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White Paper: Sony ROI Review
Overview
Look inside and you’ll see warriors and wizards, bards and beastlords, and magicians and monks in massively multiplayer online games like EverQuest® by Sony Online Entertainment. Thousands of players from around the globe simultaneously interact with their denizens in these persistent worlds using the Internet, engaged in a fantasy adventure and mastering skills for rewards and recognition. These individuals invest much more than their monthly subscription fee in the process—they expend many hours of their leisure time and significant amounts of emotion in building bonds with members of their virtual community and in customizing their online character.
Sony Online Entertainment who creates, develops and provides compelling entertainment for the personal computer, online, game console and handheld markets realized that customers were no longer evaluating their experience with SOE against the manufacturers of other online games, but against the best service that they had received anywhere.
In this industry, customer service goes well beyond the usual account maintenance and product usage inquiries to include managing goods acquired in the virtual world and policing policies on appropriate behavior among characters in those realms. It’s tough, not only because of the players’ passion, but because it is literally a 24x7 global multi-lingual, multi-channel support environment. Get it right, and a player remains loyal and promotes the game among her or his peers. Get it wrong, however, and the potential exists to lose the customer and to have the disappointment documented on a worldwide forum for all to read. Learn how SOE leveraged a hosted CRM software solution to create a better customer experience.
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