Game Group is to implement a system to handle all inbound e-mails from its customers.

The retailer wants to improve the way it handles e-mails to ensure that customers are as happy with the service they receive via this channel as they are when they contact the retailer by phone.

Up to 25 contact centre agents will use Numero’s SmartAgent system to handle e-mail correspondence from customers of its Game, Gamestation and Gameplay brands. It will be introduced at both its Basingstoke and York contact centres.

Game head of customer service David McGreevy said: “Increasing numbers of customers are requesting online customer services and the challenge for Game is to ensure that, regardless of the way a customer contacts us, the experience is consistently high across all channels.”

The system sends out an acknowledgment e-mail to shoppers immediately upon receipt of a query and analyses the nature of each e-mail it receives, so it can route them to agents with particular skills or knowledge. This analysis also allows it to draft a personalised response to each customer’s e-mail, which a customer service agent will approve. In addition, it can highlight e-mails for a telephone response where necessary.

Game will be able to create reports on the e-mail correspondence it receives to highlight particular issues that many customers are enquiring about.

Capgemini – which is running a business transformation project within Game at present – introduced the retailer to the system.

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