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Thursday, October 27 • 8:40am - 9:15am
Employee Experience Is The Customer Experience: Learn How To Create An Authentic Brand Voice That Will Re-Energize Your Team & Reshape Your Culture
Electronic Arts & The Writer

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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 were too slow, the team was battle-scarred.


In this session, you’ll hear how EA created an authentic brand voice, how they used it to turn the tables on those difficult customer conversations, and how they re-energized their team and reshaped 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, including 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


Lacy Rohre, Writer and Web Content Manager for Customer Experience

Electronic Arts


Anelia Varela, U.S. Director

The Writer 

avatar for Lacy Rohre

Lacy Rohre

Manager of Content Services, Electronic Arts
Lacy Rohre is the Manager of Content Services for EA 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... Read More →
avatar for Anelia Varela

Anelia Varela

US Director, 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. They've been doing just that for companies like Unilever, Cisco and PwC, and have been at it for 14 years. Heading up The Writer's US office, Anelia... Read More →

Thursday October 27, 2016 8:40am - 9:15am PDT
New York Marriott East Side Hotel 525 Lexington Ave at 49th Street, NY, NY 10017