Activision is a juggernaut in the video game industry. It is currently one of the largest third party developers in existence and it is responsible for releasing some of the most iconic titles of all time including Guitar Hero, Skylanders and the ever popular and omni-present Call of Duty.
 
In an industry that has seen explosive growth over the past few decades, Activision has carved out an enduring legacy that continues to thrive. And it has done so by not only producing great products, but also by emphasizing customer engagement at every turn. The video gaming space is one that supports a very passionate and very loyal group of people, and Activision understands the need to prioritize the customer experience.
 
One of the primary drivers of this process is the brand’s Voice of the Gamer program, which has been implemented to make the customer experience both exceptional and seamless. The idea is to gauge the attitudes surrounding various game features and services, to improve internal processes, and to further build enthusiasm for the brand promise.
 
Jen Maldonado, Activision Sr. Business Analyst and Voice of the Gamer Program Owner, spearheads these efforts. Maldonado leads Activision’s survey systems and manages an array of video game experience-based customer service reporting and analytics strategies.
 
“Engagement is one of the key things for us,” Maldonado told Loyalty360. “And everything that we are doing within the customer support area is really moving away from the more traditional idea that customer support equals break’ and ‘fix.’ It is not just trying to solve problems, it is trying to make sure that we are driving engagement, that we are preventing churn, and that we have a positive impact on the overarching perception of the brand.”
 
In this way, Activision’s goal is to look at the customer experience through the eyes of the customers themselves, and to understand how they feel about new game features, products, services and more
 
This is something Activision does exceptionally well. It’s also a process that most brands and marketers can learn a lot from. And they will get the chance at this year’s Loyalty Expo.
 
Loyalty Expo, the true Voice of the Customer-driven and best practice-focused customer loyalty conference, will be held May 24th through the 26th at the DoubleTree Universal Orlando in Orlando, Florida. During a session titled, “Operationalizing Customer Feedback to Take a Modern Approach to Customer Engagement at Activision,” Maldonado will detail how a Voice of the Customer (VoC) program is crucial to building and strengthening customer relationships.
 
Activision’s innovative approach to modern customer engagement will provide the foundation for a session that will show attendees how Activision has operationalized a customer feedback and VoC system that brings value to internal stakeholders and creates meaningful experiences for consumers.
 
Attendees will also learn why it is important to close the feedback loop, how to design a methodology that benefits both the brand and the customer, best practices for socializing a VoC program, and more.