Activision Customers Win Big with Social Customer Care

Gamers tend to be technically savvy—and they’re usually not shy when it comes to sharing their opinions about (or problems with) the games they play. For many, social networks are prime outlets. More and more, it’s how they want to seek service and ensure their voices are heard.

At companies like Activision, which develops, publishes and distributes digital interactive entertainment favorites like Call of Duty, Destiny and Skylander, staying attuned to what’s being said on social channels is critical.

A recent case study from Nucleus Research examines how Activision executed its social strategy to manage, track and map social interactions with Salesforce’s Social Studio and Service Cloud. It details how the introduction of the social customer care solution delivers better service with faster response times, and enables the company to identify trending topics to better focus on what interests its community.

Activision’s customers have quickly embraced the new channel.  Today, social support group represents more than 25 percent of the company’s live channel mix, managing more than 100,000 mentions a day, supporting more than 15 Twitter accounts and 6 million fans.

Not only is social care wildly popular with gamers, it’s beneficial to Activision’s bottom line. It provides more agile, lower-cost service as well as the ability to more quickly identify and route service issues to agents for resolution.

The tangible benefits identified by Nucleus Research include:

  • Cost benefit ratio of 1 : 2.1

  • Annual ROI of 378%

  • Payback of 1.1 years

  • Average annual benefits of $807,011

Noel Feliciano, Senior Manager, Digital and Social Media Support at Activision, sums it up by saying, “Social Studio enabled us to engage with our customers in a whole new way while unlocking deeper insights and dramatically lowering our operating costs.”

And perhaps most impressive of all? The solution only took 3 months to implement.

Want to learn more? Nucleus subscribers can download the full report. Not a member? Additional details can be found here.  

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