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Customer Story
Industry
Customer Support
Headquarters
Sydney, Australia
Solution
Comm100 AI Live Chat
Comm100 customer
Since 2016
ITSM operates as a comprehensive support services provider for the gaming industry, managing customer interactions for multiple gaming brands through their state-of-the-art contact center in Sydney, Australia.
With over 400 staff members and a never-close operating model, ITSM has built a reputation for reliability and excellence in the competitive gaming solutions sector.
“We have a 24/7 call center that is running around the clock. We never closed for a day or an hour in 23 years,” explains Tom Seelbach, Head of Contact Center Chat Systems, who has been working in IT service management for nearly 16 years.
The company’s service model is uniquely comprehensive; they handle everything in-house from support to technology, administration, marketing, and graphics for their gaming clients.
This holistic approach requires sophisticated communication tools that can handle high-volumes and multilingual customer interactions, while maintaining the security and reliability that gaming operations demand.
ITSM’s customer base spans multiple continents, with gaming customers accessing support through chat buttons and help sections embedded directly in gaming software and websites.
When customers can’t find answers through self-service options, they can immediately connect with ITSM’s expert support team through their integrated AI live chat functionality powered by Comm100.
The company operates with a complex organizational structure that includes general support staff, VIP support teams, and specialized departments, all of whom require access to chat histories, reporting, and customer interaction data to deliver consistent, high-quality service.
ITSM’s journey to Comm100 began as they started seeking a new alternative to their existing provider. While they had maintained a positive working relationship for many years, the organization recognized an opportunity to elevate their gaming customer experience by partnering with a solution better aligned with their strategic vision and operational requirements.
The primary catalyst for change was a desire to move towards modern infrastructure. The organization was proactively seeking to modernize their technology foundation, driven by a vision to implement more advanced, scalable solutions.
This strategic initiative reflected their commitment to staying ahead of the curve and ensuring their customer service capabilities could support long-term business objectives and emerging market demands.
ITSM’s gaming clients required highly customized chat implementations with specific security requirements that went far beyond standard chat button deployments. Their software platforms included custom wrappers, desktop shortcuts, and security protocols that prevented simple chat integration.
“We have a highly customized chat implementation for our websites and products with specific security requirements,” Seelbach explains. “The system screens customer information and passes it through query strings to an intermediate website that handles the redirect process.”
Finding a chat provider capable of supporting these complex technical requirements while maintaining security standards proved challenging during their vendor evaluation process.
With gaming customers distributed across multiple continents, ITSM needed a chat solution that could deliver consistent performance regardless of geographic location.
Their global expansion strategy required specific infrastructure capabilities:
The company sought a provider that could accommodate these demanding global performance requirements; capabilities that would support their continued international growth.
“We don’t necessarily have departments in our contact center. But we’re using departments as a way of classifying the knowledge of staff,” Seelbach notes.
ITSM’s contact center structure didn’t follow traditional departmental lines. Instead, they used a skills-based routing system where agents could be assigned to multiple “departments” representing different areas of expertise.
This required sophisticated routing capabilities that could handle multiple criteria and variables within segments: advanced functionality that would be essential for their operational success.
After evaluating numerous chat providers, ITSM selected Comm100 because the platform met their complex requirements while Comm100 delivered the responsive partnership approach they needed for a smooth transition.
Comm100 differentiated itself by committing dedicated resources to the migration process.
“Comm100 was the most engaging company in terms of understanding our needs,” Seelbach explains. “They offered us a dedicated server and tech team to handle the migration.”
This comprehensive migration package included:
Comm100’s sophisticated routing system aligned perfectly with ITSM’s skills-based contact center structure. The platform delivered advanced segment-based routing that enabled them to create complex rules using multiple criteria and variables, directing customers to agents with the specific expertise they needed for their gaming-related inquiries.
“Common 100 had a very, very advanced and detailed way of making this work already at the time, right out of the box,” Tom notes.
Comm100 even expanded segment capabilities based on ITSM’s feedback:
“I can set up language-specific chat windows: English for English speakers, French for French speakers. When someone connects from France, the entire chat experience — buttons, messages, and interface — appears in their native language,” Seelbach explains.
Gaming operates as a truly global industry, and ITSM needed chat capabilities that could instantly adapt to new markets and languages. Comm100’s multilingual functionality delivered both real-time translation through Google integration and native language chat interfaces.
The key multilingual capabilities included:
Comm100’s multi-continent server infrastructure directly addressed ITSM’s performance requirements for global gaming customers. The platform delivered strategically distributed servers to minimize latency and ensure consistent performance regardless of customer location.
Comm100’s global infrastructure solution for ITSM offered:
This setup ensured that gaming customers experienced fast, reliable chat connectivity whether they operated in North America, Asia, or other regions, eliminating the geographic performance issues that had plagued their previous solution.
Rather than forcing ITSM to adapt to standard platform limitations, Comm100 recognized their unique technical requirements and developed custom features specifically to support their complex integration needs.
“Comm100 also developed some features for us that weren’t there out of the box, which then basically enabled us to have a superior product to service our customers,” says Seelbach.
The development team created mission-critical functionality for query string variables and customer data passing; capabilities that ITSM required for their security-conscious gaming environment but that Comm100’s standard offering didn’t include.
The partnership between ITSM and Comm100 has delivered measurable improvements across multiple dimensions of customer support operations, while also enabling them to track key metrics to optimize for efficiency.
“Everyone was very happy about it, and very much looking forward to it,” Seelbach reports.
The modern interface design and familiar mobile chat aesthetic made the platform immediately appealing to support staff who had been working with outdated tools. Features like the highly requested dark mode demonstrated Comm100’s responsiveness to user feedback.
“The teams are very, very responsive to everything. If I send an email, I usually get a reply within a couple of hours. If we hit someone up on chat for tech support, there’s always someone available,” Seelbach says.
One of the most significant benefits has been the exceptional quality and speed of technical support when issues arise.
This responsive support model has proven particularly valuable during peak gaming periods when technical issues require immediate resolution to maintain customer service quality.
Perhaps most importantly for a 24/7 gaming operation, Comm100 has delivered the reliability that ITSM’s business model demands. With customers expecting immediate support regardless of time zones or gaming activity levels, platform stability directly impacts revenue and customer satisfaction.
The solution has successfully handled ITSM’s substantial daily chat volumes while maintaining performance during peak periods driven by seasonal gaming campaigns and promotional activities.
ITSM actively participates in Comm100’s product development process, providing insights that shape platform evolution.
“I’ve been working with Tony, Alan, and recently Chad from the product team, sharing insights and feedback. We help improve the product by passing along what our staff thinks Comm100 should include.” Tom reflects.
“In terms of the integration, and in terms of the supports that you do get with Comm100. It is probably the best choice in terms of offering versus value,” Seelbach concludes.
For ITSM, the decision to partner with Comm100 for improved customer service has proven to be transformational across multiple dimensions of their business. From enabling complex technical integrations to supporting global expansion and maintaining 24/7 operational excellence, the platform has consistently delivered value that justifies their continued partnership.
The success of this partnership demonstrates how the right chat platform can become a strategic enabler for companies operating in demanding, high-stakes industries like gaming.
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