Case Study Repair service satisfaction. Check. Sony of Canada Ltd. (Sony Canada), a wholly-owned subsidiary of Sony Corporation, is a world leader in high definition, delivering entertainment experiences through its products that include Blu-ray Disc TM players, televisions, camcorders, computers, video conferencing systems, and digital, broadcast and security cameras. Summary Sony Canada’s Fastrac Service integrates its enterprise software with Purolator E-Ship® Web Services to reduce costs while delivering enhanced customer satisfaction following a product repair. And, Purolator’s nationwide network gives Sony customers more choices for parcel pickup and drop off. Challenges and solutions Historically, when customers needed to get select Sony products repaired, they dropped it off at an authorized repair shop and waited patiently while the repair was completed. Junior Ali, Vice President of Service, Environment, and Customer Relationship Management at Sony Canada, says the process took anywhere from a week to a month to complete and customers had no way of tracking the status of the repair. “About a year ago, we set out to enhance our customer repair journey to increase customer satisfaction and decrease costs,” recalls Ali, adding that with price erosion in consumer electronics, cost control is critical. Sony Canada knew there had to be a better way than stretching resources across 110 Canadian repair locations. When meeting with courier companies to secure reliable delivery of products to and from customers, Purolator presented a new idea that would transform the “repair journey” for Sony Canada customers. Purolator showed how Sony Canada could leverage technology to book repairs, ship products and track every step of the repair using an integrated online portal, while centralizing repairs in one location. Sony Canada liked the idea and, with Purolator’s concept in hand, built a proprietary repair service portal called Fastrac Service, which is integrated with Sony’s Enterprise Resource Planning (ERP) and Purolator E-Ship® Web Services. Company Name Sony of Canada Ltd. Head Office Toronto, Ontario Industry Electronics Benefits • Sony Canada’s new repair program, Fastrac Service, integrated with Purolator E-Ship Web Services, doubles customer satisfaction ratings in one year. • Fastrac Service reduces repair costs for consumer products, while Purolator Express® speeds electronics shipments, cutting repair time from weeks to days.
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Case Study
Repair service satisfaction. Check.
Sony of Canada Ltd. (Sony Canada), a wholly-owned subsidiary of Sony Corporation, isa world leader in high definition, delivering entertainment experiences through itsproducts that include Blu-ray DiscTM players, televisions, camcorders, computers, videoconferencing systems, and digital, broadcast and security cameras.
SummarySony Canada’s Fastrac Service integrates its enterprise software with Purolator E-Ship®Web Services to reduce costs while delivering enhanced customer satisfaction followinga product repair. And, Purolator’s nationwide network gives Sony customers morechoices for parcel pickup and drop off.
Challenges and solutionsHistorically, when customers needed to get select Sony products repaired, theydropped it off at an authorized repair shop and waited patiently while the repair wascompleted. Junior Ali, Vice President of Service, Environment, and Customer RelationshipManagement at Sony Canada, says the process took anywhere from a week to a monthto complete and customers had no way of tracking the status of the repair.
“About a year ago, we set out to enhance our customer repair journey to increase customer satisfaction and decrease costs,” recalls Ali, adding that with price erosion inconsumer electronics, cost control is critical.
Sony Canada knew there had to be a better way than stretching resources across 110Canadian repair locations. When meeting with courier companies to secure reliabledelivery of products to and from customers, Purolator presented a new idea that wouldtransform the “repair journey” for Sony Canada customers.
Purolator showed how Sony Canada could leverage technology to book repairs, shipproducts and track every step of the repair using an integrated online portal, whilecentralizing repairs in one location.
Sony Canada liked the idea and, with Purolator’s concept in hand, built a proprietaryrepair service portal called Fastrac Service, which is integrated with Sony’s EnterpriseResource Planning (ERP) and Purolator E-Ship® Web Services.
Company NameSony of Canada Ltd.
Head OfficeToronto, Ontario
IndustryElectronics
Benefits• Sony Canada’s new repair program,Fastrac Service, integrated with Purolator E-Ship Web Services, doubles customer satisfaction ratings in one year.
• Fastrac Service reduces repair costsfor consumer products, while Purolator Express® speeds electronicsshipments, cutting repair time fromweeks to days.
Case Study
Leveraging technologyCustomers can check warranty and troubleshooting tips by entering their product make and model into Fastrac Service. Troubleshooting before booking the repair helps to eliminateuser-error issues before products are shipped. If a repair is needed,customers can choose to either drop off the product at a SonyStore or a Purolator location, or have Purolatordeliver a shipping box to their home or office.And, customers can track the status of theirrepair every step of the way in real time.
“Fastrac Service integrates a wide range of different systems, including Sony’s knowledge database to troubleshoot repair issues, Canada 411 to verify address formatting,and Purolator E-Ship® Web Services to create waybills and orderpickups,” says Ali. “It’s about giving the customer options and withPurolator, we get about a thousand drop points across Canada.No other carrier (we met) had even close to the footprint andreach of Purolator.”
In six months, Purolator delivered more than 20,000 shipmentsfor repair for Fastrac Service.
Ali adds that when the repair is booked, the online system booksthe job with the repair shop so they can plan staffing and parts.The system also creates the waybills using Purolator E-Ship® WebServices for both the delivery to Sony Canada and the return shipment to the customer using Purolator Express® services.
Focusing on Sony’s businessSony Canada was impressed that, during the first presentation,Purolator’s team focused on its business challenges and presenteda solution to improve its business process.
“Purolator said ‘let’s take a look at your business situation and seehow we can deliver a solution’,” says Ali. “It was out-of-the-boxthinking. Purolator came in as a problem-solving team, not as acompany that moves boxes.”
Sony gains ‘promoters’Globally, Sony tracks customer satisfaction using a “net promoterscore” system (NPS), which measures the customer experience atevery touch point, tracking the number of detractors, fence sittersand promoters. When it came to repairs, Sony Canada’s NPS hadhistorically been at 30%, which Ali says is high for the repair
service industry. They nevertheless wantedto do better.
After rolling out Fastrac Service, Sony Canada’sNPS score hit 60% and continues to climb.
It’s a 200% improvement that hits the samehigh satisfaction rating as when customers make a purchase.
“We’ve taken an unpleasant or negative experience – the productyou got is broken – and we’ve turned it into a real positive,” saysAli. “We’ve reduced the whole repair journey to three days acrossCanada. Customers are blown away by the speed and ease of service.”
Repair costs cutIn addition to happier customers, Sony’s Fastrac Service has alsosaved time and money.
“Our costs have been going down and our customer satisfactionis going up,” says Ali, noting since repair technicians know whatjobs are coming in advance, parts are on hand and often repairsget completed the same day. “Where a customer previously hadto wait a week, the repairs now take, on average, three days including shipping.”
Award-winning green programsSony Canada was recently recognized by Maclean's/Jantzi- Sustainalytics as one of “Canada's top 50 socially responsiblecorporations” for diverting more than 205,000 kilograms of electronics from landfills and reducing use of conventional plastics by incorporating vegetable-based raw materials intoproduct packaging. Sony Canada customers can drop off theirold Sony electronics at 21 Purolator retail locations across Canada,expanding the reach of Sony Canada’s recycling program.
“If you have an old Sony TV you want to recycle, you can drop itoff at one of the designated Purolator retail locations and have itrecycled free of charge in a responsible way,” says Ali. “Our relationship with Purolator is not only delivering an enhancedcustomer experience, but also supports our ‘green’ initiatives.”
What’s nextWith stellar Fastrac Service results, Ali says Sony Canada will expand the program to include new product categories includingcomputers and televisions, while continuing to leverage Purolator’sspeed and reach, as well as Purolator E-Ship® Web Services, tocontinue enhancing Sony Canada customers’ repair journey.
“Purolator came in as a problem-solving team, not as a company that moves boxes.”
Junior Ali, Vice President of Service, Environment andCustomer Relationship Management for Sony
Blu-ray DiscTM is a trademark of the Blu-ray Disc Association.
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