In the competitive personal computer segment, staying on the cutting edge of innovation while delivering high-quality products is something few companies can achieve consistently. Unless of course, you are Lenovo.
When it comes to established brands like Lenovo, quality matters. Even through its licensing program, Lenovo is committed to quality assurance and providing their customers with the best possible products and experiences possible. But gauging customer sentiment across multiple licensees, vendors, and ecommerce channels is no easy task.
“Before Keatext, getting insights about licensee performance involved a lot of manual work. Keatext’s AI definitely has been an intelligent tool in helping us improve our product quality.”
– Bai Song, Senior Product Manager at Lenovo
Quick view
- The situation: Licensees in 180+ markets with 250+ products
- The problem: Lenovo faced difficulty accurately collecting customer feedback to measure licensee performance
- The solution: Keatext’s scalable analytics tackled 120,000+ comments with ease and strong insights
- The impact: Improved licensee performance and a more robust onboarding process with Keatext
Discover how Lenovo uses Keatext to identify deep customer insights that they use to streamline the customer experience across multiple global licensees, vendors, and channels.
The situation: Global licensing in 180+ markets
Lenovo and quality products go hand in hand. A truly global company, they operate in over 180 markets around the world, own some of the most recognizable brands in the electronics and personal computer segments, and are committed to delivering smarter technology for all. Lenovo’s commitment to design, engineering, and quality is the reason why many consider it to be the definition of consistency and reliability.
Lenovo is always looking for new ways to maintain the high-quality products it’s best known for. The company uses a licensing model that allows it to rapidly manufacture products in any region where a manufacturer can meet the company’s standards for quality control, brand reputation, and customer expectations.
The problem: Measuring licensee performance
Lenovo’s expansive licensing model makes it challenging for the company to accurately collect customer feedback across the 180+ markets they serve. They must qualify licensees, ensuring that they have the right manufacturing processes in place, factory qualifications, and the capability to meet the company’s product standards.
“With Keatext, we now can effectively get more insights, the process of consolidating feedback is now automated, and we are proactively able to provide critical feedback to our licensees.”
Managing these expectations across multiple brick and mortar locations, ecommerce marketplaces, and other channels was becoming increasingly difficult as the company onboarded new licensees.
Lenovo needed a reliable solution that would enable them to effectively collect, measure, and analyze product feedback to generate the insights needed to optimize and continuously improve the products manufactured by licensees.
The company initially experimented with a simple text analytics solution, but quickly found it required too much manual intervention to use. They also realized it didn’t provide the right types of data. The initial solution was heavily focused on social media profile data, such as a customer’s geographical location, age, and gender, and did very little to provide data-driven insights into what the customer experience looked like.
In addition, onboarding licensees was a significant hurdle that required configuring accounts. There was no established methodology to share valuable insights with their licensees.
Bai Song, Lenovo’s Senior Product Manager of Trademark, M4DE, and Technology Licensing, explains:
“Before Keatext, getting insights about our products and licensees’ performance involved a lot of manual work. With Keatext, we now can effectively get more insights, the process of consolidating feedback is now automated, and we are proactively able to provide critical feedback to our licensees. Keatext’s AI definitely has been an intelligent tool in helping us improve our product quality and brand reputation.”
Although existing licensees had their own internal controls to manage customer requirements, feedback, and product returns, there was no unified feedback analysis system that Lenovo could deploy to all of its licensees.
Again, with a combination of brick and mortar operations and ecommerce platforms, key customer data wasn’t being properly collected, making it extremely difficult to measure whether a licensee was adhering to Lenovo’s quality standards.
Lenovo began searching for a more robust solution that could provide them with the deep customer experience insights they needed to ensure quality across all channels.
The solution: Keatext’s scalable analytics tackles 120,000+ comments
Lenovo decided to partner with Keatext to leverage AI-powered text analytics to streamline customer feedback collection across the various channels licensees use. For 266 products – including 55 products from the competition – Lenovo has since analyzed over 120,000 comments.
“We needed a solution that could effectively collect, measure, and process customer feedback across all of the channels our licensees operate in, at scale. Because our customer base consists of professional users, it was important that we could capitalize on the feedback they were willing to provide without creating friction for our licensees,” said Bai.
Keatext’s AI-powered platform provided Lenovo with key functionality:
- Multichannel analysis: All of the customer feedback collected by Lenovo’s licensees was aggregated into a single location
- Intent and sentiment analysis: Deep insights into what Lenovo’s customers were saying about their products and brand
- Simplified onboarding: The ability to quickly onboard licensees so Lenovo could leverage the full potential of Keatext
- Advanced reporting: Detailed dashboards that made it easy to share key trends, typical mistakes, common customer complaints and suggestions, and other insights
- Customer feedback automation: Automation ensures all data is collected and centralized in a unified solution
- Advanced data filtering: Specialized filters allow Lenovo’s teams to organize data based on specific criteria like product, licensee, marketplace, region, and more
- Data-rich analytics: Data is readily available through interactive dashboards, charts, and other visualizations
The impact: Licensee success and a stronger onboarding process
With Keatext, Lenovo now has a robust, scalable, and fully automated solution that allows them to bridge the customer feedback gap between their many licensees.
Lenovo has even made Keatext part of its standard onboarding process for new licensees. They actively teach licensees about Keatext, how to leverage the platform’s reputation tools, and the KPIs they use to measure licensee success.
Continuous improvement is something Lenovo takes seriously because of its commitment to producing high-quality products that cater to its professional customer base. The company continues to benefit from Keatext’s built-in automation and AI-powered features to eliminate manual aspects of the feedback analysis process and provide accurate insights on an ongoing basis.
With Keatext, Lenovo is now able to fully leverage customer feedback to assess licensee performance. The company uses this data to optimize all aspects of the licensee program, from manufacturing to ongoing product improvement. And despite the significant amount of data Lenovo collects with Keatext, they are able to quickly identify new insights.
Keatext’s dashboard is an integral part of Lenovo’s analysis process, presenting automatically generated insights through powerful visualizations and advanced filtering capabilities.
Lenovo has even made Keatext part of its standard onboarding process for new licensees. They actively teach licensees about Keatext, how to leverage the platform’s reputation tools, and the KPIs they use to measure licensee success.
All of this has resulted in a simpler, more automated way to manage quality across a diverse portfolio of licensees and marketplaces. Keatext adds another layer of depth and analysis, improving visibility into licensee performance while providing Lenovo with the actionable insights needed to make ongoing improvements.
Lenovo continues to explore new ways to leverage Keatext and views the solution as a key enabler of their commitment to quality.
