At a recent Oracle CX Virtual Summit event, Ernest Lu, VP of Customer Advocacy at Razer, the world’s leading lifestyle brand for gamers, spoke with Oracle VP of Product Management Jeff Wartgow about the effects of the COVID-19 pandemic on the gaming world.
While Razer has faced the challenges of the past year along with the rest of the world, many of their top priorities actually transcend this unprecedented period. In the midst of all the change, they’ve remained focused on finding the best way to support customers with a consistent experience across channels and customer service that truly meets their needs.
During the discussion, Ernest offered his take on the importance of customer engagement and how automation helps them serve their customers and get them back in the game.
Putting the customer first
For a brand like Razer that offers a tremendous variety of products and attracts customers from all age groups and backgrounds, effective engagement could be quite complicated. But Lu says they find success by staying focusing on one thing: understanding exactly what the customer wants.
Despite their different needs and preferences, Razer customers have a lot in common when it comes to their expectations for customer service. “We know we’re the only thing standing between our beloved customer and their favorite game,” said Lu, “so we try to make everything short, sweet, and to the point.”
Creating a consistent customer experience is one of the main contributing factors to providing such an effective service program. “Consistency is at the core for all of our engagement with customers,” he said. “From the traditional contact centers to the chatbots, the online self-help, social media, and insider community … consistency really is the key.”
Getting to know Gen Z
In 2020, Gen Z represented the largest number of consumers across the world. This generation has grown up with online access almost everywhere, and they thrive on authenticity. They’re also a large part of the Razer customer base.
The team at Razer noticed the Gen Z audience prefers to text friends and co-gamers instead of having a conversation in person or over the phone. And they’ve grown accustomed to training in the gaming environment, so they’re very used to receiving information a little at a time on the screen.
These observations played a role in the optimization of Razer’s service strategy, helping them design ways to offer helpful information in a way their customers are used to. Lu said, “The newer generations of gamers are very proficient on their mobile phone. Their lives basically revolve around it. But when they’re gaming, they use their laptop.” He stressed the importance of letting customers reach Razer anytime, anywhere, through any device.
Lu recognized the versatility of the Oracle Service CRM solution and its role in Razer’s ability to provide the mobile experience their customers want, which will continue to be a top priority for the business.
Amping up automation
In today’s hyper-connected world of self-sufficient customers, it’s important to prioritize the digital service experience. Razer is giving customers what they need the way they want to get it, but that wouldn’t be possible without the right tools.
With Oracle Digital Assistant, Razer customer service uses automation to know exactly how to support a customer before they even reach out. The chatbot helps the team gather meaningful background information so they can help get users back to their game quickly and spend less time with an agent.
Lu said automation is their number one mission right now. “Because Oracle Digital Assistant helps us get so much information, we know what our customers’ top questions are, so as soon as they come to the site and identify a problem or visit self-help, they see helpful FAQs.”
The team has made that resource as dynamic as possible so customers can typically find the information they need without going any further. But for those who need more, Oracle Digital Assistant has been tremendously helpful in recommending self-help articles and YouTube videos from their support channel.
Going in a different direction
Razer has learned that, for gamers, leaving your squad to get on the phone and ask a question is not the way to go. They’re just one of many businesses disrupting the typical customer service model to make it work better for their company and their customer base.
With the ever-changing trends in how customers prefer to interact with brands and request service assistance, it’s critical to observe their habits and listen to their needs to optimize your service strategy. Lu says implementing such changes and really making it work is trial and error. “If it’s good, we’ll continue, but if it’s not, we’ll modify to make it better and redeploy. We want to make sure the customer experience is really the best of the best.”
Lu said it’s also important to build relationships with supportive, collaborative partners who can help you achieve your plan. “Oracle has been such a good partner for us. Not every partner we work with is willing to turn on a dime to deploy something that will improve the customer experience, and I think that’s actually the most critical part when you go down the automation path.”
To hear more, watch the replay of our webinar, “Intelligent Service in 2021: What You Ought to Know but Were Afraid to Ask.”
For more strategies on how intelligent service can help reimagine customer experiences, check out the highlights from our Oracle CX Virtual Summit on Intelligent Service in the Experience Economy.