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美国动视高管谈《使命召唤》社交网站客服策略成效

发布时间:2011-02-20 18:42:06 Tags:,,,,

与其他游戏公司一样,推出了《使命召唤》和《吉他英雄》等视频游戏的美国动视,现在也开始通过社交网站为玩家提供客户服务,这种策略也同样让该公司遇到了测评客服效能的麻烦。

据该公司全球客服高级经理迈克尔·希尔(Michael Hill)所称,他们正想方设法评估社交网站客服解决方案的成功率。

游戏邦获悉,动视公司以往每发布了一款新游戏,或者更新游戏内容的时候,几乎都能准确预测到用户的电话服务请求,以及电邮服务要求的数量,但《使命召唤:现代战争2》(Call of Duty: Modern Warfare 2)正式登场后,这种预测就完全失效了。

call-of-duty-modern-warfare-2

call-of-duty-modern-warfare-2

希尔表示,自从在Twitter开通客服后,公司收到的电子邮件和电话大大减少了,并没有达到原先所预测的那么多。他认为开通社交网站客服,与25%的电子邮件和电话减少有直接的关系。《使命召唤》这款游戏的客服情况更是说明了这一点。

动视公司的全球客服中心运行的是RightNow系统,其中还部署了RightNow Cloud Monitor。希尔表示社交网站客服虽然使用方便,但却难以评估它的实际效果,“我想这是一种适应市场需求的策略,用户很喜欢通过这种途径追求帮助。但这样就很难获得有效的测评参数,虽然我们很追求一次性解决问题,但采用社交网站客服就是很难测评出首次呼叫解决的成功率是多少。”

不过他同时也指出,社交网站客服的一个明显优势在于,它极大地提高了客户满意度。

社交网站客服策略的成功,让动视公司不得不部署一些Twitter和Facebook的专职客服人员,这些工作人员同时还要负责处理电话和电子邮件的服务请求,因为希尔想让客服系统覆盖多种渠道。

希尔表示,因为不少用户总是在凌晨2点钟左右请求服务,所以社交网站客服人员就不得不24小时在线值班。但这并不是因动视游戏玩家遍及全球所致——虽然该公司提供全球多种语言的电话和电子邮件客服系统,但目前仅在德国和法国开通社交网站客服。

游戏邦获悉,动视公司还将社交客服和社交媒介的市场营销活动进行结合——这两个部门的人员在同一屋檐下工作。用希尔的话来说就是,“市场营销人员并不擅长为客户提供解决方案,

而客服人员往往搞不清游戏的下一场活动是在何时举办,所以这二者可以进行互补。”

为了更好地服务用户,动视主要通过首次呼叫解决率(first call resolution,简称FCR)来评估客服质量,但希尔认为,不管是针对社交网站客服,还是其他客服渠道,这种方法其实还是难以实现目标,“我们认为只有用户本人才能告诉你,FCR到底有没有达标。”

为了获得有效的答案,动视公司经常会向用户发送含有5个问题的调查问卷,其中还包括一个NPS(net promoter score,净推荐值,又称净促进者得分)问题。

据游戏邦了解,在开通社交网站客服之前,该公司还提供了自助客服数据库、电话和电子邮件这些客服务渠道。

动视客服中心同样高度重视成本效益,该公司目前的交互式语音应答(IVR)服务有70%的呼叫改向率,这种服务的成本仅占电话客服人员解决方案的十分之一。

希尔表示,他们希望尽可能让用户通过自助方式解决问题。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Game maker’s social media customer service strategy taps self-service, marketing

Like many companies, Activision, the maker of popular video games like “Call of Duty” and “Guitar Hero,” has begun to experiment with serving its customers via social networks.

And also like many companies, Activision is having trouble determining the effectiveness of its social media customer service strategy.

For more on social media strategy

Get some tips on using traditional channels tomeasure social network-based customer service

Learn why measuring the ROI of social CRM can be so difficult

“We’re all struggling in coming up with metrics for success rates in social media,” said Michael Hill, senior manager global customer service with the Santa Monica, Calif.-based company.

Activision does, however, have some anecdotal evidence suggesting its efforts are paying off. Each time it releases a new or updated game, Activision runs a projection of the number of incoming service requests the company will get via phone and email. Over the years, the company has gotten very accurate with its forecast, Hill said.

Yet, when Activision released “Call of Duty: Modern Warfare 2,” one of its most popular games, its forecast was off — way off.

“We can get that to a pretty exact number,” Hill said. “The year we launched social media on Twitter, none of our email or phone numbers hit. I think we attributed like a 25% reduction to social media. It was the only way to explain it away. Especially with ‘Call of Duty,’ which we go way back with.”

Activision runs RightNow in its call centers, a combination of in-house and outsourced, which are located around the world The deployment includes the RightNow Cloud Monitor. Hill is happy with it, but beyond seeing some impact in service request volume, he is having a hard time measuring its effect.

“I think it’s just an adjustment in the market,” Hill said. “People like to use that method of seeking support. But I’ve yet to get hard metrics. We do target first contact resolution, and it’s very hard to determine with social media.”

There is one clear benefit, Hill said, “from a C-Sat [customer satisfaction] perspective, it’s a total home run.”

Staffing social network customer service and integrating marketing

Activision’s success with its social media strategy means the company now has dedicated staff for the Twitter and Facebook channels. While those agents also handle requests from email and the phone, Hill needs constant coverage.

“We found with social media we have to have it going around the clock,” he said. “A lot of customers expect to go on at two o’clock in the morning and have somebody there.”

No doubt that’s due in part to Activision’s customer base — gamers — but not necessarily its global footprint. While Activision has global language support for phone and email, it’s just branching out into social networking customer service in Germany and France.

Social CRM initiatives have typically found more traction in marketing departments, and Activision is also using Twitter and Facebook there. It’s also taken early steps to integrate social service and social marketing — the people in the respective departments work in the same room.

“The marketing people aren’t really skilled for consumer support, and my guys don’t have a lot of info on when the next tournament is going to happen,” Hill said.

Focusing on customer service metrics

The ultimate goal, of course, is to serve this to the customer, and Activision judges based on a few key metrics, primarily first call resolution (FCR). And Hill explained that’s difficult to measure — not just with social channels, but everywhere.

“What we’ve figured out is that the customer is the only one to tell you if FCR was achieved or not,” he said.

To get that answer, Activision sends out five-question surveys, which also include a net promoter score (NPS) question.

Besides, the social channels still come in dead last after the self-service knowledge base, phone calls to the 800 number and then email.

Like most contact centers, Activision keeps a close eye on cost efficiency. While Hill doesn’t like to use the term call deflection these days, the company is getting about 70% deflection from the interactive voice response (IVR), a big savings since requests handled through the IVR cost him about a tenth of what it costs for a live agent to handle it on the phone.

“With gaming we like self-service to handle things wherever possible,” Hill said.(source:searchcrm)


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