Razer’s Journey to Phenomenal Customer Service

Grace Tang, Global Head, Customer Advocacy, Razer Inc.

Grace Tang, Global Head, Customer Advocacy, Razer Inc.

Grace Tang is the Vice President, Global Customer Advocacy, at Razer, and possesses vast technical experience working in industries such as IT, Telco, Fintech, and Consumer Electronics. She is a customer experience (CX) professional with a strong background in hardware and software, skilled in effectuating customer transformations and improving business and process development operations.

In an exclusive interview with CIO Review, Grace has shared her valuable insights on the technological tools and best practices utilized in customer service.

What are some of the traditional aspects that customers struggle within their experience journey?

I think most people would talk about the pandemic first because it changed everything. Customer support came in a different way as well, when they switched to digital from traditional platforms. In my years of being in this arena, I observed how people gradually transitioned from the traditional support channels such as simple phone calls to the more digital channels of chat boxes and emails. The pandemic only accelerated the move towards modern collaborative tools and social media platforms. Post lockdown has been a middle ground of going back to the traditional channels, while still having access to the digital ones. Currently customers and support executives are trying to adjust and provide balance.

What according to you are some of the technological tools and solutions that have helped Razer deliver desirable customer experiences?

In the past, we have always leveraged customer relationship management (CRM) systems and delivered support through phone, which are the common traditional paths. As we evolved, social media became the new platform where brands like ourselves are able to communicate with our customers. While industry players leverage on tools like Sprinklr and Khoros to enable a unified customer experience for our consumers,

Razer takes it a step further and includes both manual as well as digital resources behind all these channels. Those are the tools that were put together to make sure that an Omni-channel support is provided to our customers.

Would you be able to share with us an example of how your expertise along with recent trends helped customers reach a certain stage of maturity?

The social media channels, particularly in this era, instantly changed our way of supporting customers. Now we have gone into social listening, and that helps us understand who the gamers are and what they’ve been talking about. Razer is very active on social media channels such as Facebook, Instagram, Twitter, and Reddit, providing us instant connection and knowledge of what the customer wants. Where we are heading towards is essentially another change in terms of how Razer delivers an effective customer experience and meeting the customer where they are.

Use technology as your pillar of support, invest in your team for specialized skills, so they can leverage the technology and provide the required customer experience

Are there any best practices in terms of how Razer improves the customer experience from a managerial perspective?

Through my years in the industry, I believe that there are two aspects of customer experience: the customer and my team members. Whenever we take an initiative to further support our gamers, the first step is always to establish a solid experience journey from the perspective of the customer. We also need to make sure that our team members’ expectations are also met. Mostly, people would just meet the expectations of the customers, but the agents supporting them are just as important. That is how we can make sure that our agents are equipped with the relevant knowledge—and tools—to be able to deliver what the customer needs.

Is there a piece of advice that you would like to offer to some of the new people entering into the customer service industry?

It goes back to what I shared earlier: the focus needs to be on the customer and on the team. Use technology as your pillar of support, invest in your team for specialized skills, so they can leverage the technology and provide the required customer experience. That is how I have been building my team, while delivering the expected level of experience to our customers in Razer. It is really important to balance between the technology, customers and our people.

Is there anything else that you would like to include in this article for our readers?

In our area of business, as much as we would like to utilize technology to deliver solutions to the gamers, there should be a human touch. We need to also understand that there are different groups or segments of customers out there. Human touch with the knowledge or particular interest to understand the expectations of different age groups of customers is important in o ur l ine o f w ork. I t i s a f ine b alance between the human touch, the technology, and of course, your team members.