Ubisoft 2005 Annual Report Download - page 19

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CONSUMERS DRIVING STRATEGY
In an industry reputed for moving fast, strong consumer proximity is a must. At Ubisoft,
this challenge is successfully being addressed thanks to an increasingly effective sales
and marketing strategy that focuses on gaining an ever better understanding of gamers’
expectations and desires. Its wide-reaching distribution network and dedicated in-house
team of consumer and market research experts enable Ubisoft to anticipate market evolutions
and to channel its development and marketing strategy accordingly.
Committed to strengthening ties with its customers, Ubisoft continued to invest in
online technology in 2005, consolidating its position as a leader in this field. The ubi.com
gaming portal now receives 5 million unique internet visitors monthly and plays a key
role in building relations between Ubisoft and its fans via an internal network of community
managers. Competitions, forums, beta tests, and online surveys are all used to gather
feedback and suggestions for enhancing the quality of games in development. Consumer
focus groups and in-house market studies further contribute to developing analysis that
guides the company’s choices and decisions during the creation and promotion of a
new title.
SERVICE COUNTS
Building a strong, lasting relationship with the consumer does not stop at the sale: a recent
Ubisoft customer satisfaction survey clearly confirmed the importance of customer support
in the typical gamer’s purchase decision, justifying Ubisoft’s strategy to be a forerunner in
providing quality after-sales service. The company’s proactive policy to improve the
efficiency and availability of its customer service in recent years has resulted in a free
online FAQ system that offers round the clock “self-service” technical support in 5 languages.
This is just part of a multi-channel support strategy – assistance is also available by phone
and webmail – that not only enables the company to respond to questions within 24 hours,
but also cuts costs by anticipating player needs. 17
UBISOFT • 2006 ANNUAL REPORT
STRATEGY