ACTIVISION IS A TRAILBLAZER
“Salesforce gives us the ability to not just take phone calls, but to interact with our gamers in the way that works for them.”
Leveling up on customer service with Salesforce
Activision has been making the most loved and played games in the world for over 30 years. Pitfall!® took Atari 2600 owners on an adventure in the 80s. Guitar Hero® rocked consoles in the 2000s. Skylanders™ melds the physical and on-screen worlds for a new generation of enthusiasts. How do the teams at Activision keep delighting gamers while pushing the technological envelope game after game and decade after decade? They listen to their customers.
“Salesforce is enabling us to collaborate quickly, to share information quickly, and to give people the tools to do that.”
Listening on the customer’s terms
Reducing costs while increasing engagement
Before Marketing Cloud, 50% of customer service at Activision was self-serve. Customers now solve 85% of all problems on their own with the help of self-serve content. Of the remaining 15% of issues that lead to live conversations with agents, more than half are solved via social media. The combination of high-performing self-service and social customer service has helped Activision lower its total customer service-related operating expenses by 25% annually. And the deployment only took three months. “It’s an incredible change,” said Tim Rondeau, Senior Director of Customer Care. “We’re reducing costs and increasing satisfaction at the same time.” When a gamer levels up, that’s a good thing. Activision leveled up its customer service with Marketing Cloud. According to a May 2015 case study published by Nucleus Research, Activision’s integration of Social Studio yielded a 378% return on investment in just over a year. That translates to a cost-to-benefit ratio of 1-to-2.1. In terms of dollars, it’s an $800,000 average annual benefit, measuring only costs related to support interactions. The benefits of keeping customers coming back for more reach much further. Or as Rondeau puts it, “Salesforce is helping us build a better gaming experience.” Put in gaming terms: Achievement unlocked.