If they're as incompetent as they sound they'd have to change it manually and assuming you could make them do that it would probably break something in the account. 😄 There's no good way to do this if it was badly put together.
That's probably a good thing. I generally put different information into every service. If you keep track of who you told what, you can use that information later. If you receive spam from somewhere random, but they use the name you gave Sony, you can say "oh so Sony sold my data to you..."