Goals
- Have the ability to identify High Value Guests and offer a differentiated experience.
Assumptions
- Product Teams will assist in defining the High Value Guests for their products and offer tools or BI data points for the GX Team to pull and integrate from
GX Brainstorm - How can we offer a differentiated experience?
GX could offer the following differentiated experiences for High Value Guests:
| Idea | High Value Guest Experience | Standard Experience | Dependencies |
|---|---|---|---|
| Callbacks & Follow-up | Each High-Value Guest would be gauranteed to receive follow-up when their issue or suggestion has been completed in the Product | Guests are thanked for their report/idea and told to check back often, they MAY receive follow-up when complete. | Product transparency for bug/suggestion tracking. Flagging Guests in Salesforce has having outstanding questions/suggestions |
| Exclude from mass emails | Individualized emails that are only relevant to that Guest's activities & interests | Guests receive mass email responses for common/high-volume issues. | Integration between salesforce & systems to identify High Value Guests Business rules in salesforce to exclude High Value Guests from auto responders & mass emails. |
| Faster email SLAs | Contacts go into a priority queue for attention (both email, phone & live chat queues). | Products to work with GX to identify updated SLA's | |
| Offering In-Game Currencies or Exclusive Items | When a Guest contacts us, their issue is resolved and they would receive a 'surprise and delight' element in addition to their issue resolution - for instance a bonus pack of in-game currency or a specialized exclusive in-game item. | Issues are resolved. | Products to work with GX to define what CAN be 'given away'. |
| Additional "Surprise & Delight" elements | GX can distribute rare and exclusive items to High Value Guests, ideas include:
These could be sent through physical mail or delivered electronically depending on items. | ||
Go the "Extra Mile" | For some issues (example: Commander) we would ALWAYS escalate to a developer to resolve the issue/perform a restore/etc, even if it a non-standard process or time consuming for the Product team. For instance: for Commander, if a High Value guest hasn't performed a synch in a while they could lose settings/play. In this instance we would escalate to the dev team to try to make it right again. | Apologize for the inconvenience and try to make it right without impacting the Product Team. | |
| "Drip Feed" tidbits about upcoming launches | When a Guests contacts us about an issue we take the extra time to add a teaser about an upcoming launch to generate excitement - this would include an exclusive sneak peek item they could tweet/blog/share. | Generate excitement in non-specific or mass marketing approved ways. | Info from Product and Marketing teams on what can be released - use this as an exclusive form of marketing. |
| Exclusive Channels | Offer Phone Call Backs or Live Chat experiences even if this is not part of the standard offering. NOTE: SCheduled callbacks are recommended rather than a dial-in number to minimize risk of the number circulating. | A way to let the HIgh Value Guests know these channels exist. |
Additional Product Value added:
- Social Whales influence in-game content. For examples: Social whales get to provide feedback on in-game items, future content, DLC, beta modes prior to release
- Social Whales become "moderators / Experts" on forums
- Social Whales receive added levels of recognition - Ie: showcase their SW commander base to other users, Player of the week, etc.
- Offer starter packs for new experiences.
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