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

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Phil Petescia Nick Sellers

Part One – What’s Changed since 2008?

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Business Operations Changes

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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

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• 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

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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

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Single Partner Outsourcing Achieves

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BusinessAlignment

OperatingInsights

ProcessStandardization

SharingServices

• Protocols

• Goals

• Metrics

• Analytics

• Customer

experience

• Methods

• Practices

• Platforms

• Planning

• Technology

• Management

Key Partnership Lessons

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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

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FURTHER QUESTIONS?

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One more thing

before you go…

Before You Go…

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Contact Information

Name Nick Sellers

Title Senior Director, Strategy & Marketing

Email nick.sellers@sykes.com

Phone Number +44 7730 638 409

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