Transforming to a “Customer Centric” Enterprise, Drew Martin, Sony Electronics


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  • Transforming to a “Customer Centric” Enterprise, Drew Martin, Sony Electronics

    1. Transforming to a Customer Centric Enterprise February 2008
    2. Sony Corporation Today <ul><li>Headquarters: Tokyo, Japan </li></ul><ul><li>CEO: Sir Howard Stringer </li></ul><ul><li>Employees: 163,000 world wide </li></ul><ul><li>Regional HQs: Asia-Pacific, Europe, Japan, Latin America, Middle East, Africa, and United States. </li></ul>
    3. Sony Electronics Inc. (SEL) <ul><li>Sony’s largest overseas subsidiary </li></ul><ul><li>Annual sales of approximately $12 billion </li></ul><ul><li>Over 15,000 employees </li></ul><ul><li>Number one electronic brand in Harris Poll of American consumers for seventh straight year </li></ul>
    4. Customer Centricity Customer Centricity Relevance Customer Experience Excellence Commitment Adaptability Measures
    5. Commitment - Sony Corporate Culture <ul><li>“ Carefully watch how people live, get an intuitive sense as to what they might want and then go with it.” </li></ul><ul><li>“ If you go through life convinced that your way is always best, all the new ideas in the world will pass you by.” </li></ul><ul><li>- Akio Morita </li></ul>The early days of Sony Corporation of America Akio Morita & Masaru Ibuka Friends and partners for 40 years, they made Sony an icon of Japan's rebirth
    6. Commitment - Sony Electronics US Mission To exceed customer expectations and enrich their lives with product, service, and entertainment experiences like only Sony can <ul><li>GROW the business </li></ul><ul><li>GENERATE new business </li></ul><ul><li>EMPOWER employees </li></ul><ul><li>SUSTAIN brand leadership </li></ul><ul><li>EXECUTE a world-class multi-channel strategy based on customer satisfaction </li></ul>
    7. Brand and Product Relevance
    8. Brand and Product Relevance Source: Sony Proprietary Brand Barometer Study Masterbrand Fundamentals (August – October 2007) Sony hp Dell Canon Panasonic Apple Samsung Sharp Likely to Recommend Favorable Impression Willing to Pay Premium
    9. Understanding the Customer Experience Wants & Needs Emotional Rational What to Buy Where to Buy When to Buy How to Buy Research Purchase Use Service CE 2
    10. Customer Experience Excellence Harmony Integration Optimization Indirect Channels Harmony Integration Optimization Direct Channels Integrate Direct Harmonize CE 2 CE 2 Drive the Experience Maximize Channel Effectiveness Win Early/Win Late Align the Pieces Grow the Knowledge Optimize Integrate Direct/Indirect CE 2
    11. <ul><li>We invested in research and web analytics tools to understand exactly how our online users behave </li></ul>Customer Experience Excellence Website Re-design <ul><ul><li>Customers simultaneously shop for product and vendor during purchasing lifecycle </li></ul></ul><ul><ul><li>Activities such as Researching and Comparing may be visited many times as customers consider purchase </li></ul></ul><ul><ul><li>Using extends throughout the life of the product </li></ul></ul><ul><ul><li>Researching, Comparing, Purchasing and Planning present unique design opportunities </li></ul></ul><ul><ul><li>Research process is repeated for each purchase brought into the home </li></ul></ul><ul><ul><li>Depth of research depends on how important the purchase is considered and is often linked to cost or passion for object </li></ul></ul><ul><li>What we found… </li></ul>
    12. Customer Experience Excellence 2007 – Version 4.0
    13. Measures <ul><li>Net Promoter Score (NPS) is a management tool and process that quantifies the loyalty that customers have to an organization </li></ul><ul><li>The beauty of this approach is in its </li></ul><ul><li>simplicity: “Would you recommend </li></ul><ul><li>Company ABC to a friend or colleague?” </li></ul><ul><li>NPS question asked on 0-10 point scale </li></ul><ul><ul><li>Promoters: 9-10 </li></ul></ul><ul><ul><li>Passive: 7-8 </li></ul></ul><ul><ul><li>Detractors: 0-6 </li></ul></ul><ul><li>From this measure, calculate the company Net Promoter Score </li></ul>
    14. Adaptability - Social Networking Example User interacts with Marketer network Today… – Marketer creates e-commerce site… In the future … Marketer goes to the user network
    15. Customer Centricity Customer Centricity Relevance Customer Experience Excellence Commitment Adaptability Measures
    16. Thank you
    17. Where does outsourcing fit in? Partnership Innovation Reliability Effectiveness (core competency) Efficiency (outsource) Focus Customer Expectations