Last month 37 million people played our games. 37 million! Can you visualize 37 million? I cant. In fact I find it so difficult to think about 37 million people that I once calculated how long it would take me to fill up a jar with 37 million M&Ms.
Any idea how long that would be? 8 days!
So how can we listen to the needs of our customers when there are so many of them? That’s what the Analytics and Customer Support team are here to do.
The job of the Analytics and Customer Support teams is to be the voice of the customer inside Social Point. We listen to the customers, summarise and interpret what the users are saying and feed that information back by making recommendations on how to improve our game.
How do Analytics and Customer Support do that? The two teams “listen” in different ways. The Analytics team watches the way the users actually behave inside the game (they are interested in what users “DO”), whilst the customer support team listens to the customers, reading the comments users have left on reviews, forums, tickets, fan pages (they are focused on what users “SAY”). Together the teams combine quantitative and qualitative feedback.
OK that’s nice, but how can it help all this to all those involved in the creation of the games? Well let’s see some examples:
Have you ever wondered if the new dragon/monster/hero we just drew or created has increased the “fun” of playing the game? Take a look at the retention metric on SP Back Office.
This metric shows the number of people that started playing Dragon City yesterday, and of those users how many of them played again the next day (and so on). If the lines trend upwards, the game is more engaging, more “fun”. Users keep coming back day after day. Our dragon/monster/hero worked!
Our customer support team creates a “Customer Suggestions Report”. This report compiles the suggestions that users have given us on how to improve our game. You might be surprised how creative players are. My favourite suggestion so far is from a user who wanted a flying dragon that could fly from habitat to habitat collecting gold for him. Great idea!
What’s next for us? So far we in the analytics and customer support team we: (a) Watch how our users behave, and (b) Listen to what our customers are saying. The natural next step is to actually talk to them. This week we will have our first ever user group in the office. We want to have the chance to speak to our users, ask them questions and hear in more depth their ideas for improving the game. We plan to hold more of these events, both with typical users as well as our super users – those who spend their free time maintaining in-depth wiki or fan pages on us.
On the analytics side we are working on predicting what our customers will do in the future. For example, we are working on predicting when players will churn out of the game. We are testing experiments to treat potential leavers differently, to see if we can keep them engaged with the game.
By: Sharon Biggar
Head of Analytics