Sony Ericsson Selects Oracle's Siebel CRM as Part of Its Global Customer Experience Management Strategy and Delivers a Single Customer Experience

Global Mobile Phone Manufacturer Strengthens Its Brand Further by Aligning Its Marketing Activity to Corporate Objectives, for Greater Efficiencies and Return on Investment

News Facts

•Oracle today announced that Sony Ericsson has selected Oracle's Siebel CRM as part of its Business to Consumer (B2C) Customer Relationship Management (CRM) operations, including its marketing strategy and customer service functions.
•Sony Ericsson selected Oracle to support its vision to be the leading communications entertainment brand.
•Siebel CRM will be rolled out across Sony Ericsson globally in a phased approach, with the solution being firstly implemented within Europe.
•Sony Ericsson's CRM strategy intends to deliver innovative products and services through a single customer experience that will enrich its relationship with its consumer base.
•Sony Ericsson chose Siebel CRM for its technological edge, both in terms of its robust and scalable qualities as well as being already market-proven to add greater value and deliver ROI quicker than its competitors.
•As part of the solution, Siebel Enterprise Marketing Suite will align Sony Ericsson's marketing activity with its corporate objectives and will help to drive process efficiencies so it is even more agile and responsive to customer demands. The technology will enable deeper customer insight and will empower the company's marketers to have richer and more personalised dialog with individuals. Additionally, the solution will help Sony Ericsson to create competitive loyalty and retention programmes that add true customer value and are seamlessly integrated with marketing and CRM to support the complete loyalty lifecycle.
•Sony Ericsson will utilise the Oracle Marketing Analytics module for marketing planning, to track and measure campaign performance in real-time and to gain greater insight into segmentation characteristics and product affinity, to retain current and entice new customers.

Supporting Quotes

•"Evolving our CRM applications is a vital component in successfully executing our Customer Experience Management (CEM) strategy. Social media has empowered the consumer, so they expect to have engaging and personalised conversations with us that result in more tailored offerings to suit their needs. With Siebel CRM, Sony Ericsson can take its relationship with its consumers to the next level. It allows us to do this by enabling personalised relationships with consumers at every level and interaction point," said Ben Padley, VP Head of CRM and Digital Marketing, Sony Ericsson.
•"Combining the consumer relationship to our product and service expertise opens new lands of opportunities and will enable us to focus on our consumer satisfaction. Oracle's Siebel CRM application simplifies the integration of our consumer data across the different activities of Sony Ericsson, and by consequence, accelerates our consumer experience," said Jonathan Laroussinie, Head of CRM, Sony Ericsson.
•"We're delighted that Sony Ericsson has chosen to work with Oracle to evolve its CRM strategy in the new era of Customer Experience Management. Today's consumer demands customer intimacy, instant responses and products and services that have been created based on a social network of feedback and influence. Siebel CRM gives Sony Ericsson the functionality it needs to meet the high expectations of its consumers and to grow its business," said Steve Fearon, Vice President, CRM, EMEA.

Supporting Resources

•Oracle's Siebel CRM Technology
•The Forrester Wave™: CRM Suites For Large Organizations, Q2 2010
•Oracle CRM

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