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ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
ECEW 2013 Derek Allison - Bringing Customer Centricity to Life
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ECEW 2013 Derek Allison - Bringing Customer Centricity to Life

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Sony believe that understanding what the customer wants and needs is essential to success; customer experience now impacts on all areas of their business, from product development to all areas of …

Sony believe that understanding what the customer wants and needs is essential to success; customer experience now impacts on all areas of their business, from product development to all areas of customer interaction. Derek talks of how to gain the customer understanding required to drive process; asking the question whether B2C and B2B customers need different types of engagement; and how the organisation itself needs engaging, in order to deliver real customer benefits.

Published in: Business, Education
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Transcript

  • 1. Derek Allison Head of Customer Centricity – Sony Europe
  • 2. How Do You Become Customer Centric? The Big Question
  • 3. Brand Marketing B2B Sales SalesService Operations HR Finance Product Marketing Customer
  • 4. The Social Solution Prioritise Social Media
  • 5. The Social Solution
  • 6. The IT Solution Connected mobile and traditional IT platform to deliver a seamless experience
  • 7. The IT Solution If your people are not on the journey your customers can still get a bad experience But……
  • 8. How do you Understand Your Customer? Use Personas? Socio Economic Groups? Segmentation?
  • 9. 3.1% 5.3% 4.0% 2.9% 2.1% 1.5% 4.2% 3.0% 3.8% 2.2% 1.2% 1.7% 2.0% 3.4% 3.8% 2.4% 3.3% 3.7% 1.3% 2.4% 2.7% 2.7% 2.2% 3.1% 0.7% 0.8% 2.5% 4.2% 3.1% 4.4% 0.5% 1.3% 2.3% 2.7% 2.8% 6.7% 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 Strategy Type 1 Type 2 Type 3 Type 4 Type 5 Type 6 Campaign A Campaign B Campaign C
  • 10. 3.1% 5.3% 4.0% 2.9% 2.1% 1.5% 4.2% 3.0% 3.8% 2.2% 1.2% 1.7% 2.0% 3.4% 3.8% 2.4% 3.3% 3.7% 1.3% 2.4% 2.7% 2.7% 2.2% 3.1% 0.7% 0.8% 2.5% 4.2% 3.1% 4.4% 0.5% 1.3% 2.3% 2.7% 2.8% 6.7% 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 Strategy Type 1 Type 2 Type 3 Type 4 Type 5 Type 6
  • 11. How Many of You Have Tiled a Floor?
  • 12. The Key Tile
  • 13. What is the Key Tile in Customer Experience? To create the call to action Understand Customer Needs Engage Your People In the Process
  • 14. 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 be What customer needs does this meet?
  • 15. The Power of Meeting Customer Needs
  • 16. The Power of Meeting Customer Needs “How does gaming make you feel?” “Like I’m in a different world”
  • 17. What is the Key Tile in Customer Experience? To create the call to action Understand Customer Needs Engage Your People In the Process
  • 18. Grab Attention
  • 19. 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
  • 20. Idea Could we run our own focus groups? Would something So simple work?
  • 21. Challenge No1 We can’t do this its a skill
  • 22. Challenge No2 We can’t talk to consumers directly
  • 23. Challenge No3 Bringing consumers in the building will create bias
  • 24. Facilities
  • 25. Challenge No4 The interesting training
  • 26. First Night
  • 27. Consumer Lab – launched March 2010 62 Sony members of Staff trained as moderators 578 Individual Focus Groups 158 topics 2392 consumers Wide Customer Engagement Enables Customer Need Understanding Changes Culture & Creates a Call to Action
  • 28. Customer Needs “I Need Help” Repair Technical Advice Tutorials
  • 29. Customer Satisfaction Survey (NPS) • The Key to Increasing Customer Satisfaction is to…….. – Reduce Repair Time – Reduce Repair Cost
  • 30. Customer Labs to Understand the Need in detail…. • Clear micro needs – Technical knowledge – Ownership of the problem – Time Flexibility
  • 31. Vaio Service – Customer Proposition To help any of Sonys trusted customers to find an easy resolution to their problems Trusted All customers are trusted Nothing is disputed Easy “I know where to go to get my problem resolved” Consistency Clear processes Common understanding Resolution Problem solved (to the satisfaction of the customer) Clear resolution options at each touchpoint There is never a problem that goes unresolved Help Our customers are treated as they want to be treated No question goes unanswered Problems Any issue that a customer has or thinks they have Any Sony product whatever the purchase route Whoever has purchased it Happy Customers (>50 NPS)
  • 32. 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
  • 33. 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
  • 34. Needs Driven Advertising
  • 35. It Enables World Class End User Engagement
  • 36. 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

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