There’s one overwhelming reason why in-app support is the way to go for mobile games.
The anti-stress habits of customer support specialists.
Here are 4 things to remember when providing customer support for your Japanese, Korean, and Chinese mobile game players:
- Be careful about addressing someone by their first name if they’re Korean. It’s considered rude if you’re not a close relative or intimate friend.
- Most Japanese think the use of keigo (respectful language) is important. It’s important to know how to respond to your players, especially since mobile game support is mostly not face-to-face.
It almost goes without saying. If you want a customer to return, you’d have to give them reasons to go back. Having a great product is all well and good, but would you really go back to – for example – a restaurant with good food but rude waiters? Personally, no amount of happy tastebuds will outweigh one bad experience with customer service. Unless the food is so good that my eyes roll up to the back of my head and even my grandchildren feel how good what I ate was.
Going back to my original point, good customer service and customer relationship management is just as important as having a great product. It’s no different for F2P games. Heck, good customer support is specifically important for F2P games. Your users initially don’t pay to play your game, because they’re given the freedom to decide whether or not they’ll pay for a better experience (through in app purchases); and with less than 50% of players returning after the first day of playing, you’ve gotta make sure that their first play-through is pretty damned amazing.
The make or break phases of customer support (Burn and Transition)
One of the more obvious ways to do that is through providing good customer support. James Liu of Boxcat Games describes two stages of customer support after a game is released.
The “Burn” stage, he says, is where “developers have to take extra care of their players.” This is the time when you release your baby onto the world in hopes that it comes back with minimal bruises (though you know it won’t). This is also the best time to find out how you can best improve your game through the feedback and issues that players report. Personally, I think the users who send questions and feedback are the best ones, the ones you should take care of, because these are the users who cared enough for your game to bother going through customer support. Good customer support can be the deciding factor whether these potential paying users stay on your game.
The next stage is something Liu calls the “Transition” stage. He says: “This is the point where you have reached your target for your game and you’re now ready to apply everything you learned. In terms of customer support, it’s the best time to think about whether you need to transition to more effective customer support tools.”
4 tips that can guarantee good customer support practices
Here’s an infographic we published earlier to emphasize the importance of even just having customer support. We’ve also put up 4 invaluable tips you’d wanna see if you plan on providing customer support for your game. Customer relationship management is so crucial to acquisition in F2P games that the points are still applicable even today.
My main take away from the infographic? Japan knows its social and mobile games, to be able to monetize so effectively even with fewer downloads than the States and other countries. Why not (at least in terms of having customer support) follow the steps of people who’ve already tread the way and declared it safe and vital for a game’s success?
Free White Paper to help get your customer support up and running
Wanna know more about how to increase your retention rates? Well-executed live events are one. Take note, I said well-executed. You can’t expect people to pay for something half-cooked. If you want more details on how to keep people on your game, you can download our White Paper on it here.
Still haven’t found the exact info about CRM and customer support you were looking for? No worries, you’re more than welcome to come and talk to us here. There might be virtual tea and cookies. But unlike solid customer service and F2P facts, we can’t promise anything on the virtual tea and cookies part.