1. Wave 2
Digitally Connected Consumers
Sony Electronics Case Study
Jeannette Kocsis
The Agency Inside
Jennifer Geddy
Sony Electronics
Amanda Drenning
The Agency Inside

2. Session Panel
Jennifer Geddy
Director, Customer
Experience Management
Sony Electronics
@jenmgeddy
Jeannette Kocsis
EVP, Digital Engagement
The Agency Inside
Harte-Hanks
@jnetk
Amanda Drenning
Account Director
The Agency Inside
Harte-Hanks
@amandadrenning

3. our agenda
• About Digitally Connected Consumers
• Sony Electronics Case Study

4. customer
experience
4

5. omnichannel

6. relevance

7. omnichannel behavior

8. leads to digitally
connected consumers

9. but our role has changed

10. 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

11. building a digital ecosystem
Social Media
Media
Engagement
On-the-Go
Search and
Research
Video Content
CRM and
Loyalty
Programs
Native Applications
At the Office
eCommerce
Retail
At Home

12. the roadmap
Plan the Journey
Map Content to
the Journey
Determine Where
the Customer is
in the Journey
Drive CrossChannel
Communications
Measure and
Optimize

13. consider how to engage
Optimized for
Experience
Engagement +
Engagement
Opportunities
Serve through
ALL Channels
BehaviorBased
Content
Smart Targeting
Mail that
Matters
Dynamic
Content
Relevant
Messages

14. leverage data
Implicit
data
Explicit
data
Rich
Customer
Data

15. Where to Begin?

16. customer
profiles
16

17. how to create them
Preferences
Social
Media
Purchase
Data
Affinity
Content
Web
Behavior
3rd Party
Data

18. go beyond the campaign

19. plan your content
Campaigns
(EM, DM,
Media, SEM)
Blogs,
Facebook &
Twitter Push
Social
Response
Instore
SMS
Video Content
Ongoing CRM
& Loyalty
(EM, DM)
Mobile App
Alerts
Web Site
Content

20. leverage technology

21. use mobile engagement
Single Credentials
Your package
was just
delivered…
You have
101,000 pts.
For latest deals,
go to bit.ly
Only 1 Day ‘til
Black Ops
Ghosts is avail
for pre-order
Bring to the
store & get 20%
off, offer
877GH4X

22. and social engagement
Push Messages
Leverage tools
for consistent
push, but
relevant tone
Follow your
social strategy
Engagement Content
Provide in-channel
content in relevant
tone
Optimize content for
search (internal and
external)

23. don’t forget retail

24. and a measurement plan
Touchpoints
Customer
Experience
Digital Analytics Tools
Data Capture
Social Monitoring
Adserving/Media
Instore Data
Measure
Optimize
Campaign Optimization
Overall Performance

25. Sony
Electronics
a case study

26. Broad Product
+ Service
Offering
Challenging
Marketplace
Omnichannel
Shopping
Indirect and
Direct
Contactable
Database Gaps
Varied + Long
Purchase Cycles
Pre + Post Sales
Marketing

27. Organization
Alignment:
Customer
Experience
Management
Use ->
Advocate ->
(Re)Purchase
Connecting
Touch Points
Connecting
Data Points

28. Connecting
Touch Points
product
ownership
Connecting
Data Points
customer
service
retention
marketing
support
community
web
behavior
social
CRM

29. Connecting
Touch Points
product
ownership
Connecting
Data Points
customer
service
retention
marketing
support
community
web
behavior
social
CRM

30. Connecting
Touch Points
product
ownership
Connecting
Data Points
customer
service
retention
marketing
support
community
web
behavior
social
CRM

31. use
?
$
re/purchase
advocate

32. where Sony Customer Experience Management team is
focused
Pre-Sales
Brand
Awareness
Over Time Brand
Loyalty Diminishes
Use
Next Purchase
Preparation
Encouraging
Purchase
Triggered Lifecycle
Communications Maintain
Brand Loyalty Over Time
Advocate
Activate, Connect with
Learn More, Do More with
Brand and Peers
Sony Product/Services and Share
CUSTOMER EXPERIENCE TIMELINE
Shift into
Relevant
Pre-sales
Messaging
DATE OF NEXT
PURCHASE
Consumer Brand
Loyalty is Never
Higher than at
Purchase
DATE OF PURCHASE
BRAND LOYALTY
Engaging Customers

33. meet Kelly
a Sony customer

34. $
targeted direct mail
leverage analytic models
& business rules for
customer segmentation
to maximize results
20%
2x
increase in revenue YOY
higher ROI due to
production optimization &
customer
targeting/segmentation
Father’s Day Catalog
– featuring Tablet Z

35. $
opt-in touchpoints
Opt-in opportunity
while researching
online
kellyjohnson@email.com

36. $
opt-in touchpoints
maximize all opportunities
to collect opt-ins for
communications
Doubled
the number of opt-in touchpoints

37. $
welcome trigger
welcome email by opt-in
source reinforcing
recognition of how
customers come into the
database
CTA shop Direct
40%
37%
increase in open rate
increase in click rate
personalization
CTA shop Direct
benefits
shopping Direct
1.5x
social
more clicks to Sony Direct
engagement
online
social
engagement
opt-in for SMS

38. $
sms
up to
42% 27%
click through rates
are direct buyers
(vs. 5% in email)
2x
opts-in for SMSthe
average HH spend

39. $
broadcast email campaigns
customers are
segmented based on
activity level and drives
email cadence

40. $
pinterest case study
Our unique “Most Pinned” email banner

41. $
general visit trigger
Wave 1
CTA to
shop Direct
Wave 2
personalization
52%
9.8%
open rate
click through rates
(vs. 3-5% in
broadcast emails)
benefits
shopping Direct
visual navigation
top Sony products
ways to pay &
be rewarded

42. $
abandoned cart trigger
Wave 2
Wave 1
CTA to
shop Direct
personalization
Up to
85%
Over
CTA drives
to cart
30%
Click through rates
open rates
Ways to connect
with Sony
Wave 3
visual navigation
top Sony products
2x
the conversion rate

43. Kelly buys

44. post-purchase triggers
leveraging dynamic content
to increase relevancy,
maximize return and gain
operational efficiency
Wave 2
personalization
new/repeat buyer
22%
2.5x
product
category
product purchased
increase in click rate over
the prior online order status
year
product
category
Wave 3
Wave 1
product
click category
through to Sony
Direct online, social sites
and customer support sites
OE
product
registration
operational efficiency gained
leveraging dynamic content

45. user experience messages
transactional messages to
owners of specific models
alerting them to a software
update and its benefits
0ver
100%
Open rate

46. Kelly
an advocate

47. meet Kelly wherever he is
Off-domain
forums
social monitoring
& response

48. branded community
1 million
page views per month vs. 50K a month
2 mos.
<
to recoup program investment

49. get personal
About Bob
User generated
User
content
Generated
Content
Gamification
Gamification
Member Postings
Member’s
Content
Activity Feed
User
Wish Lists
Generated
Content

50. Sony
Recognized

51. Laptop Magazine
2012
#1
in tech support
MSN Money
2012
top10 #5
in Company
Reputation
Harris
Poll/WSJ
2013
in global “Customer
Service Hall of Fame”

52. 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

53. Thank You
Jennifer Geddy
Director, Customer
Experience Management
Sony Electronics
@jenmgeddy
Jeannette Kocsis
EVP, Digital Engagement
The Agency Inside
Harte-Hanks
@jnetk
Amanda Drenning
Account Director
The Agency Inside
Harte-Hanks
@amandadrenning

54. 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