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If you?re old enough to remember when the latest in gaming technology meant circles eating dots, triangles shooting dots and rectangles hitting dots back and forth, you?re old enough to know that games and the gaming industry have been on a meteoric rise to maturity.
Perhaps in no other industry is customer engagement, combined with lightning-fast support, more important. Gamers demand a rich and rewarding product experience, but when it comes to customer support, what matters most is efficient customer service and a quick resolution of problems, according to a November 2011 Econsultancy Multichannel Customer Experience Report.
Serious About Service
Gaming companies are actively listening to their customers, investing in more customer service channels and more efficient CRM practices that allow a small support team to provide service to thousands or even millions of users. Main focuses are on mobile, social and in-game support. Gaming companies are smartly incorporating a media-rich knowledgebase as part of their games and social media pages, with an organized offering of ?how do I? solutions for every level of player from how to play and how to level up, to how to purchase more currency and standard technical information such as how much RAM is required to run a game.
How-to videos and images, in addition to standard articles and FAQs, deliver better and faster customer engagement. An in-game or on Facebook ticketing system, or an additional offering of live chat, allows users to quickly submit more complex questions. For the gaming industry, the more customary support channels such as phone and email are primarily used for billing questions.
So Many Customers, So Little Time
Even though gaming companies rely heavily on self-service for their multitude of online customers, promptness of service still remains a primary issue. Many companies as they mature and grow are using purchase and customer loyalty data to create service tiers, delivering the speediest service to those who spend the most or have played the game the longest, says Josh Laughner, resident gaming enthusiast/subject matter expert at Parature. They are also leading the way in multi-language service as games go global, evolving as necessary as their gaming audience grows and diversifies.
The Gaming Industry by the Numbers
The numbers associated with the growth of the gaming industry are impressive. According to the NPD Group, U.S. computer and video game sales have grown from 5.5 billion in 2000 to approximately 16 billion in 2010. eMarketer predicts that the number of U.S. social gamers will grow to 68.7 million in 2012.
The gaming industry is now at the forefront of innovation and technology, turning all previous stereotypes about gaming on their heads. Check out Parature?s Growth of Gaming infographic which holds some significant and surprising numbers.
Want to learn more about the gaming industry and its meteoric growth? Join Parature at the Game Developers Conference (GDC), March 5 ? 9 in San Francisco. You can find us at Booth #644. The GDC is the largest annual gathering of game developers, industry leaders and business professionals, now in its 25th year.
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