Reject Negative Gama-reputation: Gamanians, We’ve Still Got Work to Do!

The Group Staff Survey 2010/2011 result (1) gathered Gamanians’ thoughts and opinions about the company, among which the item, ‘customer service’ showed that there is room for improvement regarding managing relationship with internal and external clients. When thinking about how to improve customer satisfactory rate, we should consider both internal and external aspects. If every unit in a company could provide good service, naturally they could provide better products and services to external clients. It is all correlated. If Gamania could commit to customer service on all fronts then we could turn around the bad Gama-reputation that players perceive us.

Result of Satisfactory Level of Interaction between Gamanians and Internal & External Clients (footnote A) 

                                                                                                         (Source of information: see footnote 1)

Internal client interaction means the collaboration with other departments; external client interaction means collaboration or interaction with external companies or players. 

From the above survey we could see that Gamanians is satisfied with “I possess skills and trainings that could effectively satisfy the demands of my service object”, but in items such as “I’m satisfied with my relationship with service object” and “I have the authority to make necessary decision to satisfy the demands of my service object”, there is still room for improvement. 

Source of picture: http://www.b2who.com

How Much Do You Know About Players of Gamania ?

According to Gamania’s Brand Loyalty and Satisfaction Survey 2011(2), Taiwanese players show relatively low overall satisfaction rate towards online game market, however the overall satisfaction rate for Gamania was rendered ‘somewhat satisfied’. If we read into the result, we could see that Gamania’s performance was slightly declined when compared with 2010 in which the overall rating dropped slightly. The aspects of ‘entertainment’ , ‘diversity’ and ‘new product exposure’ have improved but in terms of ‘server stability’ and all other service aspects, there is still room for improvement.

Providing players a satisfactory game experience is Gamanians’ mission. Players’ opinions are the fuel for our growth and improvement. Below is an extract from The List of Players Service Demand 2011(3) provided by Customer Service, GTW, and Survey of Players’ Service Satisfactory Level in Later Half of Year 2011(4) provided by Market Research Group, GTW. These results enable us to understand better what the players are thinking about!

The most common reasons for players to call customer service (see footnote 3) 

ü   Inquire about point card status       

ü   Queries regarding upgrading main account (for beanfun! members)     

ü   Complain/feedback about game content (Maple Story)     

ü   Other game related queries (Maple Story)  

ü   Problems in executing games (Maple Story)   

ü   Modify general verification mailbox (for beanfun! members)      

ü   VIP hotline (for beanfun! members)  

ü   Other error messages (web-bf)

ü   How to retrieve beanfun password (for beanfun! members) 

Players’ Satisfaction Chart (see footnote 4)

1^st place: customer service personnel is friendly and patient 

2^nd place: customer service personnel speaks in a moderate tempo, not too fast

3^rd place: customer service personnel clearly understands the question I ask

4^th place: customer service personnel seems keen in helping me solve the problem

5^th place: customer service personnel answers my question in details 

5^th place: customer service personnel’s answer is easy to understand 

Room for Improvement Chart (see footnote 4)

1^st place: waiting time before connecting to customer service personnel 

2^nd place: amount of handling time taken by customer service personnel 

3^rd place: amount of time speaking with customer service personnel 

3^rd place: customer service personnel can solve game related problems for me

5^th place: customer service personnel can solve my problem once and for all, I do not need 

5^th place: customer service personnel can provide information about game content or relevant campaigns/activities 

Note: Telephone customer service is the most frequently used channel by players. The 2^nd and 3^rd chart reveal the survey result of what the players think about telephone customer service. Chart 2 has two items (5^th place) that share the same score; chart 3 has two 3^rd places and two 5^th places that share the same scores respectively. 

Raise the Bar of Customer Service Satisfaction Level: More Work Needs to be Done

Currently over half of the most frequently used customer service channel is through beanfun! customer service center (including contact us/email, digital fax, Q&A) and telephones, among which telephone customer service is the most important. Players think that in general Gamania customer service personnel provides good consulting function and service attitude, however in terms of solving problems and the amount of time taken, there is still room for improvement. Other customer service channels include physical fax, digital fax, email, mail and official website of games. The result of Survey of Players’ Service Satisfactory Level in Later Half of Year 2011 (see footnote 4) reveals that players’ rating is above the average! 

Even though customer service unit shoulders the responsibility of direct communication with the customers and help solving problems, this task actually requires collaboration across all departments to assist our front line staff to service customers. For example, when there is an abnormality in the system, if the relevant department could update the announcement in a timely manner so the players could be aptly informed and prepare for it, then the call center wouldn’t be inundated with the calls.  

Reinforce Customer-Oriented Thinking 

Customer-oriented thinking is the focus that all internal departments need to work on. In the meantime, the collaboration between colleagues should also be regarded as an important part of customer service because every action, behavior and thought will ripple like butterfly effect and impact the end result. This is also a focal point of customer service on all fronts! Everyone should try to think from the customers’ shoes and actively seek to improve the product and the quality of service, in doing so, our internal colleagues and players will be more and more pleased with Gamania. We need to nail customer service on all fronts, Gamanians, let’s do the right thing! 

Source of Information: 

[1] Group Staff Survey 2010/2011 result was provided by Group HR

[2] Gamania’s Brand Loyalty and Satisfaction Survey 2011 was provided by Group Strategic Office.

[3] The List of Players Service Demand 2011 was provided by customer service unit, GTW.

[4] Survey of Players’ Service Satisfactory Level in Later Half of Year 2011 was provided by market research group, GTW.