Concentrating on Customer Relation Management
Sony Ericsson, a handset manufacturer is currently teaming up with Acxiom a data marketing company to help product a new customer relationship management strategy. With this new strategy to be implemented Sony Ericsson hopes to gain a competitive advantage of loyalty against smartphone rival brands such as Blackberry & Apple.
Within the new strategy Sony Ericsson wants to have all of their consumers happy and aware of the possible things they can do in order to get the most out of their handsets. When customers are fully aware of everything they can do with the product this will lead to a great level of satisfaction. The company vice president of Global Marketing, Ben Padley made the point he wanted to adjust their attention on what to do to keep their current customers, rather on the pursuit to market to new customers. Similar to what McDonalds did this idea has show internal and external improvement within companies. Data clearly shows that amongst the electronic division, Sony has the most loyal customers. I have seen in today’s market that this is quite true. Due to the large variety of product Sony offers they have built a great foundation with their customers on loyalty. Sony sells many audio, computer, video games, and other electronics. I believe the steps the phone division of Sony will lead to success based on their current stance in the market. Sony Ericsson is greatly aware of the societal changes being brought up the generations of this age and the revolutionary age of the word “mobile”. Everybody is on the go these days, this company has admitted to the lack of direct relationships they have with its customers. Sony wants to be more engaged offering support to their customers through text on their phones and answer questions at ease of the start up of the phones.
Though it is not all clear what all Sony Ericsson plans to incorporate within their plans to boost CRM, the step this Sony Company is taking in the right direction is very imperative to the future success of the company with new sets of phones handsets to be rolling out this year. Customers control the life of your business and it is important you make a relationship with them. The more loyal customers are the bigger customer they are to you, which means the greater the profits!
Works Cited
Marketing Magazine. "Sony Ericsson Draws up CRM Plans to Boost Consumer Loyalty - Marketing News - Marketing Magazine." Marketing News & Marketing Jobs - Marketing Magazine - Resource for Marketers. 10 Feb. 2011. Web. 10 Feb. 2011.
7 comments:
Do you think that working and improving their CRM would increase Sony's sales?
I personally love Sony Ericsson and I try to always get Sony Ericsson phones. They are a good quality and I have hardly had any of my phones mess up. I think its great Sony Ericsson is improving their CRM plans.
This is a good idea, because technology is what is very important in the world now.
Speaking of CRM and my diaper woes...remember how I said that I never get the right diaper coupons at the right time? Well finally,someone's CRM database kept record of my daughter's age, and I received Pull-Ups coupons in the mail right before she turns 2, which is the time to potty train. I just bought my first Pull-Ups last week and can really use those coupons. So the CRM system is working!! Now, let's just hope that the potty training works!
Awesome article! I didn't now that Sony had followers just like brands such as Jeep.
Allison
I think that this is a good thing for Sony Ericsson, because when i think of phones, Sony does not come to mind. This can help advertise their products.
Sony has so much brand loyalty with there customers that this will only expand their brand image and company further!
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