A case study on how Activision Leveraged Social Customer Care

1. Leveraging Social Customer Care
Pranab Kishor

2. About the Company
• Founded in 1979
• Operates in more than 15 countries
• Employee – 7700
• Revenue - $4 billion p.a.
• Millions of customers

8. Milestone of Success
• 2011 – Release of COD Modern Warfare 3
• 24 hours - $400 Million

9. HOW?

10. They Listen to Their Customer

11. Problems
• Tens of thousands of call every day
• 2500 people in customer services just for World Of Warcraft.
• Huge Operational Cost
• Changing customer behavior
• Gamers were using more and more social media like Facebook, Twitter or
Reddit to post their complains.
• A Solution was needed to interact with customer and harness all
these information.

12. Salesforce to Rescue

15. Some one
post about
Activision
Notification
appears on
cloud
dashboard
Employee
searches for the
solution using
Search function
Sun Light
If Solution
found in the
Knowledge
Database
Employee
replies with
the solution,
Straight to the
social
network
If the
solution is
not found
in
Knowledge
Database
Case will be
forwarded to
Chatter
communities
Chatter will
expose the
problem to
all CS
experts
Chatter will also
post the
problem onto
different forums
so that Gamers
can also
contribute
If a response
has solved the
problem.
Gamers can
promote the
answer with a
button
Engineers can use
the information to
work on next
patch

16. Result
• Change in channel mix
• 50% Self service -> 82 % Self service
• 10 % contact via social network
• Only 8% via telephone
1
Year