How Electronic Arts Created a Brand Voice to Overhaul Their Customer Experience

Jan 24, 2019

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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.

  • How to launch an internal tone of voice in three simple steps
  • Ways to use your brand values to create a voice that’s true to your brand
  • Steps to rally the troops around a new initiative and push back on the skeptics
  • Advice for proving your program’s success every step of the way



Anelia Varela is US Director of The Writer. Anelia came to New York from London to continue The Writer’s mission in life: to change organizations through the language they use. Heading up The Writer's US office, Anelia 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. Anelia’s thoughts and words have appeared in books, newspapers, design annuals, magazines, blogs, and up the sides of Guinness bottles. She was foreman of the Writing for Design jury at the 2014 D&AD Awards and chaired the Advanced Learning Institute’s Strategic Employee Engagement conference in New York in 2015.



Lacy Rohre is Senior Manager of Content Services for Electronic Art’s Worldwide Customer Experience. She leads the team that 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.