Over the past year, I've chatted with gaming companies of all shapes and sizes. One common theme keeps popping up when it comes to starting player support operations: Where and how should we begin?
The short answer? Start by listening.
Don't just hear, listen
Players are an unique breed in the customer support world. They're always one swipe (or alt-tab) away from doing something else. Providing customer support for players can be incredibly demanding and business critical. At its best, player support can transform into valuable business opportunities where you nurture your VIP base, keep your players engaged, and encourage them to talk positively about your game, promoting it to a wider audience.
No matter what your first step is, it's crucial to understand your players' needs. What annoys them? What makes them close the game? What brings them back? Are there regulations you need to follow? Are some challenges so steep that players rage-quit and never return?
If you're currently flying blind without any support system, – or means to collect feedback and bug reports, it's best to start today instead of tomorrow. To get started, start listening and team up with your game developers to pinpoint what's bugging your players. Remember, a solid support system isn't hidden – it should be easily available for the players, ready to collect their feedback and bug reports, – or just to chat with you. Your goal? Be there when they need you.
How do you listen effectively?
Only a fraction of players will ever reach out to you, even if you haven't hidden your contact information behind seven seas. Needless to say, if you're not actively listening, you'll likely miss valuable information that could make or break certain game aspects, or even the entire game.
Providing a clear channel for feedback keeps players engaged with the game. It also prevents them from seeking out your company through unconventional means (like Google Maps, Facebook comments, Linkedin etc), where review bombardments can wreak havoc in places you rather avoid.
Another thing worth noting is that if your players are part of a community, such as a Discord server or a Reddit subreddit, – have a presence there and leave a positive mark.
Getting started with player support
The importance of providing support is well understood, especially when transactions, frequent updates, or multiplayer aspects are involved. These factors can significantly change your operations.
To begin with your very first support steps I'd roughly categorize the main points into these three archetypes, each with slightly different objectives and things to consider.
Prepare
Identify your target audience and their preferences
Set up communication channels (e.g., email, in-game support, Discord, Reddit etc)
Create a knowledge base or FAQ for common issues (this is the simplest to do after you have listened a while. Common issues are then turned for simple articles)
Listen
Analyze: What impacts our business?
Consider: What happens if we don't respond?
Monitor player feedback across all channels
Identify patterns in player issues and feedback
React
Provide clear and helpful guidance
Acknowledge player concerns empathetically
Escalate issues when needed
Offer timely responses to maintain player engagement
Build a plan
Establish a process to incorporate player feedback into the game development cycle
Develop short-term and long-term strategies to support players
Set up metrics to measure support effectiveness (e.g., response time, player satisfaction, deflection)
Regularly review and update support processes based on player needs and game changes
Improvement is an ongoing process in player support. Continuously refine your support strategies by leveraging player feedback and data insights. Things that works today may not work in the future the same way. Everything, including you, should keep developing.
Take the first step
What's been a pleasant surprise is the growing number of pre-launch gaming companies already planning to set up support channels before going live. These companies understand the value of listening and actively collaborating with players. A common theme here is the presence of very experienced team members.
Remember, supporting your players isn't just about solving their problems – it's about building relationships that will improve your game and ultimately, growing your business.
Start listening, and let your players guide you to success!