From battle-scarred to supercharged: How Electronic Arts created a brand voice to overhaul their customer experience

When a customer is unhappy, how you respond can make or break their relationship with your brand.

The Worldwide Customer Experience team at Electronic Arts (EA) deals with some of the most passionate customers in the world: gamers. But something was going wrong in their conversations. From tense interactions about sketchy network connections, to downright aggression when games ran into performance issues, the Customer Experience team was battle-scarred.

In this session, you’ll hear how EA created an authentic brand voice, how they are turning the tables on those difficult customer conversations, and how they are re-energizing their team and reshaping their culture in the process. You’ll leave this session knowing how to supercharge your employee experience, boost engagement, and give your people the permission, tools and support to be themselves while representing your brand.

This session will show you how to:

  • Launch an internal tone of voice in three simple steps.
  • Use your brand values to create a voice that’s true to your brand .
  • Rally the troops around a new initiative and push back on the skeptics.
  • Prove your program’s success every step of the way.

TrackMarketing and brand
FormatTraditional
Career LevelStrategic adviser
Date and Time: Monday at 10:30–11:30 a.m.


aneliaPresenter / Anelia Varela / New York, U.S.,
  heads up The Writer’s U.S. office and is helping brands like Unilever, Cisco, Google and Electronic Arts realize the power of words to change how people see them, stand out from the crowd, make their customers happier, shape their culture, and even make and save money in the process. In her 19-year career, Varela’s thoughts and words have appeared in books, newspapers, design annuals, magazines, blogs, and up the sides of Guinness bottles. 

lacyPresenter / Lacy Rohre / Texas, U.S.,  is Senior Manager of Communications Customer Experience for Electronic Art’s worldwide customer experience. She leads the team who writes online technical support for EA gamers, where they strive to cut through the jargon and use a clear voice to create accessible content. She has been working with words professionally for the last ten years, and has had a particular way with them for her entire life. She is a proud Texas native and graduated from the state’s oldest college, Southwestern University.

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