Unit 9 discussion response_MT433

13402Customer relationship management, or CRM, is “building and maintaining profitable long-term customer relationships through customer segmentation, predicting customer behavior, determining customer value, personalizing communications with customers, and managing customer service” (Wisner, 2022, p. 443-449). By implementing the use of predicting customer behavior, personalizing communications, and managing customer service, Activision was able to reduce company costs and increased engagement.

Activision is a video game company established in 1979 that uses the CRM software, Salesforce, to improve customer service by offering communications that did not rely on phone conversations [personalizing communications with customers] and managing customer service through online communities (Salesforce, 2025). With the release of Call of Duty: Modern Warfare III and its overwhelming sales in 2011, Activision was looking to avoid the inevitable problems with such a large-scale release. The company was looking for a way that gamers wouldn’t have to wait on the phone for customer service to resolve whatever issue they had [predicting customer behavior]. They found that resolution with Marketing Cloud’s Social Studio to bring customer service online which helps to collaborate and share information quickly (Salesforce, 2025).

Activision was highly successful with the implementation of Social Studio. By helping customers improve their own experiences without getting bogged down waiting on hold to get resolution for whatever issues they come across, Activision customers can resolve 85% of their issues with self-serve content (Salesforce, 2020). They have been able to reduce customer related expenses, improve communications with the gaming community, reduce overhead costs, and increase user satisfaction (Singh & Petit, 2020). Personally, I like the idea of being able to troubleshoot on my own and not have to get on the phone with customer service for a resolution.