Tencent Games Case Study

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Table 3. QQ Speed’s real time online players in the year of 2009 [Tc Internal Database, 2016]. Regarding employees, no matter current workers or further potential applicants, some of them may reconsider whether working for this company is a wise choice. If Tencent Games cannot deal with its public relations problem properly, it may lose some of its further applications, even current employees. This may lead to a worse problem in which Tencent will lose many talented people in many domains such as program design, marketing, research, customer service, etc., and its further products and services would possibly not be as good as before. If this happens, days when Tencent suffers from difficulty will certainly be the prime time for its competitors …show more content…
However, if Tencent does not take actions to fix these problems as soon as possible, in the long run, the company’s brand will lose value and be co-destroyed by those parties. Value co-destruction, an international process between services systems that results in a decline in at least one of the systems’ well-being, is definitely applicable to Tencent Games case if the company does not deal with its bad reputation properly (Plé & Cáceres, 2010). First, customers will bring undesirable reactions towards the company as a result of being influenced negatively. For example, after realizing that QQ X5 didn’t have any creation and Tencent Games did not make any change based on players’ comments and suggestions, many people unloaded and gave worse rates/comments to the game. Customers have strong word of mouth powers, which may bring the company double sided effects. If companies can generate positive word of mouth comments from their clients, they will harvest trust, loyalty, buzz and more (Patton, 2015). Conversely, if a company does not satisfy its customers, the negative word of mouth marketing will not only damage the company’s reputation more, but also make the company lose support and future business opportunities (Blake, 2012). Tencent Games did not just lose players, but from whom it also backfired itself with negative word of mouth comments …show more content…
To achieve the transformation from GDL to SDL, Tencent Games should start with following strategies:
1. Build a professional customer service system which only works for Tencent Games:
• Hire customer service professionals to work together: To assure that all customers' requests can be responded, Tencent Games need a specialised customer service team which can work for Tencent Games 7/24 rather than continue using part of Tencent's general customer service team.
• Give professional training to employees: To improve the quality of response, Tencent Games need to train its employees to acquire a more professional knowledge of Tencent's games, as well as how to better understand and to answer customers' questions.
2. Interact actively with players:
• Co-design games with players: Invite players to participate in game idea collection and development (for example, hold an idea collection conference for selected players). This may help Tencent Games to have a better and clearer view of players' preferences, also improve players' impression towards the company since they will realise that Tencent Games cares about

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