Sony's Customer Relationship Management

Thèmes abordés

Sony's Customer Relationship Management, Sony, IBM, Microsoft, Adroïd, CRM

Résumé du document

Why did we choose Sony ?

Stability of public traded company

Extensive training

Clearly stated purpose

Comprehension vision coverage

Various plans to fit employees needs

Multiple medical plans for employees circumstances

Leadership spirit and innovative firm

Extraits

[...] It was also the best way for them to access to a huge quantity of key informations. One of the biggest issue for Sony was to cope with all the overcrowded informations and queries, and their internal communication policy wasn't enough communicated to their staff. This is why most of the employees were not involved into this new CRM « online community strategy » < number > Conclusion Even if new competitors enter the market and are taking market shares/profits, the innovative spirit and the quest of perfection cannot be copied. [...]

[...] < number > SWOT Analysis Strenghts Innovation Quality of products and services Brand image (Top of mind) Product differentiation Huge cover spectrum over multiple market Weaknesses Product pricing Maintining multiple function Opportunities TV Business and Gaming Network dimension International market penetration Threats Hyper competitivity Deflation Unstable economy situation Product Range Sony's principal business operations: Sony Corporation, Sony Pictures Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson, Sony Financial Holdings < number > Sony Customer Experience Improvement Program (CXIP) : What is the Sony CXIP ? The Sony CXIP is a program designed for loyal customers; the company wanted to get opinions and feedback on their products and services. Sony wanted to make an interaction between them and his customer, each comment on product or services will be considered. Sony dedicated a usability engineering teams to work directly with customers to explore their ideas in order to improving the quality of their products and services. [...]

[...] And then for each dollar spent at the Sony store online customers earns 1 Sony Rewards point. CRM-software.jpg Results of Sony Reward Loyalty Program The email campaign encourage to "Refer friends to the Sony Card" and had two calls-to-action of "Refer Friends Now." The central copy of the email establish two graphics that shows how the cardholder could receive themselves up to $250 in rewards, and $100 statement credit for any friend referred. The peer pressure send : 380% lift in response rate against the non-influencer list Prospecting campaigns : 300% increase in conversion Sony was able to reduce their volume while increasing influence and email campaign volume reduced by 30% CRM-software.jpg Responsiveness and Customer Service CRM-software.jpg Sony is taking various steps to improve its responsiveness and its customer service capabilities: Key Performance Indicators (KPIs): improvement in rate of repair completion within a predetermined period of time established a network of bases through which it provides services tailored to the needs of local customers Training for Customer Support Staff: staff are trained to help customers get the greatest enjoyment possible from their Sony products, acquisition of new service technologies and the sharing of solutions to ensure issues are swiftly and effectively addressed, Customer Information Centers: Sony has Customer Information Centers worldwide, enabling it to provide prompt responses to customer needs that reflect customers' perspectives, Sony is present on websites in order to reply to inquiries. [...]

[...] They decided to finance airfreight tickets, to give the opportunity for the 50 spokesperson to assist to private and closed conferences talking about future launches and they hosted monthly training, organized online catch-ups at the end received new products. Prosumer (Proactive/Consumer) is the best way for a big company to be trust by the overall customers, because it's directly experienced by others customers. This strategy means also a fades in their cost support. < number > Sony Reward Loyalty Program What is the Sony Reward ? [...]

[...] Secondly they already provide download instructions manuals and software updated for customer information. They also offers websites featuring Frequent Ask Question and detailed explanation about product troubleshooting guides. Critical Analysis When they decided to create an online community, their staff were not enough involved compare to the number of queries of their marketing budget is fixed only for super user program. In our sense it's expensive but in order to establish a strong and long term relationship with their customers, it's mandatory This prosumer CRM Strategy is an excellent approach for Sony to increase their ROI and decrease radically their support cost CRM-software.jpg They try to establish a new CRM Strategy in order to catch the attention of all their current customers and other potential clients. [...]