There is an old saying that the goal of the customer experience function is to render customer service obsolete.
Essentially, the business should be so adept at anticipating -- and proactively satisfying -- needs that customers never need to contact support.
Nearly everything "just works," and customers can easily solve that which does not on their own.
While EA may not literally want to eliminate customer service, it supports the core of this message. The ultimate goal is to make it so that customers do not need to contact the organization.
In the rare event that they do, the process should be as easy -- and resolute -- as possible.
EA's Chris Dotson discusses this customer-centric approach in the new CCW Digital podcast. Listen below: