Given Sony’scurrent situation, the first recommendation I would make to Hirai for thefuture of the company is create a ‘Welcome Back’ customer appreciation program. This programwill allow the customers that have bought a PlayStation to receive games to keepfor free. As a result, Sony could earn back its’ trust of its fan base.
PlayStationusers will also get virtual items in the system as a token of appreciation forthe support and patience that they have put in Sony. The value of customer service cannot beunderestimated. A recentstudy has shown that about 66% of consumers believe that customer service isthe biggest spending catalyst. Therefore,Sony should personalize its’ customer services and experience. Actually, this point of view is the most significant pointof view.
This action wouldmost likely to strengthen a better bond with the customer. As a service department, an employee can bond with thecustomer in many profound ways. In order for Sony to remain competitive, Sony shoulddesign products that customers desire. Although Sony products are generally very advanced and highquality, the features provided do not seem necessary and satisfying in fulfillingcustomer’s needs. For instance,Sony could design their cameras to have larger labels so that it would beeasier to view. Besides that,Sony can enhance the R&D organization to boost the future company’s profit significantlysuch as develop an improved user interface design like the extension of the batterystorage of the product.
Sony can alsoimprove their digital experience. For example, Sony can encourage homes and business companiesto adapt and implement the self-service system via online. Hence, it will give rise to a host of bane such as higher brandloyalty, better customer experience, and more contribution to the company’s income. Lastly, Sony should focus on local content to provide morenew business opportunities. It isundeniable that Sony has put their eye on Western and Japanese markets.
However, Sony seems to put lesser focus on the local market thatare much larger and demanding such as China, India, Indonesia, and Brazil.