Activision is behind some of the most popular games of the past 30 years—from Pitfall!® for the Atari 2600 to Guitar Hero®, Call of Duty, and Skylanders™ for today. In fact, the company’s Call of Duty: Modern Warfare® 3 was the biggest entertainment launch of all time—with sales of more than $400 million in North America and the UK in the first 24 hours.*
It’s not just sales that are important to Activision. Building relationships with customers is also a priority. Alongside Modern Warfare 3, the company launched an online platform, Call of Duty Elite, with free and paid subscription-based content and features. Call of Duty Elite enhances the Call of Duty franchise’s multiplayer experience and delivers a new level of engagement that brings customers together.
Activision also views its customer service operations as a chance to get closer to the gaming community. “We love talking to gamers, engaging with gamers, and solving their problems,” says Tim Rondeau, Senior Director of Customer Care. “We’re using Salesforce so we can interact with our customers in ways that work for them—in addition to taking phone calls, it’s important to expand our communication with our gamers on the web or through Facebook and Twitter.”
In the first year after implementing Service Cloud, Activision enjoyed a dramatically changed channel mix. Previously, half of customers experiencing issues used online self service, and the other half spoke with Activision reps over the phone. Today, over 80% of customer care is delivered via online self-service. And for the customers who need to speak with an agent, 40% are engaging in social channels, 40% in web chat and 20% over the phone.
Using ExactTarget Marketing Cloud, the team can easily track and monitor all relevant tweet and conversations on social media, with the goal of increasing player engagement. All of these tweets and conversations are uploaded to Service Cloud where social conversations are matched back to existing customers for follow up. Activision has also found that delivering customer service in social channels is less than half the cost of traditional phone and chat support. The combination of high performing self-service and social customer service has helped Activision lower its total annual operating expenses related to customer service by 25%.
“It’s an incredible change,” says Rondeau. “We’re reducing costs and increasing satisfaction at the same time.”
If an agent can’t answer a question right away, that question is automatically exposed to all of the customer support experts via Chatter. Rondeau explains, “We believe that if problems are ‘swarmed’ then we can resolve them quickly, and ultimately when games are patched or updated, the changes are based on real problems reported by the community.”
“Salesforce is helping us build a better gaming experience.”
*Estimated sell through according to Charttrack and retail customer sell-through information