If we're going to use graphs let's try to add something to it that may make it more relevant. It is well known by most corporations, marketing firms, pr firms, and I'm sure EA/BW knows as well that when there is one complaint there is more than likely 26 silent complaints. This magical number '26' comes from studies/research done by the White House Office of Consumer Affairs and other customer service research firms (feel free to Google). I've seen this magical number used many times to gauge negative response. It's pretty much the standard number used to determine how po'd your customers are.
Anyhow, I digress...
So if EA/bw sold 2,150,000 copies.
Known complaints 66,000
Now let's multiply that 66k by the magic number of 26 (not adding the original 66k for +/-)
The actual number of complaints would be...1,716,000
That's nearly 80%... let's see that in graph form:

Ouch! That's pretty bad! Okay, well let's tone it down a bit. They say that out of the additional 26 silent complaints 6 should be taken seriously. Meaning, if those 6 knew how to properly vent their frustrations they would do so and most likely take action.
So again, 2.15m sold copies.
66k complaints
Multiplied by the new magic number of seriously po'd people..
The actual number of complaints would be... 396,000. Not as bad as before but nearly 20% of all sales.
Let's play it safe and split the difference. So (calculator typing)....660,000 - or 30% - not the the majority but that's a pretty big number. I'm not sure what EA/BW hopeful conversion rate for DLC and extended sales are but I'm pretty sure that 660k would severely affect additional sales. I know that most consumer retailers have a minimum conversion rate of 3%. In other words for every 100 who bought their product they want at least 3% buying extras. Well here's the bad news for EA/BW... 3% of 2.15m is... 64,500! That's really bad when you have 66,000 unhappy customers.
Bottomline, if it was only 66k customers complaining then they wouldn't bother to do anything... but I'm pretty darn sure they've done their own math and they know it's not looking good.
Modifié par OkaeOne, 05 avril 2012 - 07:27 .





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