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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 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.
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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