Derek Allison

Head of Customer Centricity – Sony Europe

How Do You Become Customer Centric?

The Big Question

BrandMarketing

B2B Sales

SalesService

Operations

HR

Finance

ProductMarketing

Customer

The Social Solution

Prioritise Social Media

The Social Solution

The IT Solution

Connected mobile and traditional IT platform to deliver a seamless experience

The IT Solution

If your people are not on the journey your customers can still get a bad experience

But……

How do you Understand Your Customer?

Use Personas? Socio Economic Groups?

Segmentation?

4.2%

3.1%2.2%

3.1%

2.8%

3.7%

18.9% 16.1% 18.6% 14.4% 15.7% 16.3%

11.8%

16.2%

19.1%

17.1%

14.7%

21.1%

18-24

25-34

35-44

45-54

55-64

65+

Marketing StrategyType 1 Type 2 Type 3 Type 4 Type 5 Type 6

Campaign A

Campaign B Campaign C

4.2%

3.1%2.2%

3.1%

2.8%

3.7%

18.9% 16.1% 18.6% 14.4% 15.7% 16.3%

11.8%

16.2%

19.1%

17.1%

14.7%

21.1%

18-24

25-34

35-44

45-54

55-64

65+

Marketing StrategyType 1 Type 2 Type 3 Type 4 Type 5 Type 6

Needs Based Engagement

How do youMake this happen?

How Many of You Have Tiled a Floor?

The Key Tile

What is the Key Tile in Customer Experience?

To create the call to action

Understand CustomerNeeds

Engage Your PeopleIn the Process

Propositions Can be….• Your brand positioning• A service programme• A promotion• New product positioning• A customer engagement programme• It is any activity that touches the customer

The first question for any proposition should beWhat customer needs does this meet?

The Power of Meeting Customer Needs

The Power of Meeting Customer Needs

“How does gaming make you feel?”

“Like I’m in a different world”

What is the Key Tile in Customer Experience?

To create the call to action

Understand CustomerNeeds

Engage Your PeopleIn the Process

Grab Attention

Day to day engagement• What’s going to...?

– Give us insight into customer needs

– Change behaviour– Engage the entire

organisation– Create a call to action

Idea

Could we run our own focus groups?

Would somethingSo simple work?

Challenge No1

We can’t do thisits a skill

Challenge No2

We can’t talkto consumers directly

Challenge No3

Bringing consumersin the building will create bias

Facilities

Challenge No4

The interesting training

First Night

Consumer Lab – launched March 2010

62 Sony members of

Staff trained as moderators

578Individual Focus Groups

158 topics

2392 consumers Wide Customer Engagement Enables Customer Need Understanding

Changes Culture & Creates a Call to Action

Customer Needs

6“I Need Help”

Repair

Technical Advice

Tutorials

Customer Satisfaction Survey (NPS)• The Key to Increasing

Customer Satisfaction is to……..– Reduce Repair Time– Reduce Repair Cost

Customer Labs to Understand the Need in detail….

• Clear micro needs– Technical knowledge– Ownership of the

problem– Time Flexibility

Vaio Service – Customer PropositionTo help any of Sonys trusted customers to find an easy resolution to their

problems

TrustedAll customers are

trusted

Nothing is disputed

Easy“I know where to

go to get my problem resolved”

Consistency

Clear processes

Common understanding

ResolutionProblem solved (to the satisfaction of

the customer)

Clear resolution options at each

touchpoint

There is never a problem that goes

unresolved

HelpOur customers are

treated as they want to be treated

No question goes unanswered

ProblemsAny issue that a customer has or thinks they have

Any Sony product whatever the

purchase route

Whoever has purchased it

Happy Customers (>50 NPS)

Could we Offer Repair & Support in Local Stores?

• Trained sales staff in store to understand customers needs

• Provided a simple process that all staff could follow

– Free evaluation of problems– Simple problems fixed while you wait– 121 tuition for usage issues– Managed repair service

Customer Feedback – Meeting Needs“I was delighted with the information provided and would definitely visit again if I needed information or help.”

“Absolutely impeccable service, can't praise him enough! He deserves a pay rise and promotion!!”

“Polite, helpful and quick repair service- even though holiday period”

“I would like to praise the sales person from my local branch he is very helpful and I’m impressed by his amazing service towards my problem.”

NPS 55

Needs Driven Advertising

It Enables World Class End User Engagement

Summary• Understanding customer needs is absolutely key to customer

experience• All customer propositions must be developed based on

meeting customer needs• Engaging staff in the process can change the culture of the

organisation and create a call to action• Focussing on the key customer needs is game changing

– Customer Experience– Commercially