作者：Mark Woo和Morgan Hall

我们都知道出色的客服支持（CS）将对你的业务带来积极影响。然而许多业务却并未去搞清楚出色的CS到底能创造出多大的影响。很早以前优秀的CS便一直被当成是满足用户的重要工具。客服支持政策对于用户留存，盈利以及第一次购买的程度将决定着分析调查，而本篇文章将突出East Side Games一款备受瞩目的Facebook游戏中的发现。

量化客服支持的成功

East Side Games的咒语的一大基础便是创造并使用我们现有的分析基础。基于我们游戏后端以及来自许多伙伴的各种来源分析数据是提出实际问题去完善我们用户体验的关键。

我们尝试着去回答“第一天的回应与用户盈利和用户留存之间的关系有何重要性？”

我们创造了两个群组并逐一进行比较。我们与第一个群组保持着24小时内的通信。而与第二个群组则是在2至7天内进行通信。

对于结构我们感到非常惊讶。比起那些保持着即时通信的人，在那些在2至7天内进行通信的群组中，每付费用户平均收益下降了28%。

retained-monetizers-after-correspondence（from-gamasutra）

就像上图所呈现的，在通信后盈利用户的用户留存间存在着巨大的差别。我们发现如果忽视了第一天的通信便会导致25.77%的盈利下降。

PDAU-coversions（from-gamasutra）

最终我们的数据分析证实了第一天的通信能够更有效地实现第一天的购买。

量化你的客服支持是测量客服支持政策影响的第一步。然而这并不是推动它的唯一元素。它不会降低与用户通信的质量。

开始

保持你的CS团队了解你的分析的主要参数，即关于回应事件和用户满足，这是创造一个友好的CS策略的基本元素。使用分析去检查了解用户的历史及其对于A/B测试的行为。明确CS所引起的各种成本费用，并将其与你所推断出的奖励相比较能够帮助你进一步定义政策。

我们用于提高转换率的内容

将最短回应时间的速度提升到24小时。

为所有新手（游戏邦注：即来自盈利用户和新用户）创造一个过滤系统。

自动回应那些未能触及个人电子邮件的用户。

将覆盖范围提升到一周7天。

提升我们用户页面和社区论坛上的警觉性和互动性。在可能的时候贯穿标准渠道外部的用户。

提升玩家的信任去刺激用户的满足度。

尽管硬数据呈现的反应时间很重要，但这并不意味着你应该外包你的CS以强调数量而非质量。我们专门的客服户支持团队通过不断玩游戏并在各种渠道上与用户互动而预测了这一数据。我们每天都在实践游击CS战术，即包括众所周知且备受社区尊重的组合Facebook角色。有时候也会面向那些帮助巩固社区渠道的广泛社区用户提供一些推广。识别出这些用户并提供给他们一些权利不仅能够帮助你们创建更强大的社区，同时还能增强你的CS的警觉性和威力。

从发现中我们得出的结论是，CS不只是一种有效的理念，同时还是盈利的重要部分。我们应该将高质量的CS执行方法当成是更大的收益策略的重要组成部分。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

How We Increased Our Conversion Rate By 514% Through Customer Support

by Mark Woo and Morgan Hall

We all know that great customer support (CS) has a positive effect to your business. However, many businesses neglect finding out just how much of an impact average to amazing CS does. Good CS practices have long since been held as a necessary tool for customer satisfaction. The degree in which customer support policies affect metrics like retention, monetization and first time purchases warrants analytical investigation, this article highlights the findings within one of East Side Games high profile Facebook games.

Quantifying Customer Support Success

One of the cornerstones to East Side Games mantra is building and using our own analytical databases. Parsing data from various sources in the back end of our games as well as apis that we use from our many partners is key in asking smart actionable questions in improving our user experience.

We wrote queries that tried to answer the question, “Just how important are Day 1 responses in relation to user monetization and retention of those who continually monetize?”

We created two cohorts and compared the side by side. The first cohort were users who we corresponded with within 24 hours. The second cohort were users who we corresponded with within 2 to 7 days.

What we found out was astonishing. There was a drop of 28% of revenue per paying user with those who were corresponded with within 2 to 7 days compared to those who were immediately responded to.

As the above chart shows, there is a sizable difference between the retention of monetizing users after the correspondence. These were correspondences with users that monetized before and continued doing so after. We see that neglecting Day 1 correspondence leads to a 25.77% drop off of monetization.

Finally, our data analysis demonstrates that Day 1 correspondence is five times more effective in converting first time purchases in the game.

Quantifying your customer support is a great first step in measuring out the impact of your customer support policies. However, it shouldn’t be the only thing driving it. One cannot demote the quality of the correspondence with users through personable and amicable means.

Getting Started

Keeping your CS team knowledgeable on key metrics in your analytics, with regards to response time and customer satisfaction is fundamental in developing a holistic CS strategy. Use analytics to scrutinize user history and their behavior to A/B test your customer support approach. Determining the varying costs incurred by CS and comparing them with your inferred rewards should help define your policies moving forward.

Things We Did To Increase Conversion

Increase the speed of our minimum response time to 24 hours

Created a filter system for all new tickets which highlights those from monetized and new users.

Automated responses for users not yet able to be reached through a personal email.

Increased our coverage to 7 days a week.

Mandated constant vigilance and interaction on our fan page walls and community forums. Intersect users outside of standard channels when possible.

Increased player crediting to stimulate customer satisfaction metrics.

Community infiltration through personas and employing some members of your online community.

Although hard data shows that response times are critically important, that doesn’t mean you should outsource your CS in effort to emphasize quantity over quality. This data is predicated on our dedicated in house customer support team that constantly plays our games and interacts with users through various channels. We practice guerilla CS tactics daily which include fabricated Facebook personas that are well known and respected in the community. Sometimes pseudo promotions are given to prevalent community users who help moderate community channels. Identifying these users and empowering them not only builds a stronger community but also strengthens the vigilance and power of your CS.

The conclusions drawn from our findings are that CS is not just a good idea but an important part of monetization. The seriousness in which ticket times and the way quality CS is executed should be considered as part of a larger revenue strategy.(source:gamasutra)