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Virgin Games Credits Customer Service Improvements to NEC Philips Tools

June 12, 2009

Virgin Games, Virgin's on-line gaming offering, is claiming an average e-mail response time of "less than five minutes" to customers, following the implementation of a multimedia contact center product from NEC (News - Alert) Philips Unified Solutions. The combined multi-media contact center is a first within the Virgin Group, breaking away from their traditional telephony based applications.

The NEC Philips (News - Alert) tool combines call, chat and e-mail customer contact facilities. Virgin Games officials say they've seen a 200-300 percent improvement in service delivery since the product was implemented, as well as "average abandonment" rates dropping to below one percent. Operations Director Christina Thakor-Rankin said "most companies consider 2-5 percent abandonment acceptable."

The company went live with the new tool, which uses IP and contact center technology from NEC Philips, in November 2008 with the launch of its in-house Customer Support Team.
 
The company decided at the time to replace its previously outsourced customer support functions, to ensure "full ownership of and a better, more streamlined customer experience."

Thakor-Rankin said that "at launch our volumes went through the roof and whilst we aim for First Contact Resolution wherever possible, the fact that some customer interactions require some investigation means that unfortunately it is not always possible to give an instant response. " She said in the last five and a half months "we have received 25,000 hits across all media, be it call, chat or e-mail."

A couple weeks ago, TMC reported that Virgin Games centralized its offerings and became an operating company in its own right working from one common platform. This development, according to company officials, will "provide a streamlined customer experience by offering players the opportunity to play across multiple gaming products using a central sign on solution and a single Virgin Games wallet."

The operation of Virgin Games gaming service was formerly outsourced to three different operators; Wagerworks for Casino; Boss Media for Poker and St. Minver for Bingo. The operation on the new Virgin Games platform has now been taken in-house and will be managed centrally from their head office in Guernsey.


David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Stefania Viscusi

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