Tr ans f or mi ng t o a Cus t ome r Ce nt r i c Ent e r pr i s e
February 2008
Sony Cor por at i on Today
He adquar t e r s : Tokyo, JapanCEO: Si r Howar d St r i nge rEmpl oye e s : 163, 000 wor l d wi deRe gi onal HQs : As i a- Pac i f i c , Eur ope , Japan, Lat i n
Ame r i c a, Mi ddl e Eas t , Af r i c a, and Uni t e d St at e s .
Sony El e c t r oni c s I nc . ( SEL)
Sony’ s l ar ge s t ove r s e as s ubs i di ar y Annual s al e s of appr oxi mat e l y $12 bi l l i on Ove r 15, 000 e mpl oye e s Numbe r one e l e c t r oni c br and i n Har r i s Pol l of
Ame r i c an c ons ume r s f or s e ve nt h s t r ai ght ye ar
Cu s t o me r Ce n t r i c i t y
Re l e v a n c e
Cu s t o me r Ex p e r i e n c e Ex c e l l e n c e
Co mmi t me n t
Ad a p t a b i l i t y
Me a s u r e s
Cu s t o me r Ce n t r i c i t y
Commi t me nt - Sony Cor por at e Cul t ur e
The early days of Sony Corporation of America
Aki o Mor i t a & Mas ar u I bukaFr i e nds and par t ne r s f or 40 ye ar s , t he y made Sony an i c on of Japan' s r e bi r t h
“Car e f ul l y wat c h how pe opl e l i ve , ge t an i nt ui t i ve s e ns e as t o what t he y mi ght want and t he n go wi t h i t . ”
“I f you go t hr ough l i f e c onvi nc e d t hat your way i s al ways be s t , al l t he ne w i de as i n t he wor l d wi l l pas s you by. ”
- Aki o Mor i t a
Commi t me nt - Sony El e c t r oni c s US Mi s s i on
To exceed customer expectations and enrich their lives with product, service, and
entertainment experiences like only Sony can
GROW t h e b u s i n e s s
GENERATE n e w b u s i n e s s
EMPOWER e mp l o y e e s
S US TAI N b r a n d l e a d e r s h i p
EXECUTE a wo r l d -c l a s s mu l t i -c h a n n e l s t r a t e g y b a s e d o n c u s t o me r s a t i s f a c t i o n
Br and and Pr oduc t Re l e vanc e
20%
23%
28%
31%
34%
36%
43%
21%
18%
22%
25%
28%
31%
33%
40%
20%
13%
18%
18%
21%
23%
23%
31%
13%
Sony
hp
De l l
Canon
Panas oni c
Appl e
Sams ung
Shar p
Li ke l y t o Re c omme nd
Favor abl e I mpr e s s i on
Wi l l i ng t o Pay Pr e mi um
S o u r c e : S o n y Pr o p r i e t a r y Br a n d Ba r o me t e r S t u d y
Mas t e r br and Fundame nt al s( Augus t – Oc t obe r 2007)
Br and and Pr oduc t Re l e vanc e
Emotional
Rational
Unde r s t andi ng t he Cus t ome r Expe r i e nc e
Wants&
Needs
Whatto Buy
Where
to Buy
Whe
nto
Buy
Howto Buy
Research
Purchase
Use
Service
CECE22
P r i v i l e g e d a n d C o n f i d e n t i a l
10
Integrate Direct
Har
mo
niz
e
CECE22
CECE22
Har
mon
yIn
tegr
atio
nO
ptim
izat
ion
Indirect ChannelsHarmony Integration Optimization
Dir
ect
Ch
ann
els
Drive the Experience
Maximize Channel Effectiveness
Win Early/Win Late
Align the Pieces
Grow the Knowledge
Optimize
Integ
rate D
irect/In
direct
CE
CE22
Cu s t o me r Ex p e r i e n c e Ex c e l l e n c e
• We i n v e s t e d i n r e s e a r c h a n d we b a n a l y t i c s t o o l s t o u n d e r s t a n d e x a c t l y h o w o u r o n l i n e u s e r s b e h a v e
We bs i t e Re - de s i gn
– Cu s t o me r s s i mu l t a n e o u s l y s h o p f o r p r o d u c t a n d v e n d o r d u r i n g p u r c h a s i n g l i f e c y c l e
– Ac t i v i t i e s s u c h a s Re s e a r c h i n g a n d Co mp a r i n g ma y b e v i s i t e d ma n y t i me s a s c u s t o me r s c o n s i d e r p u r c h a s e
– Us i n g e x t e n d s t h r o u g h o u t t h e l i f e o f t h e p r o d u c t– Re s e a r c h i n g , Co mp a r i n g , Pu r c h a s i n g a n d P l a n n i n g p r e s e n t u n i q u e d e s i g n o p p o r t u n i t i e s
– Re s e a r c h p r o c e s s i s r e p e a t e d f o r e a c h p u r c h a s e b r o u g h t i n t o t h e h o me
– De p t h o f r e s e a r c h d e p e n d s o n h o w i mp o r t a n t t h e p u r c h a s e i s c o n s i d e r e d a n d i s o f t e n l i n k e d t o c o s t o r p a s s i o n f o r o b j e c t
• Wh a t we f o u n d …
Cus t ome r Expe r i e nc e Exc e l l e nc e
2007 – SonySt yl e . c om Ve r s i on 4. 0
Cus t ome r Expe r i e nc e Exc e l l e nc e
Me as ur e s
• Ne t Pr o mo t e r S c o r e ( NPS ) i s a ma n a g e me n t t o o l a n d p r o c e s s t h a t q u a n t i f i e s t h e l o y a l t y t h a t c u s t o me r s h a v e t o a n o r g a n i z a t i o n
• Th e b e a u t y o f t h i s a p p r o a c h i s i n i t s
s i mp l i c i t y : “ Wo u l d y o u r e c o mme n d Co mp a n y ABC t o a f r i e n d o r
c o l l e a g u e ? ”
• NPS q u e s t i o n a s k e d o n 0 - 1 0 p o i n t s c a l e
– Pr o mo t e r s : 9 - 1 0 – Pa s s i v e : 7 - 8– De t r a c t o r s : 0 - 6
• F rom th is me a s ure , c a lcula te the compa ny Ne t P romote r S core
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
Extremely Likely
Extremely Unlikely
Might or Might Not
14
Adapt abi l i t y - Soc i al Ne t wor ki ng Exampl e
Us e r i n t e r a c t s wi t h Ma r k e t e r n e t wo r k
To d a y … – Ma r k e t e r c r e a t e s e - c o mme r c e s i t e …
I n t h e f u t u r e …
Ma r k e t e r g o e s t o t h e u s e r n e t wo r k
Cu s t o me r Ce n t r i c i t y
Re l e v a n c e
Cu s t o me r Ex p e r i e n c e Ex c e l l e n c e
Co mmi t me n t
Ad a p t a b i l i t y
Me a s u r e s
Cu s t o me r Ce n t r i c i t y
Th a n k y o u
Whe r e doe s out s our c i ng f i t i n?
Pa r t n e r sh i p
I n n o v a t io n
Re l i a b i li t y
Ef f e c t i v e n e s s( c o r e
c o mpe t e nc y)
Ef f i c i e n c y( o ut s o ur c e )
F o c u sCu s t o me r Ex p e c t a t i o n s
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