Case Study: Activision, Inc. achieves leveled-up social customer service and 25% lower support costs with Salesforce Marketing Cloud

Leveling up on customer service with Salesforce

Activision, the three-decade game-maker behind franchises like Pitfall!, Guitar Hero and Call of Duty, faced the challenge of supporting millions of players—especially after the record-breaking Modern Warfare 3 launch—while meeting gamers’ preference for social and self-serve interactions rather than phone support. The company needed a way to listen, engage and scale customer care in the channels where players already communicate.

Activision integrated Salesforce Marketing Cloud’s Social Studio with Service Cloud to monitor social conversations, match them to customers, and “swarm” cross‑functional teams to resolve issues. Self‑service resolution rose from 50% to 85%, more than half of live issues are now solved via social, and operating expenses for customer service dropped 25% annually. The three‑month deployment delivered a 378% ROI within a year and about $800,000 in average annual support benefits.

Activision, Inc.

Robert Schmid

Chief Infomation Officer