To Zenimax: Marketing Insights

Skitttles

Comment cards go straight to the trash bin, don't you know?

silvereyes

Edit: removed because I couldn't stand that gif anymore

anitajoneb17_ESO

With all due respect, I highly doubt that someone with four subs on four different accounts for just one player is in any way representative of any significant player profile. You're a niche, OP. Sorry.

silvereyes

anitajoneb17_ESO wrote: »

With all due respect, I highly doubt that someone with four subs on four different accounts for just one player is in any way representative of any significant player profile. You're a niche, OP. Sorry.

Yup. Let's see:

• OCD
• crowns to spend
• history of buying big-ticket items from the Crown Store
• willing to spend crowns on more than one account

You're absolutely right. I must not be the type of customer Zos wants.

anitajoneb17_ESO

silvereyes wrote: »

anitajoneb17_ESO wrote: »

With all due respect, I highly doubt that someone with four subs on four different accounts for just one player is in any way representative of any significant player profile. You're a niche, OP. Sorry.

Yup. Let's see:

• OCD
• crowns to spend
• history of buying big-ticket items from the Crown Store
• willing to spend crowns on more than one account

You're absolutely right. I must not be the type of customer Zos wants.

Sorry again, but you're mislead here. Sure, you spend an awful lot of money on the game. But that's doesn't make you a majority of any sort. If a company has a finite amount to invest in order to increase sales, they'll target on the most profitable segment of their customer base.
If out of 100 players, say 2 players, (including you) spend 1000$/year on the game (totalling 2000$ income) and 500 spend 50$/year (totalling 25000$ income), the company will target those five hundred players and try to make then spend 60$/year instead of 50 (increasing income by 5000$). If in the process they lose you and your 1000$, so be it. If they targeted you instead, they would maybe get you to spend 1100$ instead of 1000$ (increasing sales by 200$).
In the first case, they increase by 3000$ (5K-2K), in the 2nd case, they increase by 200$. Choice easily made. Business 101.

I'm always puzzled seeing how people think they're "important". Of course you are, as a humanbeing, but as a customer, sorry, you're not. As a customer, you'll be catered to if you belong to the commercial target(s), else sorry, you're most welcome to spend your money but you won't be specifically catered to.

vyndral13preub18_ESO

anitajoneb17_ESO wrote: »

silvereyes wrote: »

anitajoneb17_ESO wrote: »

With all due respect, I highly doubt that someone with four subs on four different accounts for just one player is in any way representative of any significant player profile. You're a niche, OP. Sorry.

Yup. Let's see:

• OCD
• crowns to spend
• history of buying big-ticket items from the Crown Store
• willing to spend crowns on more than one account

You're absolutely right. I must not be the type of customer Zos wants.

Sorry again, but you're mislead here. Sure, you spend an awful lot of money on the game. But that's doesn't make you a majority of any sort. If a company has a finite amount to invest in order to increase sales, they'll target on the most profitable segment of their customer base.
If out of 100 players, say 2 players, (including you) spend 1000$/year on the game (totalling 2000$ income) and 500 spend 50$/year (totalling 25000$ income), the company will target those five hundred players and try to make then spend 60$/year instead of 50 (increasing income by 5000$). If in the process they lose you and your 1000$, so be it. If they targeted you instead, they would maybe get you to spend 1100$ instead of 1000$ (increasing sales by 200$).
In the first case, they increase by 3000$ (5K-2K), in the 2nd case, they increase by 200$. Choice easily made. Business 101.

I'm always puzzled seeing how people think they're "important". Of course you are, as a humanbeing, but as a customer, sorry, you're not. As a customer, you'll be catered to if you belong to the commercial target(s), else sorry, you're most welcome to spend your money but you won't be specifically catered to.

But how do you know? I understand what you are saying, and it makes sense. Zos has never and will never release a this is our target audience list, and if you arent in it dont bother us statement.

So you post basically amounts to, if you see something you dont like, either accept it or leave, because you arent the target. With no actual way to know if you are in the target audience or what the goal is, feedback is pointless. Because you have no way of knowing. Am i in the audience and this is messed up? Or am i not and this is normal just not for me?.

I would prefer everyone post ideas about making the game better. Even more so when it is a well thought out orginized post. With what basically amounts to quality of life changes and ask the customer what they want more. I would rather they not look at something and decide well i guess this isnt for me, I guess ill leave. Because even if they arent the target, Zos not listening to someone and throwing away easy business is silly.

The game has lost more then enough business in its short life.

silvereyes

anitajoneb17_ESO wrote: »

As a customer, you'll be catered to if you belong to the commercial target(s), else sorry, you're most welcome to spend your money but you won't be specifically catered to.

I don't disagree. I would argue, though, that anyone with less money to spend on the game and investment in the game will have an even harder time finding good value here than I will.

I'm not asking for any sort of special treatment here. I'm raising issues that have been raised by others on the forums many times.

Feel free to add your own perspective on any of the actual issues, though. But please try to avoid personal attacks.

kevlarto_ESO

I do agree with some of the posts here, but the bottom line is they will not listen to players when it comes to adding more ways for them to make profit, every game that has added any type of gambling boxes were met with protest but they were all added, it is ok to voice your opinions but don't expect any changes.

I bought a boat load of boxes on the PTS, I found nothing that I needed, nothing to make my character, stronger or give me any kind of edge, when they come live in the future I have no plans of buying any and my game play will not suffer.

anitajoneb17_ESO

vyndral13preub18_ESO wrote: »

But how do you know? I understand what you are saying, and it makes sense. Zos has never and will never release a this is our target audience list, and if you arent in it dont bother us statement.

So you post basically amounts to, if you see something you dont like, either accept it or leave, because you arent the target. With no actual way to know if you are in the target audience or what the goal is, feedback is pointless. Because you have no way of knowing. Am i in the audience and this is messed up? Or am i not and this is normal just not for me?.

Well, in most cases you know - even inconsciously - if you're in the target or not. If you want to eat caviar and drink champaign, you don't go to McDonald's. If you still go there and offer 1000$ for it, they might or might not do it, but even if they do, they won't put caviar and champaign on their menu ever. They don't want 10 rich people a month ordering caviar and champaign for 200$ each, they want 1000 normal people a DAY ordering hamburgers for 10$ each.

WIth ESO it's not that obvious to tell whether we're the "target" or not, and obviously they won't tell us. But looking at the direction the game is heading, and the design decisions, I think they're targeting the social players more and more, and the competitive players less and less. But that's just my guess.

Feedback is always good and useful, but ZOS will cross-check it with facts. If I say "listen ZOS, I hate dungeons, and here is why, so you should remove dungeons from the game", ZOS will check, see that an overwhelming majority of players do in fact run dungeons. So they'll discard my feedback. On the other hand, if their data shows that noone does crafting dailies anymore, they will look at the feedback to try and find out why and what they can do about it.

Back to OP (I'll use that opportunity to answer to @silvereyes as well), I'm sorry if I seemed to attack you - I wasn't. But from the way you phrased (and titled) your post, it's not clear whether you simply want to express some concerns and suggestions for the game, or if you think that you spent enough money on the game that those suggestions are more valuable than anyone else's, or that ZOS should adapt to people like you because of your expenses on the game ? Not clear.

Imagine a customer in a hotel, saying "you should serve this and this for breakfast. You see, I rent four rooms in this hotel every night - even though I sleep only in one of them, I simply enjoy paying for four. Now since I am such a loyal customer, you should listen to my suggestions, else I will not rent those rooms anymore. This is how you can earn back my business..."
Do you really think the hotel (who MUST cater to their "average", majority customers) should listen to someone who makes such an obviously unique, almost irrational use of their services ? Just asking.

silvereyes

anitajoneb17_ESO wrote: »

But from the way you phrased (and titled) your post, it's not clear whether you simply want to express some concerns and suggestions for the game, or if you think that you spent enough money on the game that those suggestions are more valuable than anyone else's, or that ZOS should adapt to people like you because of your expenses on the game ? Not clear.

Feel free to go back and read my other comments. Here's a link where I clarify my motivation: https://forums.elderscrollsonline.com/en/discussion/comment/3401061/#Comment_3401061

I guess I could re-title the post "Marketing insights for ZOS: why I left the Crown Store, and why I would potentially return", but that seems a bit of a mouthful, no?

vyndral13preub18_ESO

anitajoneb17_ESO wrote: »

vyndral13preub18_ESO wrote: »

But how do you know? I understand what you are saying, and it makes sense. Zos has never and will never release a this is our target audience list, and if you arent in it dont bother us statement.

So you post basically amounts to, if you see something you dont like, either accept it or leave, because you arent the target. With no actual way to know if you are in the target audience or what the goal is, feedback is pointless. Because you have no way of knowing. Am i in the audience and this is messed up? Or am i not and this is normal just not for me?.

Well, in most cases you know - even inconsciously - if you're in the target or not. If you want to eat caviar and drink champaign, you don't go to McDonald's. If you still go there and offer 1000$ for it, they might or might not do it, but even if they do, they won't put caviar and champaign on their menu ever. They don't want 10 rich people a month ordering caviar and champaign for 200$ each, they want 1000 normal people a DAY ordering hamburgers for 10$ each.

WIth ESO it's not that obvious to tell whether we're the "target" or not, and obviously they won't tell us. But looking at the direction the game is heading, and the design decisions, I think they're targeting the social players more and more, and the competitive players less and less. But that's just my guess.

Feedback is always good and useful, but ZOS will cross-check it with facts. If I say "listen ZOS, I hate dungeons, and here is why, so you should remove dungeons from the game", ZOS will check, see that an overwhelming majority of players do in fact run dungeons. So they'll discard my feedback. On the other hand, if their data shows that noone does crafting dailies anymore, they will look at the feedback to try and find out why and what they can do about it.

Back to OP (I'll use that opportunity to answer to @silvereyes as well), I'm sorry if I seemed to attack you - I wasn't. But from the way you phrased (and titled) your post, it's not clear whether you simply want to express some concerns and suggestions for the game, or if you think that you spent enough money on the game that those suggestions are more valuable than anyone else's, or that ZOS should adapt to people like you because of your expenses on the game ? Not clear.

Imagine a customer in a hotel, saying "you should serve this and this for breakfast. You see, I rent four rooms in this hotel every night - even though I sleep only in one of them, I simply enjoy paying for four. Now since I am such a loyal customer, you should listen to my suggestions, else I will not rent those rooms anymore. This is how you can earn back my business..."
Do you really think the hotel (who MUST cater to their "average", majority customers) should listen to someone who makes such an obviously unique, almost irrational use of their services ? Just asking.

It is a question of degrees. Is the customer asking for you to have hot sauce for their eggs. Or are they asking for you to remodel the dinning room because they want a laser light show with breafast.

The op seemed to be asking for hot sauce.

starlizard70ub17_ESO

Rohamad_Ali wrote: »

I'm just B2P . Once in awhile I'll hit a crown sale . This keeps my game life simple . When they do things I do not like , doesn't bother me as much and I just don't participate .

I think I'm going to follow your payment model soon, the reasons to stay subbed are pretty much non-existent anymore. (and then I won't feel guilty taking a break to play other games )

silvereyes

Also, just to clarify things in case anyone is wondering ... I'm not rich IRL. I spend a lot on video games, but it's my "thing". Most people have a "thing" where they lose self control of their spending. For some clothes. Others it's travel or cinema or cars or music or dining or whatever.

Mine is video games. Before ESO came along, Steam got almost all of that money. For the past year and a half, Zenimax has been getting that money.

I'm actually a little relieved at my present finances, honestly. I still play the game, but feel no desire to even open the Crown Store.

DHale

Has anyone thought about WHY ZOS is putting crown crates in the crown store? It's a revenue stream, if you think it is not going to be popular I have sone raw jute to sell you for 185 per. If you quit this game or step back due to "ethical reasons" then I don't want to see you in 7 11 or Circle K... they sell lottery tickets. Don't buy them they do not affect your game play a bit. I will buy zero crates, but if you want to buy them knock yourselves out.

vyndral13preub18_ESO

DHale wrote: »

Has anyone thought about WHY ZOS is putting crown crates in the crown store? It's a revenue stream, if you think it is not going to be popular I have sone raw jute to sell you for 185 per. If you quit this game or step back due to "ethical reasons" then I don't want to see you in 7 11 or Circle K... they sell lottery tickets. Don't buy them they do not affect your game play a bit. I will buy zero crates, but if you want to buy them knock yourselves out.

I wonder if there are published list of what you might win and your odds of winning, on those lottery tickets. Much like what the op is asking for....

Bam_Bam

silvereyes wrote: »

Giles.floydub17_ESO wrote: »

@silverelyning_ESO

Businesses tend to listen to customers vs those that are no longer doing business.

Additionally, your thread is one of many where someone felt that their reason for leaving was so important they needed to post it in the forums. A long list that has had an insignificant impact on the business.

Cya

But I am still a potential customer. That's the entire point of the post. I'm not ragequitting. I'm trying to provide constructive feedback to ZOS about how they can take my money.

You really do seem to have a massively inflated sense of self-importance.

vyndral13preub18_ESO

Baranthus wrote: »

silvereyes wrote: »

Giles.floydub17_ESO wrote: »

@silverelyning_ESO

Businesses tend to listen to customers vs those that are no longer doing business.

Additionally, your thread is one of many where someone felt that their reason for leaving was so important they needed to post it in the forums. A long list that has had an insignificant impact on the business.

Cya

But I am still a potential customer. That's the entire point of the post. I'm not ragequitting. I'm trying to provide constructive feedback to ZOS about how they can take my money.

You really do seem to have a massively inflated sense of self-importance.

I agree. A customer of a service they pay for. Providing a clear well written list of things that will make them a happier customer, and encourage them to spend more money on that service. Obviously marks them as a raging ego maniac.

silvereyes

Baranthus wrote: »

You really do seem to have a massively inflated sense of self-importance.

Not sure what people want me to say. If this makes you feel better, here you go:

• I am not important
• I am different than you
• I don't represent you
• I don't represent any majority
• I don't want to be treated any differently than other players

Not sure how I can be any more clear than that.

Edit: I've re-titled the post and added an explanation of the purpose of the post to the very top, in blue. Hopefully that makes my motivations a little more clear.

UrQuan

Giles.floydub17_ESO wrote: »

Businesses tend to listen to customers vs those that are no longer doing business.

This is patently false. There's a very good reason why almost every successful business makes a point of reaching out to customers who are leaving/have left to try to find out why they are leaving and what would make them stay. If a business doesn't, then typically they'll see an ever-dwindling customer base.

In fact, ZOS is one of the companies that does this. I don't think they do for everyone who cancels a subscription, but for people who have subscribed for a significant amount of time, when they unsubscribe they get an email asking them why and what types of things would make them likely to stay subscribed or re-sub in the future.

anitajoneb17_ESO

UrQuan wrote: »

Giles.floydub17_ESO wrote: »

Businesses tend to listen to customers vs those that are no longer doing business.

This is patently false. There's a very good reason why almost every successful business makes a point of reaching out to customers who are leaving/have left to try to find out why they are leaving and what would make them stay. If a business doesn't, then typically they'll see an ever-dwindling customer base.

In fact, ZOS is one of the companies that does this. I don't think they do for everyone who cancels a subscription, but for people who have subscribed for a significant amount of time, when they unsubscribe they get an email asking them why and what types of things would make them likely to stay subscribed or re-sub in the future.

You're correct, @Urquan . However, there's a big difference between explaining why someone leaves and explaining under what conditions someone would return. Also, there is a big difference between feedback/suggestions about the game and opinions/advice on how ZOS should run their company. As I mentioned several times here on these forums, being a customer and being a boss are two different things.
That's why, while OP is polite and well written and structured, I still don't see it as constructive criticism. No big deal though, ZOS, like any company, knows how to decipher rants.

e1team

anitajoneb17_ESO wrote: »

silvereyes wrote: »

anitajoneb17_ESO wrote: »

With all due respect, I highly doubt that someone with four subs on four different accounts for just one player is in any way representative of any significant player profile. You're a niche, OP. Sorry.

Yup. Let's see:

• OCD
• crowns to spend
• history of buying big-ticket items from the Crown Store
• willing to spend crowns on more than one account

You're absolutely right. I must not be the type of customer Zos wants.

Sorry again, but you're mislead here. Sure, you spend an awful lot of money on the game. But that's doesn't make you a majority of any sort. If a company has a finite amount to invest in order to increase sales, they'll target on the most profitable segment of their customer base.
If out of 100 players, say 2 players, (including you) spend 1000$/year on the game (totalling 2000$ income) and 500 spend 50$/year (totalling 25000$ income), the company will target those five hundred players and try to make then spend 60$/year instead of 50 (increasing income by 5000$). If in the process they lose you and your 1000$, so be it. If they targeted you instead, they would maybe get you to spend 1100$ instead of 1000$ (increasing sales by 200$).
In the first case, they increase by 3000$ (5K-2K), in the 2nd case, they increase by 200$. Choice easily made. Business 101.

I'm always puzzled seeing how people think they're "important". Of course you are, as a humanbeing, but as a customer, sorry, you're not. As a customer, you'll be catered to if you belong to the commercial target(s), else sorry, you're most welcome to spend your money but you won't be specifically catered to.

I'm sorry but the OP actually right (even if it looks strange if a person got 4 active accounts. WTF?), if looked on from economics studies perspective. It's called Pareto Principle (look it up if you don't believe me): 20% of customers bring 80% revenue.

anitajoneb17_ESO

e1team wrote: »

I'm sorry but the OP actually right (even if it looks strange if a person got 4 active accounts. WTF?), if looked on from economics studies perspective. It's called Pareto Principle (look it up if you don't believe me): 20% of customers bring 80% revenue.

I really don't see what you mean here. What has the Pareto Principle got to do with OP, or his argumentation ?

Besides, The Pareto Principle goes far beyond just the customers/revenue aspect (it's also cause/consequences, effort/result, etc...) and does not necessarily apply everywhere. If relevant at all here, it only reinforces the principle according to which investments should be concentrated on the most profitable market segment - which certainly isn't "players with four subs at once"...

UrQuan

anitajoneb17_ESO wrote: »

UrQuan wrote: »

Giles.floydub17_ESO wrote: »

Businesses tend to listen to customers vs those that are no longer doing business.

This is patently false. There's a very good reason why almost every successful business makes a point of reaching out to customers who are leaving/have left to try to find out why they are leaving and what would make them stay. If a business doesn't, then typically they'll see an ever-dwindling customer base.

In fact, ZOS is one of the companies that does this. I don't think they do for everyone who cancels a subscription, but for people who have subscribed for a significant amount of time, when they unsubscribe they get an email asking them why and what types of things would make them likely to stay subscribed or re-sub in the future.

You're correct, @Urquan . However, there's a big difference between explaining why someone leaves and explaining under what conditions someone would return.

There is a difference between them (the former gives feedback that aids with customer retention, and the latter gives feedback that aids with customer reacquisition), but both are pieces of feedback that companies typically seek out when customers leave, because both are very valuable. Granted, the feedback that aids with retention is more valuable because it's generally cheaper to keep a customer than it is to entice a customer to return, but both are important for any well-run company.

anitajoneb17_ESO wrote: »

Also, there is a big difference between feedback/suggestions about the game and opinions/advice on how ZOS should run their company.

Well, there is and there isn't. A well-run company will consider both. The biggest difference between those 2 classifications of feedback is that a customer is less likely to have the complete picture when giving feedback on various aspects of how the company should be run. That doesn't mean that the company shouldn't pay attention to that feedback, it just means that feedback in that category needs more filtering before it becomes really useful.

For example, (and this is a purely fictional example) say that exit interviews show that 50% of people canceling their subs for a particular game cite a lack of content as the main reason why they left, while 50% cite rude customer service as the main reason.

Odds are, it would be easier for the company to address the CS issue than the lack of content issue, as the CS issue mostly requires training and appropriate management of the CS department (which can be improved relatively quickly, and usually without significant additional expense), while the content issue can only be addressed with a whole bunch of additional development, which takes time and resources that the company may not have.

But, maybe the reason for the rude CS is something that isn't apparent to the customers and isn't as simple to fix as something like that usually would be. Maybe they recently had to get rid of most of their team, and they're left with only 1 guy doing it who is totally burnt out. Maybe because of various constraints they can't simply hire more people until after the end of the fiscal year.

That probably was a pretty bad example, but hopefully you see what I'm getting at. Sometimes feedback about how the company is run is more valuable and easier to address than feedback about the game. Sometimes it's the opposite. Both are valuable because both give the company an idea of what the perceived problems are. That doesn't necessarily mean that they can or will address those problems, but knowing where those perceived problems are is incredibly useful.

anitajoneb17_ESO wrote: »

As I mentioned several times here on these forums, being a customer and being a boss are two different things.
That's why, while OP is polite and well written and structured, I still don't see it as constructive criticism. No big deal though, ZOS, like any company, knows how to decipher rants.

No, it's definitely constructive criticism. A boss doesn't have to do everything customers want (and if the boss does give in to the customers on everything, that's generally a sign of a bad boss), but a boss should listen to all of the feedback the customers give him, whether it's feedback on the product, on how the company is run, or whatever.

The only feedback that should be completely ignored is the feedback that's not grounded in reality. If someone is ranting and raving and grossly exaggerating or flat-out lying about things, then that person should be completely ignored. If that's not the case, then all feedback is valuable.

MasterPerceval

What if: Zos is really darn tired of this game and has new, more interesting projects to focus on. Therefore they want to squeeze the last bit of profit out of ESO and then call it a day.

It's the darkest thought, I know, but it is there..

Grymmoire

Although I totally agree with the well conceived ideas and logic of the OP's and others, I am very pessimistic that we would eve see changes as denoted. I feel we would have a better chance of the following happening:

Mandragora

Poor OP, this is what happens if someone is trying to post a constructive post.
To the all 17_ESO - I don't know about any successful game with crates, sorry, they all became mediocre because of lack of money or they even started that way, well if that is what ZOS wants, let them have it. I just have to say - if it would be possible to prove, that the crates lowered their profit, would it make the ones, who were responsible for that idea, leave the company? and if they maybe have higher salary for higher profit, would it cut their salary? Because if yes, then maybe they would speak differently if it would be higher risk for them...

RazielSR

MasterPerceval wrote: »

What if: Zos is really darn tired of this game and has new, more interesting projects to focus on. Therefore they want to squeeze the last bit of profit out of ESO and then call it a day.

It's the darkest thought, I know, but it is there..

That is obvious and you have to be blind to not see it since the very beginning. ESO is here mainly to get money from TES players in the first year,get attention from random mmo players and continue getting money from TES players while they wait for the next TES.

This has been talked thousand of times even in beta days.

ESO means money between TES games for Zenimax. They saw a business option and they went for it. Understandable.

Zenimax is gonna milk ESO(and TES brand) and imo they have more mmos coming from ZOS in mind since the release of ESO.

It is normal. It is a company and they work to earn money.

Some developers jumped when b2p happened cause that was the end of the bill payments. This is a completely normal behaviour in videogames industry. They shifted the model once they got what they needed. They sold something that was never meant to be b2p...and once they saw the goal was reached..it ended up being b2p. As it will end up being f2p. Laugh,call me troll. Dont matter. Me and others were trolls 2 years ago too and all is happening as expected.

Since b2p,ESO means just profit because all the bills were payed a long time ago (by TES fans until the game went b2p).

Now the only reason to continue running the game is profit. Gambling will be introduced soon. And it is normal too.

You can't blame ZOS for it. It is what it is: money.

Of course, ESO will continue having some cool things here and there but the game is more than done. Not that is gonna end tomorrow...it is just that YOU HAVE TO BE BLIND AND NAIVE if you dont understand what all this ESO thing is about.

And yes,it is a good game and I like. But cmon guys...grow and understand this is business...not your personal preferences or cries...This topic will be forgotten and while you are writting,the developers are just enjoying their salaries.

I mean...they will always chase money,it doesnt matter if you stay or not. Sometimes you will be happy with their decisions because you will fit with their current public target....and sometimes not.

Welcome to our world. I like some things in ESO more than before,I hate others.

I will continue playing and subbed. But I dont know how many time it will last for me. What is clear is that Im here playing cause TESVI is not released yet.

silvereyes

Grymmoire wrote: »

I feel we would have a better chance of the following happening: [flying_pig_gif]

That pig is mesmerizing. I must be tired, since I just stared at it for about a whole minute. I can't help but imagine that he's rocking out to some really catchy music.

geonsocal

UrQuan wrote: »

anitajoneb17_ESO wrote: »

UrQuan wrote: »

Giles.floydub17_ESO wrote: »

Businesses tend to listen to customers vs those that are no longer doing business.

This is patently false. There's a very good reason why almost every successful business makes a point of reaching out to customers who are leaving/have left to try to find out why they are leaving and what would make them stay. If a business doesn't, then typically they'll see an ever-dwindling customer base.

In fact, ZOS is one of the companies that does this. I don't think they do for everyone who cancels a subscription, but for people who have subscribed for a significant amount of time, when they unsubscribe they get an email asking them why and what types of things would make them likely to stay subscribed or re-sub in the future.

You're correct, @Urquan . However, there's a big difference between explaining why someone leaves and explaining under what conditions someone would return.

There is a difference between them (the former gives feedback that aids with customer retention, and the latter gives feedback that aids with customer reacquisition), but both are pieces of feedback that companies typically seek out when customers leave, because both are very valuable. Granted, the feedback that aids with retention is more valuable because it's generally cheaper to keep a customer than it is to entice a customer to return, but both are important for any well-run company.

anitajoneb17_ESO wrote: »

Also, there is a big difference between feedback/suggestions about the game and opinions/advice on how ZOS should run their company.

Well, there is and there isn't. A well-run company will consider both. The biggest difference between those 2 classifications of feedback is that a customer is less likely to have the complete picture when giving feedback on various aspects of how the company should be run. That doesn't mean that the company shouldn't pay attention to that feedback, it just means that feedback in that category needs more filtering before it becomes really useful.

For example, (and this is a purely fictional example) say that exit interviews show that 50% of people canceling their subs for a particular game cite a lack of content as the main reason why they left, while 50% cite rude customer service as the main reason.

Odds are, it would be easier for the company to address the CS issue than the lack of content issue, as the CS issue mostly requires training and appropriate management of the CS department (which can be improved relatively quickly, and usually without significant additional expense), while the content issue can only be addressed with a whole bunch of additional development, which takes time and resources that the company may not have.

But, maybe the reason for the rude CS is something that isn't apparent to the customers and isn't as simple to fix as something like that usually would be. Maybe they recently had to get rid of most of their team, and they're left with only 1 guy doing it who is totally burnt out. Maybe because of various constraints they can't simply hire more people until after the end of the fiscal year.

That probably was a pretty bad example, but hopefully you see what I'm getting at. Sometimes feedback about how the company is run is more valuable and easier to address than feedback about the game. Sometimes it's the opposite. Both are valuable because both give the company an idea of what the perceived problems are. That doesn't necessarily mean that they can or will address those problems, but knowing where those perceived problems are is incredibly useful.

anitajoneb17_ESO wrote: »

As I mentioned several times here on these forums, being a customer and being a boss are two different things.
That's why, while OP is polite and well written and structured, I still don't see it as constructive criticism. No big deal though, ZOS, like any company, knows how to decipher rants.

No, it's definitely constructive criticism. A boss doesn't have to do everything customers want (and if the boss does give in to the customers on everything, that's generally a sign of a bad boss), but a boss should listen to all of the feedback the customers give him, whether it's feedback on the product, on how the company is run, or whatever.

The only feedback that should be completely ignored is the feedback that's not grounded in reality. If someone is ranting and raving and grossly exaggerating or flat-out lying about things, then that person should be completely ignored. If that's not the case, then all feedback is valuable.

holy cow - i knew you were pretty cool, but, I had no idea you were some kind of genius business type person

silvereyes

@manavortex, @menedhyn, @obscure7m, @Actually_Goku, @UrQuan, @Mandragora: thank you for the kind words of support. It's a little daunting, opening up like this and dealing with the inevitable misunderstandings and (understandable) cynicism that follow. Thanks for keeping things positive.

The cat pics are getting old, so here's a red wolf pup, who runs wild and free of the crown crates in my dreams: