GameFly Delivers Superior Experience To A Rapidly Growing Market With RightNow®
Goals
- Build an effective, efficient customer service environment from scratch
- Support rapid business growth while controlling costs
- Optimize customer experience to ensure loyalty and retention
Achievements
- On demand model enables implementation of multi-channel contact center in three weeks
- Headcount growth rate kept well below business growth rate
- Customer issues quickly resolved by phone, email, and web
Growth-mode companies face many challenges when it comes to customer service. On one hand, they have to deliver a quality service experience—since customer loyalty and retention are so important for sustaining business growth. On the other hand, they have to control the cost of their contact center operations so that increased revenues aren’t consumed by increased expenses. Also, because rapidly growing markets are usually rapidly changing markets, these companies have to be prepared to respond quickly to any and all emerging customer issues.
With RightNow’s help, GameFly is well positioned to meet these challenges and established itself as the clear market leader. The game rental pioneer has built a scalable multi-channel contact center that enables it to deliver quality customer care via phone, email, and the web. At the same time, RightNow’s on demand CRM technology has helped GameFly effectively manage its headcount—and its operational costs.
“RightNow has been an invaluable partner for GameFly, enabling us to quickly address our primary service pain-points and build out our contact center capabilities as necessary to support our growing business,” declares Terri Luke, GameFly’s VP of business solutions. “As a result, our customer service operation is both effective and cost-efficient.”
A Good, Fast Start
When they started to look for a contact center solution, GameFly had some very clear ideas about what they needed. The ability to effectively manage both phone and email incidents in a common manner was one key requirement, as were the reporting capabilities that would enable them to both manage agent performance and gain greater customer insight. The contact center solution would also have to integrate with GameFly’s existing account management application, so that agents could quickly reference customer-specific data.
GameFly evaluated offerings from several vendors. RightNow’s CRM software solution was selected for a variety of reasons. Its intuitive design and flexible integration capabilities promised to ease both technical implementation and adoption by GameFly’s contact center staff. RightNow’s on demand model also promised easy implementation, as well as low capital requirements and reduced ongoing cost-of-ownership. And the CRM software solution has many features that appealed to GameFly, such as self-learning web self-service and integrated chat.
The promise of fast implementation was fulfilled. Within three weeks, GameFly was tracking incidents and getting the visibility it needed into service activity. Customers were getting timely, accurate and consistent answers whether they contacted the company by phone, email or the web. Managers could quickly see if agents were struggling with specific issues and make sure they got the additional training they needed. Agents gained at-their-fingertips access to the information they needed to answer customers’ questions.
In other words, GameFly’s contact center environment was rapidly transformed into the kind of effective operation needed to maximize customer retention while minimizing costs.
“With RightNow, we were able to get our most critical contact center capabilities up and running very quickly and at a very reasonable cost,” says Luke. “At the same time, we knew we were putting in place a solution that could grow with us as our needs grew.”
Evolving To Support A Growing Business
After completing the first phase of its RightNow implementation, which focused on phone and email, GameFly continued to enhance and expand its contact center capabilities. The company began to put more work into developing its knowledge base and optimizing online search parameters. This provided customers with an easy-to-use 24/7 service channel, while also reducing phone and email volume.
In fact, between RightNow’s powerful self-service functionality and the efficiency it brings to phone and email management, GameFly has been able to deliver a differentiated customer experience while keeping its headcount growth significantly below that of its business as a whole.
“Controlling headcount is an important part of controlling cost,” explains Luke. “With RightNow, we can keep lowering support costs as a percentage of revenue at the same time as we keep improving our service levels.”
Luke adds that GameFly’s success is not only the result of RightNow’s great on demand CRM technology. It’s also because RightNow’s people have been consistently responsive to the company’s needs and have provided valuable expertise time and time again.
“A lot of times, the project manager that a vendor provides you with at the beginning turns out to not be available once you’re up and running,” notes Luke. “But with RightNow, we’ve had someone we’ve been able to depend on over the years for everything from small technical details to helping us figure out how to get the most overall business value out of the solution. That kind of relationship is extremely important to us, and it’s one of the main reasons we’ve been able to achieve our goals.”
GameFly Inc Support Site | GameFly Inc Homepage
About GameFly, Inc
GameFly™ is the leading online video game rental service. With a choice of more than 3,000 titles, GameFly delivers the widest selection and availability of games for the PlayStation® 2, Xbox™, Xbox 360™, GameCube™, Game Boy™ Advance, Nintendo DS™ and PSP™ without the hassle of due dates or late fees. With plans starting at $14.95 a month, GameFly subscribers can rent from one to three games at a time and keep them for as long as they like. Subscribers manage their GameQ™ online and receive games directly from the U.S. Postal Service via first class mail. GameFly is also a great source for high quality, used video games at exceptional prices. For more information and a free trial, please visit www.gamefly.com.
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