digitally connected consumers sony electronics case study
TRANSCRIPT
Digitally Connected ConsumersSony Electronics Case Study
Jeannette KocsisThe Agency Inside
Jennifer GeddySony Electronics
Amanda DrenningThe Agency Inside
Wave 2
Session Panel
Jennifer GeddyDirector, Customer Experience ManagementSony Electronics@jenmgeddy
Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks@jnetk
Amanda DrenningAccount DirectorThe Agency Inside Harte-Hanks@amandadrenning
our agenda
• About Digitally Connected Consumers
• Sony Electronics Case Study
4
customer experience
omnichannel
relevance
omnichannel behavior
leads to digitally
connected consumers
but our role has changed
context drives device choice
Today, consumers own multiple devices and move seamlessly between them throughout the day.
Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior August 2012
At the Office
building a digital ecosystem
Native Applications
Media Engagement
CRM and Loyalty
Programs
On-the-Go
Video Content
Search and Research
Social Media
At Home eCommerce
Retail
the roadmap
Plan the Journey Map Content to the Journey
Determine Where the Customer is in the Journey
Drive Cross-Channel
Communications
Measure and Optimize
consider how to engage
Engagement +
Serve through ALL Channels
Smart Targeting
Relevant MessagesDynamic
Content
Mail that Matters
Behavior-Based Content
Optimized for Experience
Engagement Opportunities
leverage data
Implicit data
Explicit data
Rich Customer
Data
Where to Begin?
16
ccccustomerustomerustomerustomer
profilesprofilesprofilesprofiles
how to create them
Preferences
Purchase Data
Web Behavior
3rd Party Data
Affinity Content
Social Media
go beyond the campaign
plan your content
Campaigns (EM, DM,
Media, SEM)
Instore
Ongoing CRM & Loyalty(EM, DM)
Mobile App Alerts
SMS
Blogs, Facebook & Twitter Push
Social Response
Video Content
Web Site Content
leverage technology
use mobile engagement
Single Credentials
Your package was just delivered…
Only 1 Day ‘til Black Ops Ghosts is avail for pre-order
Bring to the store & get 20% off, offer 877GH4X
You have 101,000 pts. For latest deals, go to bit.ly
and social engagement
Push Messages Engagement Content
Leverage tools
for consistent
push, but
relevant tone
Follow your
social strategy
Provide in-channel
content in relevant
tone
Optimize content for
search (internal and
external)
don’t forget retail
and a measurement plan
Touchpoints
Digital Analytics ToolsData Capture
Social MonitoringAdserving/Media
Instore Data
Customer Experience
MeasureOptimize
Campaign OptimizationOverall Performance
Sony Electronics
a case study
Indirect and Direct
Omnichannel Shopping
Varied + Long Purchase Cycles
Contactable Database Gaps
Broad Product + Service Offering
Pre + Post Sales Marketing
Challenging Marketplace
Organization Alignment:
Customer Experience
Management
Use -> Advocate ->
(Re)Purchase
ConnectingTouch Points
Connecting Data Points
product ownership
retentionmarketing
web behavior
social CRM
support community
customer service
ConnectingTouch Points
Connecting Data Points
product ownership
retentionmarketing
web behavior
social CRM
support community
customer service
ConnectingTouch Points
Connecting Data Points
product ownership
retentionmarketing
web behavior
social CRM
support community
customer service
ConnectingTouch Points
Connecting Data Points
$
?
use
advocatere/purchase
BR
AN
D L
OY
ALT
Y
DA
TE
OF
PU
RC
HA
SE
Over Time Brand Loyalty Diminishes
Consumer Brand Loyalty is Never Higher than at
Purchase
Pre-Sales Brand Awareness
Next PurchasePreparation
Engaging Customers
DA
TE
OF
NE
XT
P
UR
CH
AS
E
Encouraging Purchase
Triggered Lifecycle Communications Maintain Brand Loyalty Over Time
UseActivate, Connect with
Brand and Peers
AdvocateLearn More, Do More with
Sony Product/Services and Share
CUSTOMER EXPERIENCE TIMELINE
Shift intoRelevant Pre-sales
Messaging
where Sony Customer Experience Management team is focused
meet Kellya Sony customer
targeted direct mail
Father’s Day Catalog – featuring Tablet Z
leverage analytic models
& business rules for
customer segmentation
to maximize results
$
20%increase in revenue YOY
2xhigher ROI due to
production optimization & customer
targeting/segmentation
opt-in touchpointsmaximize all opportunities
to collect opt-ins for
communications
$
Doubledthe number of opt-in touchpoints
personalization
social engagement
CTA shop Direct
CTA shop Direct
benefits shopping Direct
opt-in for SMS
social engagement
welcome triggerwelcome email by opt-in
source reinforcing
recognition of how
customers come into the
database
$
40%increase in open rate
1.5xmore clicks to Sony Direct
online
37%increase in click rate
opts-in for SMS
sms $
up to 42%click through rates
2xthe average HH spend
27%are direct buyers (vs. 5% in email)
broadcast email campaigns customers are
segmented based on
activity level and drives
email cadence
$
pinterest case study$
Our unique “Most Pinned” email banner
Wave 2
ways to pay & be rewarded
personalization
CTA toshop Direct
benefits shopping Direct
visual navigation top Sony products
Wave 1
general visit trigger$
52%open rate
9.8%click through rates
(vs. 3-5% in broadcast emails)
CTA toshop Direct
CTA drives to cart
Ways to connect with Sony
visual navigationtop Sony products
personalization
Wave 2
Wave 3
abandoned cart trigger$
Up to 85%open rates
2xthe conversion rate
Over 30%Click through rates
Wave 1
Kelly buys
Wave 3
Wave 2
productcategory
personalization new/repeat buyer
product purchased
productcategory
online order status
productcategory
productregistration
post-purchase triggersleveraging dynamic content
to increase relevancy,
maximize return and gain
operational efficiencyWave 1
22%increase in click rate over
the prior year
OEoperational efficiency gained leveraging dynamic content
2.5xclick through to Sony
Direct online, social sites and customer support sites
user experience messagestransactional messages to
owners of specific models
alerting them to a software
update and its benefits
0ver 100% Open rate
Kelly an advocate
social monitoring & response
meet Kelly wherever he is
Off-domainforums
branded community
1 millionpage views per month vs. 50K a month
<2 mos.to recoup program investment
User Generated
Content
Gamification
Member’s Content
About Bob
User generatedcontent
User Generated
Content
Wish Lists
Gamification
Member Postings
Activity Feed
get personal
Sony Recognized
in global “Customer Service Hall of Fame”
#5
#1
top10
in tech support
in Company Reputation
MSN Money2012
Harris Poll/WSJ
2013
Laptop Magazine2012
What We Learned
1. The omnichannel journey begins with the first step
2. Customers are human! (just like you)
3. It’s about relevancy
4. Be prepared - continuously testing and optimizing all programs –it never stops
5. What we are doing is working – Sony ranked #4 in Adweek’s 100 most loved companies
Thank You
Jennifer GeddyDirector, Customer Experience ManagementSony Electronics@jenmgeddy
Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks@jnetk
Amanda DrenningAccount DirectorThe Agency Inside Harte-Hanks@amandadrenning
You’ve mastered the theory, now put it into practice
Use the Show Guide to match this session’s categories with the
providers in the Hall who can help execute!
See Page 18 for details