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.
The Oracle Siebel CRM will be rolled out across Sony Ericsson globally in a phased approach, with the offering being first implemented within Europe.
Sony Ericsson’s CRM strategy intends to deliver products and services through a single customer experience that will enrich its relationship with its consumer base.
In addition, 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 offering will also help Sony Ericsson to create competitive loyalty and retention programmes that add customer value and are seamlessly integrated with marketing and CRM to support the complete loyalty lifecycle, said the company.
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.
Sony Ericsson head of CRM Jonathan Laroussinie said combining the consumer relationship to their product and service expertise opens new lands of opportunities and will enable them to focus on their 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," Laroussinie said.
