How to Measure Customer Satisfaction from Customer Support in the Games Industry - TELUS International Europe

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  • How to Measure Customer Satisfaction from Customer Support in the Games Industry

    In the past few posts on customer support in the games industry we’ve explained the potential benefits of implementing customer support for gamers and the best practices for implementing it. Now that we agreed that providing exceptional customer interactions, alongside popular games, can directly impact the bottom line and know how to implement customer support for players the next question is how to measure its success. In this article we’ll focus on how to measure customer satisfaction after implementing customer support for players.

    As customer service becomes more consistent and homogenous, the traditional customer satisfaction measure (CSAT) becomes less helpful for driving business improvements. Instead, Net Promoter Score (NPS) is an extremely powerful tool for assessing whether a studio’s brand commitment to its customers is being recognized and fulfilled. A player’s willingness to promote a service or product to friends and family is based upon many criteria, but in most cases requires the customer support team to meet and exceed the expectations set by brand and marketing messages.

    The Net Promoter framework can create processes and systems that help everyone focus on earning the loyalty of players and employees. The business payoffs are substantial, as loyal and passionate gamers play longer, spend more, share ideas, and shout out your company’s praises within their networks.

    The same holds true for the customer service reps that enjoy working for your organization, generate new ideas, and take those extra steps to truly delight players. As a result, it’s not hard to see why loyalty correlates with sustainable, profitable growth. On average, an industry’s loyalty leader grows more than twice as fast as its competitors (Source: Bain & Company).


     Source: Image from CheckMarket Survey Solutions

    The ability to quickly gauge your enterprise’s overall health with a single NPS score is useful to let you know whether you need to make changes. However, NPS is not enough to tell you what changes you need to make.

    The Net Promoter Score has become a popular customer loyalty metric, but you need more than a simple measure of the likelihood of receiving player recommendations to help you identify problems in enough detail to get back on track.

    That’s why the metric’s proponents are now recommending you ‘close the loop’ with follow-up questions that get to the root of your customers’ neutrality or lack of satisfaction. Studios looking to transform their Net Promoter Scores into actionable insight should consider an NPS-integrated solution.

    – Ask the right questions in the right way

    – Dig more deeply into data

    – Take immediate action based on new found knowledge

    Following up on the standard NPS question, “How likely are you to recommend our service/product to a friend or colleague?” is critical to knowing what drives customers to be Promoters, Detractors or Passive. Follow-up answers often provide the key to understanding what changes need to be made.

    Actionable information might include:

    – Where in the game are consumers dropping out?

    – What is the network effect of getting new players into the game?

    – How many players finish the game?

    – Is the game too difficult or too long?

    – Was the game overdeveloped or underdeveloped?

    – Did players finish too fast?

    – What scores are typically given by high value or frequent customers?

    – What topics or keywords frequently appear in player feedback?

    Source: Questions adapted from McKinsey & Company interview with COO of Electronic Arts.

    In today’s complex business environment you need a feedback solution that gives you a Net Promoter Score accompanied by a comprehensive analysis of all the underlying data. In this way, you can establish the groundwork for an effective NPS initiative by assigning the right leaders, forging links across functions, and reorganizing frontline teams around your players.

    For more insights on the topic of customer support in the games industry, check out our articles:

    Customer Support—a Game Changer in the Gaming Industry

    Top 6 Guiding Principles in Implementing Customer Service for Gamers

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