Program enhancements and best practice adoption, improve the player experience

TELUS International has been performing front and back office customer support services from the Philippines for a social video gaming company since 2009. Beginning with email and voice, our support offerings have grown to include analytics, billing, compliance & investigation, community moderation, content management, campaign management, executive relations, and project management.

Today, with over 230 dedicated team members, our operations team supports players who speak English, French, Italian, German, Spanish, and Portuguese. As the client’s trusted advisor, in October 2016 as player demands continued to evolve, we launched in-app support for SDK (software development kit) enabled games, for all mobile phone and tablet operating systems (OS); and content moderation support. Ongoing plans include piloting a VIP outbound sales queue initially supported by five team members with the intention to expand with experience and program success.

Best practices impact player satisfaction

We continue our dedication to improving the overall player experience. Illustrated below are several examples of the business process excellence improvement initiatives we’ve implemented a program to date.

• Revision of existing snippets/canned responses – an initiative which started in January 2019 focuses on incorporating customer ‘voice and tone’ to common snippets used by our frontline team members
• Initialize CSAT improvement plan per (game) bundle – a proprietary operations guide that promotes frontline response consistencies, builds upon program successes, monitors accuracy scores and feeds into our compliance management

                CS/Gameplay teams continue to brainstorm and come up with sustainable CSAT improvement plans tailor-fit for their respective bundles

• Weekly external calibration sessions

                Includes client, contact center leadership and frontline team members

                Promotes continuous improvement related to content and quality

Outcomes

The primary keys to continued program success include our consistently strong performance, our partnership approach and our commitment to continuous improvement and innovation. Highlights include:

• 93% program engagement year-end 2018; an 8% improvement from 2017
• 105% year-to-date Quality of Service (QoS) score
• 97.77%, 2018 quality score
• 14%, 2018 voluntary attrition
• Transition player support to our team for client’s newly acquired premium action game, January 2019
• Achieved our highest monthly CSAT score ever in May 2019 with a CSAT score of 3.99 (out of 5-stars)
• Assume player support for client’s global, newly released casino game that aligns with cable TV’s medieval fantasy epic show
• Team is preparing for player support for two additional games to be launched in Q3 and Q4, 2019

Frontline responsibilities summary

Community Moderators

Monitor and respond to posts made on the client’s Facebook, Twitter, Instagram and Forums pages

Monitor the social channels for any client Rules of Conduct (ROC) violations, and banning of possible ROC violators

Surface trending/potentially widespread issues being observed on the aforementioned channels

Analytics

Responsible for performing daily detailed data exploration, data validation and create day-end game reports

Collaborate with the external and internal stakeholders and client studios to ensure accurate data presentation

Assist the team with dashboard and report generation

Executive Relations

Handle multiple queues such as BBB (Better Business Bureau), CSBBB, resolve tier 3, privacy, special cases, call back, and different types of issues which can be complex and sensitive in nature

Handle all inquiries sent by our players to client’s executives

Compliance

Responsible in identifying bad player behaviors such as inappropriate use of profile images, names, and chat. Once identified, the team issues proper disciplinary actions with the use of BAM (Behavior Action Matrix).