‘one sony’ & the global customer experience
TRANSCRIPT
‘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
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
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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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