Sony’s CRM gets boost from smartFOCUS

Published 5th December 2008

Customer selection, campaign planning, analysis and reporting tools to be deployed throughout Europe for better customer insight and more effective marketing

Bristol, UK - 3 December 2008 – smartFOCUS, the international multi-channel marketing software company today announces that Sony has selected its software as part of an EU-wide program to improve customer understanding, make better use of customer data and improve its customer relationship management (CRM) capability.

Sony, the world’s leading digital entertainment company, has purchased smartMARKETER for analysis, campaign management and reporting. The first phase of the implementation will see the system deployed across the UK, France, The Netherlands, Poland and Italy, with 36 countries across Europe to follow.

smartFOCUS will provide the ability to analyse customer data from multiple sources and gain a 360 degree view of customer intelligence. This will allow Sony to segment customers in order to target CRM campaigns at selected groups and analyse the effectiveness of these campaigns. At a local level, smartFOCUS solutions will enable countries to drive their own local marketing activities using local knowledge with local messaging and specific initiatives.

Christian Luecke, General Manager Consumer Marketing TV & Online Marketing for Sony Europe said: “We were particularly impressed by smartFOCUS’s approach to customer management and by the ease-of-use of the software. We also needed a system that would be compatible with and accept data from many sources.”

smartFOCUS CEO Chris Underhill said: “Sony understands the benefit of supporting customers by providing the relevant information to the customer through the right channel in order to maximise customer engagement. The customer is central to many successful organisations’ business strategies. Sony will now gain detailed insight into customer groups and customer life stages. The improved targeting and a better understanding of campaign performance is sure to help Sony remain a worldwide leader in its sector.”