Sony

The Challenge

As a global entertainment and technology leader, Sony operates across multiple digital touchpoints — from gaming consoles and apps to connected TVs and online services. With rapid growth in mobile-device usage and continued expansion of the PlayStation ecosystem, Sony recognised the need for a holistic understanding of the customer experience across all digital channels.

The business wanted to:

Capture consistent, comparable feedback across different geographies and device types.
Identify friction points in the user journey that could impact satisfaction, retention, and brand advocacy.
Uncover both universal themes and regional nuances to inform product and service optimisation.
Ensure that digital investments (in apps, consoles, and streaming platforms) were meeting evolving customer expectations.

This wasn’t just about detecting issues — it was about establishing a global feedback system that would support ongoing optimisation and best-practice sharing across markets.

The Solution

Skopos designed and delivered a multi-market, multi-device research programme, built around a core, globally consistent framework:

Global survey deployment: A master survey was created to ensure comparability across markets, while allowing for localised, language-specific adaptations to capture cultural and regional differences.
Multi-channel reach: Surveys were broadcast across key customer touchpoints, including Sony apps, PlayStation consoles, connected TVs, and mobile platforms — ensuring feedback was gathered in the natural context of use.
Targeted questioning: While the master framework tracked universal KPIs, additional regional and channel-specific modules explored topics such as streaming quality, in-game navigation, and content accessibility.
Robust data capture: A combination of quantitative survey data and open-ended responses ensured both measurable KPIs and rich contextual insights were gathered for each platform.

The Outcome

The programme delivered a clear, actionable view of Sony’s global digital customer experience:

Provided Sony with a comparable set of KPIs across markets and devices, enabling data-driven decision-making at both global and regional levels.
Highlighted strengths (e.g. intuitive PlayStation interfaces, strong brand affinity) that could be celebrated and replicated.
Identified pain points (e.g. mobile navigation, content discovery issues) that required targeted, prioritised improvements.
Enabled faster remediation, with clear insight into where fixes would deliver the highest customer impact.
Strengthened Sony’s ability to benchmark progress over time, tracking improvements in experience as updates were rolled out.

Ultimately, Sony gained a 360° view of the digital customer journey, helping the business to not only optimise individual platforms but also deliver a more seamless, consistent brand experience across its global digital ecosystem.

Sony

The Challenge

The Solution

The Outcome

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