Managing Change of Sony Store After-Sales Service System

Topics: Customer service, Sony, Service system Pages: 17 (4178 words) Published: December 3, 2012
Table of Contents
Sony Store3
Interview with Sony Store Executive4
Interview with Sony Care Executive5
Interview with Sony Technical Department Executive6
The operation of Sony Store After-sales Service6
Congruence model of Nadler/Tushman8
Organisational diagnosis9
Output / Problems derived from diagnoses11
Recommended Implementation Action: "SONY Store +" Programme12
Further Implementation Plan14

Sony is a renowned and reputable top global leading electronic company where the core business is mainly manufacture and sales of electronic products. Engineer Masaru Ibuka and Physicist Akio Morita were the two founders of Sony in year 1946, Tokyo. (Sony Electronics Inc., 2010)

Sony Singapore was established in year 1973 and its operation in Singapore consists of mainly two companies: Sony Electronic Asia Pacific Pte. Ltd. and Sony Electronics (Singapore) Pte. Ltd. At present, its operations include regional headquarters’ functions, sales and marketing, engineering and manufacturing, logistics, IT, treasury service as well as entertainment (Sony Singapore, 2012).

Sony mission is to develop champion products with innovative technologies to delivery a compelling entertainment experience (sony united, n.d.).

Organization Structure (Figure1)

Sony Store
Sony Store, which is also known as Sony Designated Store (SDS) is under the customer touchpoint department. The purpose of Sony Store: * Provides the best shopping experience for consumers
* Integration services of
* Retail operation
* Effective retail marketing activities
* Generate profit
* Create happy customers
* After-sales service assistance

Sony Team Value - “FAST”
* F is the FOCUS we have on our customer’s needs and our business objectives * A is the ACCOUNTABLITY and commitment we make to get things done * S is the SPEED which we must act to stay ahead of our competitors * T is the TEAMWORK that will unite Sony because there is more power and we produce greater results.

To maintain Sony’s current smooth and successful business, the strategy of creating friendly environment and good relationship with customers is one essential component that cannot be neglected. Product consultants of Sony Designated Store pledge to create a friendly environment to serve and assist customers with the objective to create happy customers. Sony Designated Store product consultant possessed with excellent customer service skills, product knowledge, and also good communication skills with customers. Giving the best support and service to customers is what Sony believes in to maintain its brand image.

Despite of all the aforesaid competitive strategies were in-placed, annual reports had shown that Sony Designated Stores profit has been declining for the past 3 years and the number of stores has been reduced from 10 to the current 4 stores, whereby 3 stores locate in city area and 1 store locate at Singapore airport. To identify the prevailing problems, interview has been conducted based on the following department of the three informal 1. Sony Store Executive

2. Sony Care Executive
3. Sony Technical Department Executive

Interview with Sony Store Executive
The primary function of Sony Store is mainly retail operation and provides after-sales service to customer. In addition, it also helps in assisting on products trouble shooting and basic check-in on the spot for customers, as well as product reception and repaired products collection. After interviewing with one of the Sony Store Executive, the following after-sales service problem in Sony Store were concluded: i. No after-sales service training for product consultants ii. The core duty for the product consultants is sales. Hence, without relevant training, product consultant...
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