Sony embraces web self-service to handle PS3 queries

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Businesses concerned about how to handle peaks and troughs in demand on their websites without unnecessary cost or complexity could take a leaf out of Sony's book.

Sony Computer Entertainment UK (SCEUK) is using intelligent web self-service technology to help meet increased site traffic and customer services questions in the run up to Friday's launch of the PlayStation 3 (PS3) games console.

SCEUK is using software from Transversal to answer 96 per cent of online customer enquires automatically, including thousands related specifically to the imminent new arrival.

Now, almost half (47 per cent) of customer contact at SCEUK is handled online using Transversal's technology, which is also helping the company to build self-sufficient user communities where customers can share ideas and experiences online.

Customers also have the option of interacting with SCEUK electronically using e-mail and instant messenger (IM).

Other big names that have woken up to the benefits of self-service technology, specifically the solution SCEUK is using, include Barclays, Direct Line, Nissan, ScottishPower, Tesco Personal Finance and The AA,

SCEUK is touting the PS3 as its most advanced console. It uses the same cross-media bar as the Sony PlayStation Portable (PSP) and comes with several new features such as wireless motion sensor controllers, a Blu-ray player and web functionality.

Given the momentum leading up to the availability of the PS3 and the hardcore contingent of gaming fans eager to get their hands on the product as quickly as possible, SCEUK had to think carefully about how to handle the increased volume of enquiries pre and post launch.

Using Transversal's Metafaq application, users can search for information in their own words rather than being constrained by predefined criteria. The technology essentially learns from what it reads so it can understand the context of words including slang and abbreviations.

"The advanced technologies of the PlayStation 3 are designed to be exceptionally intuitive and easy to use. However as the console is a networked device allowing both wired and wireless connectivity, users may require assistance on router configuration and have general network queries," said Andy Barker, director of customer services at SCEUK.

"As it is impossible for our contact centre staff to be technical experts on every third party router available, we are encouraging our customers to share their knowledge and expertise through online communities and Transversal is helping enable us to do this. This will enhance the overall customer experience and enable them to get the most of out of the breakthrough functionality within the PS3."

Davin Yap, chief executive at Transversal, added: "Good customer service is always important, but within the context of a major product launch it is vital. The scope and size of queries answered by SCEUK's website is a great example of how Transversal can aid and improve an organisation's customer service by providing fast, accurate answers to queries."

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