Making the Right Moves With CRM -
[Cached Version]
Published on: 9/14/2002
Last Visited: 9/14/2002
says Rick Geiger, vice president of CRM, Electronic Arts."Especially when people are in character, they don't want to call and say 'My name is John Doe.' They want to say, 'I'm really Black Diamond.' It's part of the entertainment experience."
When on-line customers need technical support or have other questions, they can initiate a text chat session or consult lists of frequently asked questions (FAQs) that they view alongside the game.From a customer's perspective, FAQs and text chats appear in a window in the same way as supplementary information for a Web page appears in an embedded browser.Electronic Arts developed proprietary apps that enable agents to provide on-line customers support for games.
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Geiger explains that Electronic Arts seeks to consolidate as much customer information as possible into one database.Using one app helps the company toward that end.
Electronic Arts has largely succeeded in creating a master database with information about most of its customers.But the company also follows strict guidelines to respect customers' privacy.Geiger says agents never share information about customers within the company, or create user profiles about customers, without the customer's consent.
Using the customer profiles that Electronic Arts receives permission to work with, the company develops new games and markets current products more effectively.So if the company wanted to see with whom a particular on-line game was most popular, it could check the geographic region and age group of the players who visit the Web site featuring that game most often.Electronic Arts could then create an e-mail marketing campaign targeting those customers to introduce similar games.
To service customers in the US and worldwide, the company relies on multiple call centers with locations in Austin, TX; Las Vegas, NV; and the corporate headquarters in Redwood Shores, CA.A fourth center in India assists international customers.