Impact of technology on customers (Using the example of Sony Corporation) - Essay Example

? Impact of Technology on s (College) Impact of Technology on s Introduction of new products New product introduction (NPI) is an effective product launching strategy that enables the companies to overcome competitive pressures, cost challenges, and increased customer expectations. The rapid development of technology has assisted industries to implement the NPI program more effectively. Generally, a new product introduction program includes four major steps such as initiation of the project, development of business plan, execution of project, and conducting of gate reviews. Technology has greater influence on each of these phases. The first phase of the NPI process includes resource planning and trade off studies which are essential to identify potential outsource and offshore development opportunities (Benchmark electronics). For this purpose, organizations like Sony Corporation depend on highly developed information technologies including the internet. In the business plan development phase, technology has assisted the Sony to evaluate market opportunity, market risk, and other technical risks; hence the company could deliver effective services to its customers by understanding the main business issues behind product launching. Sony Corporation updates project costs and other project parameters in the project execution phase. Technology plays a significant role in the updation of projects parameters and development of deliverables for the next phase. Conducting gate reviews, the final stage of the NPI project makes sure that predefined conditions have been achieved and hence the project development is on track. In short, Sony Corporation greatly depends on technology in order to carry out its new product implementation programs effectively, and this practice in turn provides larger benefits to ultimate customers. Ways that added value from new technology Global organizations like Sony Corporation get ranges of benefits from the fast growing technology. The Sony has an online network presence in several formats. For instance, one of the company’s websites offers different information on its products and services. This website also provides information on corporate applications for its product and service offerings. Similarly, the company provides a Sony Card and PlayStation Card to its customers with intent to allow them in earning redeemable points while they purchase the company’s products and services. Sony’s Rebate Zone website gives rebates by mail following the purchase of a Sony HVR-V1U HDV Camcorder or a Sony HVR-DR60 Hard Disk Recorder/Player (Sony marketing mix). The company’s expenditure of over $5 billion in 2009 can be directly attributed to its focus on research and development (R&D) activities. In addition, the focus on R&D has aided the company to launch technologically improved products in the market. For instance, the introduction of BRAVIA, ZX1, VAIO P series of notebook computer, and the Cyber-shot HX1 compact digital camera can be attributed to the company’s increased concentration on R&D activities. This practice also enables the company to revise its product base periodically. It is clear that R&D activities are largely based on wider application of modern technology. As a result of the faster technological development, the company is able to offer improved services to its customers. Support plan for customers Sony Corporation is a global company that daily deals with millions of customers. Customer satisfaction can be completely met only if customers are provided with effective after sales services. In order to effectively answer various customer queries, the company must apply improved modern technology. Firstly, it is advisable for the company to establish an effective customer care system that offers 7/24 hours’ service. In addition, the company can offer toll free services to its customers for interacting with its customer care. From its past experience, the company knows what would be the common questions that an average customer may ask. In the opinion of Mahemoff and Johnston (2001), based on this information, a company can set Human-Computer Interaction (HCI) system that facilitates effective interactions between computer and users (pp.350-352). The HCI system would be the most convenient method for the company as this system does not require the service of experienced officials. Likewise, it is advisable for the company to maintain enquiry systems on company websites so that it can adequately resolve customer problems through mail service. Implementation of customer support team (equipped with IT) is one of the best ways to meet the customer needs relating to information. It lights up a new face of the company by putting up information centers at all important outlets. Customers who are not satisfied with their conversation on the phone with the customer care executives can come down to these customer support teams at the information centers and can have a direct face to face talk with the executives about their queries. By doing so, customers would be able to collect the exact information they needed instead of just getting contended with what they are offered. Right information at the right time pulls the customers closer to the company. This system may include an automatic appointment-registration, through which the customers can fix an appointment to meet the executives by sending a message or just by dialing the extension code. Self generated message would be sent back to the customers regarding the time of their appointment. New partnerships Although, the Sony Corporation presently employs ranges of advanced technologies, the company can further grow by making new partnerships with technology partners and enhanced customers. Sony Corporation has been historically notable for its ability to create “its own in-house standards for storage technologies and new recordings” (Soney consumers). Obviously, this is the primary factor that assisted the company to acquire a large group of enhanced customers and this customer group is the one of the most competitive strengths of the company. It is evident that customers would switch their demand to other companies if they get technologically improved products and services from them. Therefore, the company must give greater emphasis on the retention of this enhanced customer group. For this purpose, the company may employ most modern technologies by making appropriate deals with its technology partners. While developing new technologies, the company must ensure that the proposed technological improvements can adequately cater the changing preferences of its customers. In total, the company must be up to date with all technological changes that are being introduced in the market. References New product introduction. Benchmark electronics. Retrieved from http://www.bench.com/viewer/services_product-launch_npi.asp Mahemoff and Johnston (2001). Usability pattern languages: The language aspect. IOS Press. Sony marketing mix. Retrieved from http://www.marketingteacher.com/case-study/sony-case-study.html Soney consumers. Lycos retriever. Retrieved from http://www.lycos.com/info/sony--consumers.html Read More