‘One sony’ & the global customer experience
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Transcript of ‘One sony’ & the global customer experience
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‘ONE SONY’ & THE GLOBAL CUSTOMER
EXPERIENCE Simon Ashby
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ARTISTS & ENGINEERS
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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
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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
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[1] consumer barometer with Google 2012
Sony copyright and confidential, 2014
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A PLATFORM TO DELIVER THE BRAND VALUES ONLINE - WITH A WOW CUSTOMER EXPERIENCE
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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
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TO DELIVER THE TRANSFORMATION WE CREATED A GLOBAL OPERATION
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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
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WHAT THE ENGINEERS DELIVERED
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WHAT THE ARTISTS DELIVERED
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USER EXPERIENCE DESIGN
GLOBAL CONTENT CREATION CREATIVE VISION
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PAIN POINTS
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DELIVERING THE MINIMUM VIABLE PRODUCT
E-COMMERCE INTEGRATION
TRANSLATION / COUNTRY VERIFICATION
WIREFRAME AND HTML
CONTENT MIGRATION / INTEGRATION
DEPENDENCIES UNDERESTIMATED
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LEADING IT
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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
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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
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PLATFORM FOR GROWTH
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Ability to quickly add new countries (content localization and ranging)
Rapid deployment of new features – prioritized based on consumer experience feedback
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THOUGHTWORKS & US
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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
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THANK YOU For questions or suggestions:
Simon Ashby
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