Sony Mobile was facing dropping sales and dropping NPS from customers. Customers were less satisfied with new devices and new features. Our objective was to analyse customer needs so we could market the latest Xperia smartphone to the audience receptive to them. We collected qualitative data via a survey of customer needs, and joined it with behavioural quantitative data from Sony’s big data environments.

Role

Customer Experience Manager

Our stakeholders were Sony's UK Sales & Marketing team. My team conducted a survey, created a single view of customers by joining their survey responses from data across Sony Mobile's systems, such as app usage and then clustered responses using a machine learning methodology.

I worked with my team to compile the findings into a report. With 13 recommendations across 8 teams. My team produced a piece of analysis counting the number of customer segments in the UK market and mapping their preferences. We uncovered some valuable insights into how Sony customers shop for new smartphones. We also found a gap in CRM communications, whereby 36% of users leaving the CRM base do not receive marketing communications in the month before they leave.

 We came up with 13 recommendations for 8 teams. This analysis informed the Sony Mobile EU marketing strategy and product sell-in.

We produced toolkits with examples as part of our analysis. This provided Sales & Marketing teams with templated actions linked to the insights we uncovered and potential sales opportunities. This was to ensure that the recommendations we made could be implemented easily and effectively.