Solving Consumer Challenges through Social Media Platforms

by August 16, 2016 0 comments

We spoke to Jie Yu, Vice President, Asia Pacific Services, Lenovo, to understand how they leverage social media platforms to provide better service to their customers

From the digital services perspective, Lenovo is having social media platforms like Facebook to leverage and engage with customers. India is in a pioneering position, with a huge transformation in digital services even when it comes to the domain of exclusive services. “We are heading in a direction where we can enable to sell a differential experience for our customers and offer best in class service,” remarked Jie Yu, Vice President, Asia Pacific Services, Lenovo.“We also have the Lenovo services on Twitter and YouTube for the younger generations to reach out and also have class self-help technical videos with voice-overs on YouTube, which assist the customers to self-diagnose. ‘Our customers share their experiences, write on what issues they are facing, give feedback and also provide solution through these platforms,’ said Jie.

One of their unique initiatives was to fastrack complaints where a customer faced various problems and often tries to escalate it. Hence, they go on to the social media and post their comments either on Facebook or Twitter.

Tackling the pain points of customers

“The Lencare app is how we make the user experience simpler. The app help customers register complaints on their mobile phones and help them track the progress. It makes a Lenovo customer’s life much simpler. A customer can easily use it to raise complaints, ask questions and reach out to operators and easily track the progress. When a customer purchases a new machine, a call centre can give the desired feedback, however we need to figure out if he is a Lenovo customer and whether the machine is under warranty. A call centre only answers questions relating to finding a service centre and raising a service order status, he added”.

“There are tools like data mine, which is new in the industry to understand our customers’ needs, interests and issues in real time. These tools are instrumental in identifying key words of the customers and relatively recommend the right solution. We are going to soon launch this and further equip ourselves with the best in custom service category,” said Jie.

Success of service initiatives on social media

“Customer engagement is evolving more in digital space. Around 75 per cent of the younger generation is using Internet and we are trying to support them with after sales services as when they require. We need to have both online and offline platforms. Some are still used to having personal touch and directly engage to understand in real times. Customers can now leverage Lenovo’s services anytime, anywhere. Before calling or visiting the service centres, now we have added a feature – ‘Call Back’ to help them. There is ease of communication, without long emails, and you just have to touch the options given. Earlier we didn’t have one-on-one interaction with our customers, but now at Lenovo, we want to build this community to help and reach out to them and vice versa,” he added.

So there are a lot of digital models that they are using. “With this, our customer engagement has increased to about 20 per cent certainly. The service initiatives in social media is definitely a success for Lenovo and we are committed to make it even better,” added Jie.

How the new service centre initiative works

The market is growing rapidly in India and people have a window into the international market and standards of living. The team here is great and they are trying very hard to make Lenovo a leader in providing better services to its consumer.

Lenovo has also introduced the token management system (TMS) that gives a unique user experience from the time a customer walks into a service centre thereby improving services quality.

Their Twitter handle is very active, where Lenovo customers can put up their grievances which are immediately addressed and answered. They are also having customers on social media through online chats, on emails, websites and other channels.



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