Transformation Story | Sony Electronics
Journey to Achieving Affordable,
Quality Customer Support
Philip Petescia | Sony Electronics
Nick Sellers | Sykes Enterprises
10.21.2014
Today’s Presenters
2
Phil Petescia Nick Sellers
Part One – What’s Changed since 2008?
3
Business Operations Changes
4
40k• North American employees
• Everything internal
• 6k in TV manufacture – sand glass TV
1500• Customer support agents
• Largely internal
• Outsourcer used nights/weekends
140• Outsourced frontline staff
• Retained management functions
• Reviewing & arguing over KPIs
Result• Reduced internal headcount
• Still fixed cost
• Tough attracting talent
Decision to Outsource All
5
• Sony defines required outcome
• Agreed with SYKESMetrics
• Reduce Sony team – now 20
• Touching SYKES – only 5Team
• Support core functions
• SYKES delivers, team sharedTransfer
• Sony defines requirements
• Pays per unit usedTechnology
Transitioning from Calls to Online Support
What’s Outsourced to SYKES?
TELCO / Workforce Management
Business Planning
Training
Knowledge Base
eSupport - Web Site
3rd Party Operations
Social Media
Community
National Service Support
Pro Solutions of America
• Forecasting, Reporting/Billing
• Switch, IVR, Service Level Metrics
• Develop/deliver Online and YouTube
• Create Content, Deliver to Agents/Web
• Drivers, Self Help, FAQ’s
• Process, Quality, Vendor Management
• Grow and Enhance Sony’s Social Presence
• Expand customers helping customers
• Specialized Support, CS Escalations
• TAN, Parts/Service, ERS
100% with Sykes Outsourced, Joint oversight
Outcomes for Sony
8
Costs
Performance
2012 Customer
Service Hall of
Fame
800
20
Team
Part Two – Operating as Separate Entities
– Sony Electronics
– Sony Rewards
– Sony Consumer Entertainment
– Sony Playstation
– Repeated across the globe, by region
9
Single Partner Outsourcing Achieves
10
BusinessAlignment
OperatingInsights
ProcessStandardization
SharingServices
• Protocols
• Goals
• Metrics
• Analytics
• Customer
experience
• Methods
• Practices
• Platforms
• Planning
• Technology
• Management
Key Partnership Lessons
11
Sony on Sony
• Information sharing between
• Sony Regions
• Sony Divisions
Confidentiality
• Sony information belongs to Sony
• SYKES client information cannot be shared
Working Together
• One size doesn’t fit all
• Conditions & culture result in differences
Audience Poll
• Are you transforming your customer
support?
– No – there is no need, it already works perfectly
– No – not yet…but it’s planned
– Yes – it’s a work in progress, early days
– Yes – we’re (nearly) done, it’s made a difference
12
FURTHER QUESTIONS?
13
One more thing
before you go…
Before You Go…
14
Contact Information
Name Nick Sellers
Title Senior Director, Strategy & Marketing
Email [email protected]
Phone Number +44 7730 638 409
15
How was the session?
Please provide feedback at
tsia.com/feedback