‘One sony’ & the global customer experience

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This is a story about brand. And how Sony' s brand has been challenged by customer and competitors expectations. Customers expectations have been raised by the new digital experiences that they are now surrounded by or perpetually immersed in, google, facebook etc, this means that their expectations from a consumer electronics firm have been transformed, it is now harder than ever before to be exceptional in this landscape.
Secondly Sony has found itself in a market place where its competitors market their products (Apple, Samsung) to teenagers in Tokyo in the same way they do in Paris or Mumbai. Sony had a more fragmented approach taking a much more localised message out to its customers, which had diluted the brand.
This project was about the fight back it was and is about Sony speaking with one voice to its global customer base, to promote exceptional customer experiences in One Brand.

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‘One sony’ & the global customer experience

  1. 1. ‘ONE SONY’ & THE GLOBAL CUSTOMER EXPERIENCE Simon Ashby 1
  2. 2. ARTISTS & ENGINEERS 2 ARTIST PROFESSION An artist is a person engaged in one or more of any of a broad spectrum of activities related to creating art, practicing the arts, and/or demonstrating an art. ENGINEER PROFESSION An engineer is a professional practitioner of engineering, concerned with applying scientific knowledge, mathematics, and ingenuity to develop solutions for technical, societal and commercial problems. Sony copyright and confidential, 2014
  3. 3. THE PROBLEM Consumer Electronics purchase journey: 80% research online, online is the #2 factor in final purchase decision. [1] Leading brands increasingly execute online globally. Great experiences drive up consumer expectations. 1. Local optimization 2. Becoming fragmented 3. Duplicated efforts 4. Pace of change 5. Hyper-competition 3 [1] consumer barometer with Google 2012 Sony copyright and confidential, 2014
  4. 4. A PLATFORM TO DELIVER THE BRAND VALUES ONLINE - WITH A WOW CUSTOMER EXPERIENCE 4 Strategy STIMULATE & INSPIRE EVALUATE & CONSIDER BUY & GET USE & OWN Tone HUMAN SIMPLE ORIGINAL SOCIAL Proposition QUALITY CRAFTSMANSHIP UNEXPECTED Brand BE MOVED GLOBAL CONTENT CREATION GLOBAL PROCESSES GLOBAL ORGANIZATION GLOBAL TECHNICAL PLATFORM Sony copyright and confidential, 2014
  5. 5. TO DELIVER THE TRANSFORMATION WE CREATED A GLOBAL OPERATION 5 Web User Experience Content Creation Web Merchandizing Search/Social/Analytics Project Management Technical Architecture Content Management Partner Companies: Software Development Software Configuration Integration Program Leadership Change Management Benefit Realization Shared Services Sony copyright and confidential, 2014
  6. 6. WHAT THE ENGINEERS DELIVERED 6Sony copyright and confidential, 2014
  7. 7. WHAT THE ARTISTS DELIVERED 7 USER EXPERIENCE DESIGN GLOBAL CONTENT CREATION CREATIVE VISION Sony copyright and confidential, 2014
  8. 8. PAIN POINTS 8 DELIVERING THE MINIMUM VIABLE PRODUCT E-COMMERCE INTEGRATION TRANSLATION / COUNTRY VERIFICATION WIREFRAME AND HTML CONTENT MIGRATION / INTEGRATION DEPENDENCIES UNDERESTIMATED Sony copyright and confidential, 2014
  9. 9. LEADING IT 9 THREE TECHNOLOGY VENDORS THREE CREATIVE AGENCIES THREE CONTINENTS STAKEHOLDERS: COUNTRY / REGIONAL PRODUCT CATEGORY CORPORATE & HQ AGILE & WATERFALL QUARTERLY SCOPE PLANNING RESOLVING ISSUES BY FOCUSING ON THE CUSTOMER Sony copyright and confidential, 2014
  10. 10. LIVE IN EUROPE AND LATIN AMERICA – THIS YEAR 59 Countries 26 Languages Responsive Design MORE THAN JUST ELECTRONICS Premium Content Consumer Satisfaction Increased +2pp (EU) +4pp (LA) Purchase Intention & Buy Clicks Increased Up to +2pp (EU) +4pp (LA) Positive Impact on Direct Sales Full Set of Analytics from Day 1 Positive Consumer Feedback Stable Platform (Close to 1% Error Pages & Improving Everyday) …And Improving Everyday… Main Improvements for Consumers LOOK & FEEL IMAGES PERFORMANCE BRAND Actual Page from launch Source: Foresee – Feb/ 14 Source: Foresee – Mar 14 10Sony copyright and confidential, 2014
  11. 11. PLATFORM FOR GROWTH 11 Ability to quickly add new countries (content localization and ranging) Rapid deployment of new features – prioritized based on consumer experience feedback Sony copyright and confidential, 2014
  12. 12. THOUGHTWORKS & US 12 ADAPTING AGILE IN A WATERFALL SHOP AWKWARD WHEN FACED WITH LESS THAN PURE SOLUTIONS DELIVERED THE SCOPE ON TIME VALUABLE ARCHITECTURAL INPUT AND ADVICE EXPERTS GAVE US A JUMP START Sony copyright and confidential, 2014
  13. 13. THANK YOU For questions or suggestions: Simon Ashby company contact info

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