Gaming Industry: A Full Look at the Latest Gaming CX Industry Trends for 2021

Written by Emily Cummins  on   Feb 17, 2021

We’re excited to announce the launch of our latest Customer Service Benchmark Report! In this edition, we’ve dug in deep into the highly competitive gaming industry. We’ve analyzed how 3,000 of the largest gaming companies worldwide – including  Sega, 2K and Epic Games – provide customer service on the most popular digital support channel: email. 

The results are in and the leaderboard is set. Overall, gaming companies leave a lot to be desired on email. The majority of gaming companies are not meeting player expectations for immediate, effortless and personalized support. Companies like 2K and Gameloft are stepping up to the plate and provide some of the best email support of all gaming companies. 

Customer Service Benchmark Report – Gaming: Key Highlights

In our Customer Service Benchmark Report – Gaming, we wanted to understand how effortlessly players can receive support if a question or issue arises on email. We were surprised that only 54% of gaming companies worldwide have a readily-accessible email address, and of those, 30% ignore a simple customer service email asking for a game recommendation. Here are other key findings: 

  • 76% of gaming companies with readily available email addresses ignore customer service emails 
  • Of the gaming companies that responded, nearly 33% don’t provide a meaningful response 
  • The average response time is 39 hours
  • More than half of gaming companies that respond to customer emails don’t show empathy 
  • Mobile gaming companies are 1.7X faster at responding than console game providers 
  • Asia-Pacific companies are the fastest to respond, with an average response time of 10.3 hours, while companies in EMEA responded in 2.4 days, on average
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Gaming Companies are Away from the Keyboard

Even though email is the preferred channel for customer service, only 54% of gaming companies provide an accessible support email address. Of the companies that have an email address, 76% never respond to a simple customer service email. 

Of the few companies that took the time to respond to customer service emails, 12% didn’t provide any relevant information and a whopping 30% scored less than 5 points (out of 30 total) on our Relevance Analysis, which indicates that the responses  were not thorough or include the necessary information.  

Mediocre support is the standard according to the Support Performance Index (SPI) 

Our SPI is designed to look holistically about the quality of support provided by a company, measured by response time, personalization, empathy, and the relevance and thoroughness of a response. On a scale of 1-100, 33% of the companies that responded to a customer service email are concentrated in the 50-60 range.  The highest-scoring company on the SPI was Gumi Asia PTE (Singapore, 81.08), followed by: Game-U (US, 80.19); Gameclub (US, 79.33); 2K (US, 78.25); and Ggtech Entertainment (Spain, 76.92). 

The top 25: Gaming CX from the Top Brands 

Of the most well-known gaming companies globally, 54% don’t offer email as a customer support channel. Shockingly, 31% of these big brands ignore customer emails, failing to follow up on a simple customer question. 2K, Sega and Gameloft are among the 15% of the top 25 gaming companies to provide a personalized, meaningful email response. 

Supersonic Speed: 3 in 4 respond within 24 hours

Over 3 in 4 gaming companies respond to customers within the first day of receiving a response. Many companies are even faster: 26% respond within the first hour, 18% within 1-3 hours and 34% between 3-24 hours. Some are even faster: 101xp (1 minute), Cobra Mobile (2 minutes), ABCya.com (3 minutes) and Manavoid Entertainment (3 minutes).

Assaf Cohen, who runs Solitaire Bliss, explains, “Many gaming companies neglect response time simply because they’re overwhelmed with support tickets. We found that when we reduced our response time to one day, those users increased their game play by 11%. It’s a worthwhile investment to make.”

What empathy? Gaming companies lack a personal touch

In our email to gaming companies, we asked for recommendations for a child who was socially distancing because of the Covid-19 pandemic. We analyzed whether companies acknowledged the pandemic or inquired about the child’s interests to provide better assistance. Only 7% of companies acknowledged the pandemic, while 50% inquired about the child’s specific interests. 

These are just a few of the key gaming CX stats that we uncovered  

Gaming companies are falling short when it comes to offering meaningful support on the most preferred digital support channel: email. Gamers are notoriously loud – quick to complain amongst peers and online when something doesn’t meet their expectations. Whether it’s bugs in a game, hacked accounts, missing rewards or account assistance, gamers expect quick and convenient support. 

To get all of the juicy gaming CX findings, download your copy of the Customer Service Benchmark Report – Gaming  today!

7 Ways AI Customer Experience Can Enhance Your CX

Written by Emily Cummins  on   Feb 15, 2021

AI customer experience is emerging as one of the dominant trends in customer service – this article will explore what it is and why so many companies are adopting AI to improve their CX. Good customer experiences help people feel good about a purchase and a brand. This positive experience influences them to come back in the future. The more efficient and personalized the experience is, the more likely companies can turn a first-time customer into a long-term loyalist and advocate. 

Traditional businesses are now competing against innovative, digital-native upstarts that have grown customer bases by prioritizing the customer experience (CX). Good CX is no longer an option: 2/3 of companies compete on CX, up from just 36% in 20101. Consumer-facing companies across industries are using Artificial Intelligence (AI) to enhance user experience.

  1. What Is AI Customer Experience?
  2. How AI CX Works?
  3. How Does AI Improve the Customer Experience?
  4. 7 Examples of How AI Transforms Customer Experience
  5. The Final Word

What Is AI Customer Experience?

AI customer experience is a holistic view of how customer experience is augmented by artificial intelligence. AI CX leverages technology like machine learning (ML), deep learning, and natural language understanding (NLU) to automate all the little interactions that make up a user’s experience. The key difference between “AI customer experience” and “AI customer service” is that the former is not limited to rapid resolutions to customer questions and issues.

How AI CX Works?

One example of how AI augments customer experience is via an AI-powered chatbot. An AI chatbot can function digitally through messaging platforms like WeChat and Facebook Messenger, email, and on voice assistants like Alexa and Google Assistant. Chatbot statistics show that the biggest benefits of AI customer support chatbots are eliminating wait times historically present with human-only support, helping customer service reps work more efficiently and automating mundane tasks so human agents can focus on complex issues. Companies using chatbots for customer service create happier customers who turn into long-term loyalists and reduced customer service costs. 


Our webinar with Freshworks, Practical AI to Transform Customer Service,
is a great intro to learn how AI can work inside your existing CX.


How Does AI Improve the Customer Experience?

AI can enhance CX in many ways. It streamlines processes and improves automated support to simplify everyday tasks. According to Gartner, “58% of consumers will use AI to save time, and 56% said they’d use it to save money. The more time they save, the more likely they are to purchase a product, and the more money they save, they’re likely to return to your business to buy again.2” 

Using AI to enhance the CX pays off in many ways:

  • Customers who rate a company as delivering a “good” experience are 34% more likely to purchase more and 37% more likely to recommend3
  • Companies with a CX mindset drive revenue 4-8% higher than the rest of their industry4
  • Companies that lead in CX outperform laggards by nearly 80%5

7 Examples of How AI Transforms Customer Experience

Companies are deploying AI to create much better user experiences in these seven key ways.

  1. Create Hyper-relevant Digital Ads
  2. Power Personalized Search
  3. Help Customers Find The Best Price
  4. Provide Immediate Answers To Questions
  5. Anticipate And Prevent Issues
  6. Empower 24/7 Support Across Every Channel
  7. Eliminate The Hassle Of Returns

1. AI customer experience creates hyper-relevant digital ads

According to Joanna Coles, the former chief content officer of Hearst Magazines, “People hate advertising.” This is because, according to Marc Pritchard, the chief brand officer at Procter & Gamble, ads are often irrelevant and sometimes “just silly, ridiculous or stupid.6

Advertisements are not going anywhere, but the experience is ripe for change: 

  1. 91% of people say ads are more intrusive today than 2-3 years ago7
  2. 83% of people agree with the statement: “Not all ads are bad, but I want to filter out the really obnoxious ones”7
  3. 25.8% of internet users were blocking advertising8

To address the challenges with digital ads and make them less intrusive, brands are harnessing AI to show hyper-relevant ads. Machine learning helps companies anticipate if a person is likely to click on an ad – based on online behavior, customer profiling, and audience segmentation.

For instance, predictive targeting allows companies to adapt ads to an individual customer and recommend products in an ad based on thousands of signals. These algorithms improve over time to provide increasingly personal ads. 

2. AI customer experience powers personalized search

AI is being used to help customers discover the most relevant products and streamline the online user experience. This is driven by the fact that 80% of consumers are more likely to purchase from a brand that provides personalized experiences9

Personalized search is typified by Netflix. The streaming company has rights to 13,612 titles10. To help customers more quickly find something they want to watch, Netflix’s AI crunches huge amounts of data to present a different home screen to each viewer. The recommendations are based on past viewing behavior and granular audience segmentation.


The streaming wars are brutal. Your CX must be stellar.
Improve it with our streaming video customer service eBook.


Online shopping is another example of personalized search enhancing the customer experience. eCommerce companies are using AI to surface highly relevant products from expansive online catalogs. Wayfair, for instance, has 37,173 coffee mugs.  AI-powered search provides a better user experience by eliminating the need for people to scroll through multiple pages to see the few products they might be interested in. AI-powered personalized search will only become more pervasive as 71% of consumers feel frustrated when a shopping experience is impersonal11


Download a copy of our full Retail and CPG Customer Service Benchmark Report!


3. AI customer experience helps customers find the best price

AI is also helping customers find the best prices so they can be confident that they are getting the best possible price based on predictive intelligence around price fluctuations. For example, Hopper is a highly-regarded startup in the travel space that heavily relies on AI to provide an exceptional CX. The company “offers travelers flight recommendations based on highly accurate pricing predictions, uncovering price drops and exclusive deals relevant for the traveler.” Another way to improve to customer experience is through an AI travel chatbot to quickly answer questions and resolve solutions. 

4. AI customer experience provides immediate answers to customer questions

Netomi offers AI for customer service, providing instant resolutions to simple everyday queries like order or flight status, refund policy and requests, and other FAQs. Advanced customer service AI platforms can integrate with back-end systems like CRM and shipping platforms to provide personalized resolutions to an infinite number of customers at the same time. This frees up customer service reps to focus efforts on high-impact, complex customer situations – providing better customer satisfaction (CSAT) across the board. 

5. AI customer experience anticipates and prevents issues

Companies are also using AI for proactive customer service, which allows them to anticipate and solve problems and issues before customers are even aware. Examples include alerting a customer when a package will be arriving late due to weather delays, offering early check-in to a customer whose flight arrived early or proactively educating a person on how to care for a product. For instance, HP lets a customer know when their printer ink is about to run low and provides a frictionless way to repurchase compatible ink. This eliminates user frustration – improving customer effort score and the responses submitted during customer satisfaction surveys – and the need for a customer to reach out themselves to a company to resolve an issue.

6. AI customer experience empowers customers to get 24/7 support across every channel

There’s an increasing number of channels where customers expect to receive customer support. Human-only agent teams are expensive and hard to staff to manage multiple channels, around-the-clock. AI helps companies scale support across email, chat, voice, messaging, SMS and voice platforms. This allows customers to get the support they need on their preferred channels. Without AI, it would be cost-prohibitive to have a truly omnichannel experience that customers expect i.e., immediate, personalized, meaningful. 

7. AI customer experience eliminates the hassle of returns

Retail customer service is crucial, and returns are a huge part of the online shopping experience. Over 30% of all online purchases are returned. Although retailers have made efforts to make the return process as seamless as possible over the last few years, returning an item is still frustrating. AI helps improve the CX by anticipating when a return is likely based on items in a shopping cart or user behavior. For instance, if a person has multiple sizes of the item or has checked the size guide and return policy within the same session, it could indicate that a person is unsure of what size to buy. AI-powered chatbot tools are preemptively intervening to help the customer find the best possible selection to avoid frustrating and costly returns.

The Final Word

AI is drastically improving CX, delighting customers across the customer journey. And the result of adopting AI for CX is not just happier customers, but also a better topline: 84% of companies that work to improve their customer experience report an increase in their revenue12.

Would you like to learn more about AI and customer experience tools? Our CX experts would love to chat about our chatbot platform.

Request a meeting today.

To learn more about improving the customer experience, visit:

References

  1. https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-gartner-customer-experience-survey
  2. https://www.gartner.com/en/newsroom/press-releases/2018-09-12-gartner-survey-finds-consumers-would-use-ai-to-save-time-and-money 
  3. https://www.qualtrics.com/xm-institute/roi-of-customer-experience-2019 
  4. http://www2.bain.com/infographics/five-disciplines/ 
  5. https://www.qualtrics.com/blog/forrester-economic-impact-of-experience-management/ 
  6. https://www.nytimes.com/2019/10/28/business/media/advertising-industry-research.html 
  7. https://www.vieodesign.com/blog/new-data-why-people-hate-ads 
  8. https://www.statista.com/statistics/804008/ad-blocking-reach-usage-us/ 
  9. https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences 
  10. https://cordcutting.com/blog/how-many-titles-are-available-on-netflix-in-your-country/ 
  11. https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/ 
  12. https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/

Why Telecommunications Companies Need Conversational AI (New eBook)

Written by Emily Cummins  on   Feb 11, 2021

Nearly every telecommunications company today has deployed some form of a customer service chatbot. This was a good initial step towards improving online telecom customer service and enabling immediate omnichannel responses. But the bar is rapidly rising for AI for customer experience. Primitive chatbots are inferior to modern, sophisticated, and constantly learning Conversational AI systems. 

Telco Customer Service is Failing 

Telecoms have long struggled with customer satisfaction problems. For example, OnHoldWith.com collected more than 165,000 posts1 mentioning the phrase “on hold with” from Twitter. Twitter is the go-to platform for public customer complaints. The phrase “on hold with” is among the more commonly used expressions of frustration in the customer lexicon. Verizon was the most likely to be mentioned with both AT&T and Telus showing up in the top 10.

According to the American Customer Satisfaction Index industry report, telecommunications firms finished dead last2 among all classes of private companies (although telcos did beat the U.S. government on customer satisfaction – if that can be considered a victory).

This lack of customer satisfaction translates into real revenue losses. Customer satisfaction, measured by CSAT scores, appears to be worsening as consumers become more connected and develop higher and higher expectations.

Conversational AI can deliver the CX that chatbots can’t 

The first-generation chatbots deployed by telcos left customers underwhelmed and frustrated. Chatbots are terrible at identifying context, meaning “what is implied.”  They can’t answer complex questions that deviate even slightly from their script. They function more like Google searches, identifying keywords in queries and pointing to a hyperlink. When you consider that Comcast – a cable company, which also provides telecommunication and wireless phone services – found that its customers asked the simple question “I want to see my bill” in 7,500 unique word and phrase combinations, it’s understandable that these first-generation chatbots got easily confused. 


Discover the key questions to ask when scheduling a chatbot demo.


Fortunately, a new generation of Conversational AI customer service platforms has arrived that go far beyond the capabilities of the first-generation chatbots deployed by most telcos. The term “chatbot tool” is synonymous with almost all forms of artificial conversation. As a result, powerful conversational AI is often mischaracterized as the best chatbots when they are actually something next-level. These Conversational AI systems incorporate advanced natural language systems that intuitively understand “I want to pay my bill” has nearly the same meaning as “I’d like to settle my account.” 

The impact Conversational AI can have on Telco customer service 

Conversational AI systems can increase customer satisfaction by making them feel heard and wanted. This, in turn, reduces churn and improves brand affinity while lifting Net Promoter Scores (NPS). Conversational AI, when properly deployed, can also inject personalized promotional offers into chats and emails to upsell additional services, like adding premium channels or faster WiFi, to existing customers.

Ultimately, the positive impact of Conversational AI can directly impact a company’s top and bottom lines, both in the short-term and long term. According to research by consultancy McKinsey3, when companies prioritized customer experience they increased revenue 10% to 15% and customer satisfaction rates were 20% higher.

In our latest eBook, we cover why Conversational AI is different than chatbots and why that’s important for future-proofing customer support technology initiatives and infrastructure at telcos to match future customer expectations of AI service capabilities. We explain the different levels of Conversational AI, a wide variety of use cases, and how to measure chatbot ROI in the context of telecom business practices. Download your free copy today

References