A fascinating look at how Sony are focusing on enabling help from community members as an efficient form of customer service, and how to manage and reward super users to ensure their loyalty and ongoing engagement. - See more at: http://oursocialtimes.com/event/socialcrmlondon/#programme

1. Nico Henderijckx
Sony Europe Ltd

2. European CAV & VAIO Forum
» Provide a Self-Service area with Moderation
and Escalation process taking the 1st level
support workload away from Sony.
» Call avoidance for CIC
» Allow End-Users to help End-Users
» Provide Sony News and Technical/
Corporate announcements
» Link to other Sister Company Forums like
PSE, PlayStation and Sony Ericsson
www.sony.xx/discussions

3. What do We offer
Monthly local trainings
• And participation to local tradeshows, dealer events,
etc…
Monthly catch up sessions with European
Management
• On line 2 hour meetings
Bi-annual Super User conference
• Somewhere in European City for a week
Test products
• When new product technologies are announced

4. Challenges
East to West
• Everybody is different
• Lots of personalities
• Can’t expect same commitment from all of them
How to quantify Value and Effort
• Link into Super User behaviour report.
• How do they act on other platforms (Facebook,
twitter & other for a)
Build local relationship between forum
Manager and SU vs European relationship
• They think European relationship will get them more

5. Next Super User Conference – London
Mid/September 2013
Agenda
• 55 participants
Ranging from
• Super Users
• Marketing Europe
• IS Europe
• Forum Managers
• Technical trainers
• Sony Mobile &
PlayStation
Tuesday
17th
AM: Fly-in
PM:
Technical
training
VAIO,Tablet,
& Reader
Wednesday
18th
AM:
Technical
training PISE
PM:
Technical
training
Walkman,
HV, TV, SEN
Thursday
19th
Winter
theme Team
Building
Friday 20th
AM: Service
and Support
PM: Forum &
Community
MKTG
update
Saturday
21st
AM/PM: Fly-
Out

6. 3 Tips to success
1. We are working with Humans
2. Explain clearly your goals to
your Super Users
3. Put your Top management in
front of them.