledgebase </li></ul><ul><ul><li>Produce knowledgebase articles for the most common issues so the players can help themselves </li></ul></ul><ul><ul><li>Customers that find their own answers do not need to submit a ticket and wait for a reply </li></ul></ul><ul><ul><li>Free up the CSRs to focus on more challenging issues </li></ul></ul><ul><ul><li>This will reduce the overall queue and help control the backlog of open incidents </li></ul></ul>
  27. 31. Opportunities <ul><li>Prioritize incoming incidents and customers </li></ul><ul><ul><li>The tiers of service would deliver: </li></ul></ul><ul><ul><ul><li>Tier 0 = self-service only through the knowledgebase and possibly forums </li></ul></ul></ul><ul><ul><ul><li>Tier 1 = the same as Tier 0 plus web based form submission of incidents </li></ul></ul></ul><ul><ul><ul><li>Tier 2 = the same as Tier 1 plus a defined SLA for response time </li></ul></ul></ul><ul><ul><ul><li>Tier 3 = the same as Tier 2 plus the option of ichat or telephone support </li></ul></ul></ul>
  28. 32. Opportunities <ul><li>To be successful, customer support organizations need three things (given a viable commercial product) </li></ul><ul><ul><li>Quality people operating as an inspired team </li></ul></ul><ul><ul><li>Effective process and procedures that fit the work flow </li></ul></ul><ul><ul><li>Systems that make information available to the right people at the right time </li></ul></ul><ul><ul><ul><li>iWin needed a better systems solution </li></ul></ul></ul>
  29. 33. Opportunities
  30. 34. Product Vendors <ul><li>iWin contacted 17 Help Desk vendors </li></ul><ul><li>iWin sent out a Request for Proposal </li></ul><ul><li>Some of the key vendors considered were </li></ul><ul><ul><li>FrontRange </li></ul></ul><ul><ul><li>Neocase </li></ul></ul><ul><ul><li>NetSuite </li></ul></ul><ul><ul><li>Parature </li></ul></ul><ul><ul><li>RightNow Technologies </li></ul></ul><ul><ul><li>SugarCRM </li></ul></ul>
  31. 35. Product Vendors <ul><li>Key decision criteria </li></ul><ul><ul><li>Hosted solution </li></ul></ul><ul><ul><li>Knowledgebase </li></ul></ul><ul><ul><li>Reporting and Analytics </li></ul></ul><ul><ul><li>Implementation Services </li></ul></ul><ul><ul><li>Ongoing Support </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Interest in our business </li></ul></ul><ul><ul><li>Pricing </li></ul></ul>
  32. 36. 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
  33. 37. Product Vendors <ul><li>Went with Parature because: </li></ul><ul><ul><li>They addressed our original concerns </li></ul></ul><ul><ul><li>Support portal customization </li></ul></ul><ul><ul><li>Ease of use by the CSRs and customers </li></ul></ul><ul><ul><li>Promise of an easy implementation </li></ul></ul><ul><ul><li>Sales team and promise of ongoing support </li></ul></ul><ul><ul><li>Price </li></ul></ul>
  34. 38. Self-Service Support <ul><li>The average estimated cost of customer service, by contact channel: - Gartner/Avaya, 2005 </li></ul><ul><ul><li>Web self-service - $0.65 </li></ul></ul><ul><ul><li>Phone self service (IVR) - $1.85 </li></ul></ul><ul><ul><li>Email - $2.50 </li></ul></ul><ul><ul><li>Phone (with live agent) - $4.50 </li></ul></ul><ul><ul><li>Web chat - $7.50 </li></ul></ul>
  35. 39. Self-Service Support <ul><li>iWin relies on the Parature support portal </li></ul><ul><li>It provides immediate consumable support </li></ul><ul><li>It minimizes our users time lost from gaming </li></ul><ul><li>&quot;Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.&quot; </li></ul>
  36. 40. Self-Service Support <ul><li>The Parature software is scalable </li></ul>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
  37. 41. Self-Service Support <ul><li>We encourage our customers to use our support portal on their own </li></ul><ul><ul><li>We have a explanatory video clip on the welcome page </li></ul></ul><ul><ul><li>We use images in our step by step instructions </li></ul></ul><ul><ul><li>We keep the knowledgebase articles fresh </li></ul></ul><ul><ul><li>We tailor the presentation of the material to our audience </li></ul></ul>
  38. 42. Self-Service Support <ul><li>Customization of our portal was very important to iWin </li></ul><ul><ul><li>We wanted our brand extended </li></ul></ul><ul><ul><li>We wanted it to look fun – not sterile </li></ul></ul><ul><ul><li>We wanted the ability to change the look and art on our own – when needed </li></ul></ul><ul><ul><li>We wanted to notify our customers of service outages or other events that may interrupt their playing experience </li></ul></ul>
  39. 43. Self-Service Support
  40. 44. Self-Service Support
  41. 45. Self-Service Support <ul><li>A live demo of our explanatory video: </li></ul><ul><ul><li>http:// / </li></ul></ul>
  42. 46. Self-Service Support <ul><li>Our live support portals </li></ul><ul><ul><li>http:// / </li></ul></ul><ul><ul><li>http:// / </li></ul></ul><ul><li>We are not Rock Stars </li></ul><ul><ul><li>People come to our site to play games – not to deal with support issues </li></ul></ul><ul><ul><li>The games are the stars </li></ul></ul>
  43. 47. Self-Service Support <ul><li>Our users gravitate to online videos </li></ul><ul><li>Their systems support the technology </li></ul><ul><li>Most are familiar with internet video </li></ul><ul><li>The pace is can be as unique as the gamer </li></ul><ul><li>Videos can be interesting </li></ul>
  44. 48. Self-Service Support <ul><li>We are using online video for: </li></ul><ul><ul><li>“ How to” explanations </li></ul></ul><ul><ul><li>Short videos on single subjects </li></ul></ul><ul><ul><li>Speeding up user familiarity with iWin </li></ul></ul><ul><ul><li>The transfer of knowledge </li></ul></ul>
  45. 49. Self-Service Support <ul><li>The use of video helps our users to understand our instructions more clearly </li></ul><ul><ul><li>This reduces the incoming tickets </li></ul></ul><ul><ul><ul><li>Or minimizes the dialogue in the ticket conversation </li></ul></ul></ul>
  46. 50. Self-Service Support <ul><li>We needed a video editing product that would: </li></ul><ul><ul><li>Be cost effective </li></ul></ul><ul><ul><li>Be easy to use out of the box </li></ul></ul><ul><ul><li>Produce acceptable quality </li></ul></ul><ul><ul><li>Allow us to produce and edit existing content quickly </li></ul></ul>
  47. 51. Self-Service Support <ul><li>After reviewing several products on the market such as BSR Screen Recorder, ScreenShow Pro, Adobe Captivate – we settled on TechSmith’s Camtasia Studio </li></ul>
  48. 52. Self-Service Support <ul><li>The steps you need to take to record and publish your online video are: </li></ul><ul><ul><li>Capture the video </li></ul></ul><ul><ul><li>Edit the captured content </li></ul></ul><ul><ul><li>Publish the clip through the Parature system </li></ul></ul><ul><ul><li>Verify the video clip is properly located and the quality matches your expectations </li></ul></ul>
  49. 53. Self-Service Support <ul><li>For our purposes, a short video clip is more effective than a technical manual </li></ul>>
  50. 54. Self-Service Support <ul><li>iWin Self-Service Metrics </li></ul><ul><ul><li>130,000 to 190,000 Page Views per week </li></ul></ul><ul><ul><ul><li>50 to 70 Page Views to 1 Ticket </li></ul></ul></ul><ul><ul><li>20,000 to 30,000 KB Articles Viewed per week </li></ul></ul><ul><ul><ul><li>8 to 10 KB Articles Viewed to 1 Ticket </li></ul></ul></ul><ul><ul><li>The most popular online article we have is: </li></ul></ul><ul><ul><ul><ul><li>How can I install or reinstall my purchased game? </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>It has been viewed externally over 118,000 times in just over a year </li></ul></ul></ul></ul></ul>
  51. 55. Self-Service Support <ul><li>The Self-Service capabilities on our support portal </li></ul><ul><ul><li>Keeps us from being overwhelmed during times of crisis </li></ul></ul><ul><ul><li>Allows our players to obtain support on a 24x7 basis </li></ul></ul><ul><ul><li>Allows us to rapidly publish content </li></ul></ul><ul><ul><li>Provides an iWin service reference point </li></ul></ul><ul><ul><li>Saves iWin money and our players time </li></ul></ul>
  52. 56. Self-Service Support <ul><li>Thanks for coming by. </li></ul>
  53. 57. Follow us on <ul><li>http:// / </li></ul><ul><li>http:// </li></ul><ul><li>http:// </li></ul><ul><li>http:// </li></ul><ul><li> </li></ul>Questions?