Leading lifestyle brand for gamers can better interact with customers using chat and voice capabilities with Oracle Service and Digital Assistant.
“The self-service aspect of Oracle Service is key. The ability to best serve customers and make sure we’re putting the right type of content and solutions in front of them is important to our business.”
Razer has captured the hearts of many, making accessories from mice to keyboards to controllers to chairs a “go-to” in the gaming community. The company’s tech-savvy customers have high expectations for product quality.
The company wanted to improve its service strategy to reflect those high standards in the digital-first era. If a console was experiencing problems or an account was having technical difficulties, gamers needed a quick and effective fix. The Razer team knew that many customers would prefer to get answers via chat, especially an automated one. However, the company’s most mature channels were phone and email. To elevate its customer support capabilities to the next level, Razer was looking to optimize and automate its service process.
Digital-first expresses an initiative that began when we started using Oracle, using the cloud to serve our very tech-savvy audience.
Using Oracle Service, part of the Oracle CX suite of applications, Razer was able to provide chat as a customer service option. The majority of customers said chat was the most convenient way to contact the company. Previously, Razer relied mostly on phone and email.
With chat up and running, the company could identify queries that a chatbot, based on Oracle Digital Assistant, could handle. Razer developed and tested the chatbot, and then used it as the first response to answer FAQs. The chatbot could quickly escalate to an agent when it could not answer a question.
Automated chat began as a way for tickets to be deflected from a live agent, and deflection rates went from 9% to 35%, helping to ease demand on live agents. Chat was later rolled out internationally, with Europe and Asia Pacific reaching a 50% deflection rate. Razer has continued the chat service, with one of the most notable developments being embedded videos. The Razer YouTube channel is full of helpful how-to videos. When a customer asks a question in chat, the Digital Assistant can automatically offer one of those as an embedded video (not an external link) if there’s one that fits the topic. That reduces navigation time for the customer and offers a quick and easy fix.
But sometimes customer still need to talk with an agent, so an omnichannel approach remained a priority. Through integration between Oracle Service and the Five9 telephony system, if customers don't want to use chat, the system will hand them to an agent in Razer’s call center. Five9 provides a skills-based routing system, connecting customers to the right agent to answer a query. This has increased positive outcomes for customers and led to faster resolution.
Razer has reduced operating costs while streamlining operations and increasing efficiency. Razer plans to continue partnering with Oracle and Five9 to support customer service as the business grows.
Five9 is an Oracle ISV partner providing a cloud contact center solution. Razer selected Five9 for its seamless integration into Oracle Digital Assistant.