High Maintenance Customers

Some customers require a disproportionate amount of attention from the support team. They write or call nearly everyday, often with some sort of problem. Usually the problems are legitimate, if not a bit on the nit-picky side. The question isn't what to do with that one customer. She's a great customer, so you help her as best you can, every time. The question is whether everyone is having these same problems, and only this one great customer cares enough to tell you about them.

The question stresses me out.

It has been my experience that a small percentage of players have far more problems than the average player. I'm not sure exactly why this is, exactly. For computer games like ourWorld, it's most likely an unusual system set-up or poor internet connection, but there's no way to know for sure. Some people are a lot more picky than others as well. It's not surprising that some of the bigger spenders are also some of the most vocal about problems (I would be too!) I'm also hopeful that I'm correct that it's only a small percentage, because if lots of people are having these problems, and simply not letting us know, that's bad news.

Now that we've added a forum for ourWorld, it's easier than ever for players to share their experiences with us, and so far it's been good. We've certainly learned things we didn't know from the extra input, but nothing earth shatteringly wrong has been discovered (that we didn't already know.)

Maybe some people do have more problems than others, and that's just how it is.

It doesn't matter if the customer is right or not.

This is a quote from a post in The Escapist Magazine Forum:

The Customer is Always Wrong

I had a customer come in all angry-like. He comes up to the counter and puts a movie he had bought on the counter and said "This movie is gay!" So I take a quick look at the movie and see it is Brokeback Mountain. I had to restrain my laughs, but anyways some of the other customers started to chuckle. I told him "We can't refund movies if they are not defective." So he then says "Well it does have a small scratch on it." And I promtly told him "The movie DID work when you put it in the DVD player, or else you wouldn't know that this movie is in fact about 2 gay men."

The post is meant to provide a semi-humorous take on the idiocy of customers, in particular that one. The thing is, the repugnance of that one person aside, there are a couple of things wrong with this picture.

First, the customer's expectations were not met. They wanted a cowboy movie, and they got a gay cowboy movie. Let's be honest, there is a pretty big difference. Whose fault is it they didn't know what they were getting? Not everyone is plugged into movies the way geeks like myself and the sort that work at Blockbuster are.

Second, in this case, Blockbuster's 'no refund' policy seems to have resulted not in the savings of a couple of bucks, but instead a pissed off customer and a (possibly) vandalized DVD.

Customers are people. Flawed, irrational people. People make mistakes all the time. How those mistakes are dealt with is frequently the difference between those people staying customers and those people becoming somebody else's flawed, irrational customer.

-Adam!!!

Fanatics, gotta love 'em!

Fans

It's likely that fans are your most important customers. Unlike normal customers, who may like your products and may purchase again, fans DO like your products and WILL purchase again (assuming you have other products to purchase.) This is great news, but they still need care. Special care, at that.

Fans understand you and your products. They assume you understand them in return. This may or may not be the case, depending on whether or not you stumbled across something they like (luck) or sought them out (strategy.) If you lucked into a successful product that gathered an unexpected fan-base, you better listen extra close to what they say. The chance of that luck holding out is slim. If you've gathered your fan-base with successful strategy, chances are you're more in the ball-park, but you still better listen to what they say. Listen, and act where you can based on Fan input.

Fans, unlike normal customers, have an emotional investment (as well as financial) in your product and/or company. Your success reflects well upon their choices, so they want to see you succeed. They also want more of whatever it is you do, because they like it. It's all good.

If you don't succeed, some fans will turn on you (regular customers don't care enough to), which is part of the emotional aspect of fandom. Working for Wizards, we canceled a lot of products, and it was always rough. When Clout ended, I was totally surprised at the positive reaction from our fans. They were upset, of course, but unlike Wizards fans, Clout fans knew we didn't have choice about whether to keep kicking the Clout horse or letting it go. It's not mindless emotion, gamers are smart people. Treat people right and it you'll be surprised how it comes back to you (often in unexpected ways!)

As I've written before (Viral, Hardcore, or Vanish), if you've sold any games at all, you've always got fans. When you're struggling, all of your customers are fans. They're often the first to arrive (early adopters) and the last to leave. If you have enough fans, you're bound to succeed, even if your game is never a huge hit.

Because fans are so important, and such a powerful part of your customer-base, I think it's essential to communicate to normal customers how they can become fans. Reward them for fan-like behavior. Make being a fan significantly cooler than being just a customer. I don't know how, exactly, it's YOUR game. =-)

Next: Super-Fans

-Adam!!!