2017 TSIA Star Award for Transformation of Lenovo Support Services

1. www.tsia.com
STAR Award for Innovation in the Transformation of
Support Services
STAR Awards 2017 Presentation
LENOVO
James D Jones
Executive Director
Customer Service eCommerce

2. 2
Agenda
• The Vision
• The Journey
• The Learnings
• The Future
NOTE: The scope of Lenovo eService encompasses all geographic locations, all products,
all customer segments, contact center infrastructure and all online post-purchase
experiences, including eSupport Web, Lenovo Help Mobile, Consumer My Account,
Commercial Account Portal, Community Forums, and Social Media.

3. 3
The Vision

4. 4
Lenovo eService 3-Year Aspirations (2014-2017)
Transform Lenovo Customer Service through a Omni-Channel eService Strategy
focused on providing a set of industry leading Online Self-Service capabilities,
converting call centers into contact centers through Agent-Assisted Service, and
building a best-in-class Customer Experience.
Online Self-Service
 Knowledge Management
 Automated Driver Updates
 Online Diagnostics
 Virtual Assistant
 Upsell Service Offerings
Customer Experience Agent-Assisted Service
 Chat, Email, Callback
 Online Service Request
 Remote Troubleshooting
 Social Support
 Customer 360
Business Transformation
Omni-Channel Engagement
 Personalized Support Portals
 Lenovo My Account
 Proactive Alerts & Notifications
 Global Community & Engagement
 Gamification & Rewards
 Consumer / Commercial  PC / Mobile / Datacenter  WW / AP / EMEA / NA / LA
 Customer Satisfaction
 Services Revenue
 Connected Customer Experiences
 3-Wave Corporate Strategy
 Call Reduction
 Channel Mix Savings
 Achieved  In-Progress  Not Started

5. 5
The Journey

6. 6
Lenovo eService Journey to Transformational Leader
2013
2015
2016
External AT&T Hosted Website
Year-2 eService Strategy
2014
Year-1 eSupport Strategy
Year-3 eService Strategy
2017
Year-4 eService Strategy
2018
Year-5 eService Strategy

7. 7
Lenovo eService Solution Landscape 2014
Business Pain Points
– Lack of multi-channel support limited customer self-service adoption
– Shortage of self-service features to enable a low-cost support model
– Single customer contact center option – 100% phone
– Limited Knowledge Content with Slow Turnaround Times
– Inability to Personalize the Customer Experience
– Unable to Effectively Listen & Engage with Customers in Social Channels
Forums Phone
Few Customer Engagement Options
eSupport Web
Assisted ServiceP2P
Lithium GenesysAT&T
Online Self-Service

8. 8
Lenovo eService Solution Landscape 2017
Forums Social Phone
Omni-Channel Engagement
Callback
360º View of Customer
Services Customer DB
Real-Time Customer Analytics and Insights 
eSupport Web Lenovo Help Email Chat
eService APIs | AI | Knowledge Management
 Capture All Online and Offline Customer Interactions
Agent Dashboard
{ Big Data }
My Account Commercial
Assisted ServiceP2POnline Self-Service
Lithium Sprinklr Oracle RNT Genesys
Mobile

9. 9
Lenovo eService: The Journey
2014 Business Pain Point
• Shortage of Self-Service Features to enable a Low-Cost Support Model
3-Year Achievements
• Delivered 40+ new self-service features, expanding from 5 to 45+
• Annual call volume reduced globally from 5.5M to 4.57M
Reduced Call Volume by 17% while install base increased 20%
New Self-Service Features
Contextual Search Automated Driver Updates Warranty Registration Consumer My Account Virtual Agent Online Service Request System Auto-Detect
KM Portal for Customers Download Manager Warranty Status Lenovo ID Login PD Trees Repair Status Check System Configuration
KM Portal for Agents Recovery Media Batch Warranty Status My Products List Embedded Community Forums Service History Unified Product Search
Customer KB Feedback Online HW Diagnostics Warranty Renewal My Wallet Windows Support Center Proof of Purchase Barcode SN Scan
Automated Machine Translation Online SW Diagnostics Parts Lookup Product Alerts Subscription Top Solutions Accessories Lookup Form Pre-Populate
Content Syndication Touchless CRU PC Parts Pics & Schematics Product Registration Find a Service Provider Purchase Accessories QR Code Scan

10. 10
Lenovo eService: The Journey
2014 Business Pain Point
• Single Customer Contact Center Option – 100% Phone
3-Year Achievements
• Globally deployed new contact channel options with Chat, Email, and Callback
• Channel Mix: Call 56%, Email 34%, Chat 7%, Callback 3%
Shifted 44% calls to non-voice channels

11. 11
Lenovo eService: The Journey
2014 Business Pain Point
• Lack of Multi-Channel Support limited customer self-service adoption
3-Year Achievements
• Increased adoption by customer engagement channels from 3 to 12
• Added Mobile, Social Media, and Assisted Service channels
• eSupport Web adoption from 95M to 160M annual visits
• Mobile Support App adoption from 0M to 220M annual visits
• Community Forums adoption from 30M to 60M annual visits
• Completed M&A System X Migration and Moto Convergence
Increased eService adoption from 100M to 440M annual visits

12. 12
Lenovo eService: The Journey
2014 Business Pain Point
• Limited Knowledge Content with Slow Turnaround Times
3-Year Achievements
• Built in-house Unified Knowledge Management with Agent and Customer Portals
• Ensured contact center agent knowledge captured and published to customers
• Deployed Contextual Search with advanced auto-tuning
• Focused effort to maximize SEO for external search
• Developed rapid response process with Customer KB Feedback and real-time analytics
Improved KB Turnaround Time from 4-6 weeks to 48 hours
Boosted KB Article Publishing up 65% from 1.5K to 2.5K monthly
Increased KB Effectiveness from 48% to 58%

13. 13
Lenovo eService: The Journey
2014 Business Pain Point
• Inability to Personalize the Customer Experience
3-Year Achievements
• Transformed eService from product-centric to personalized customer-centric experiences by
seamlessly integrating System Auto-Detect and Lenovo ID Login with Customer Profile
• Created Consumer My Account to register products and services, integrate social profiles,
initiate and check repair status, and receive proactive alerts and notifications
• Lowered average handle time by prepopulating forms and passing information to agent
Increased Customer Identified Visits from 0% to 40%
Lowered Agent AHT from 13.5 to 11.5 minutes

14. 14
Lenovo eService: The Journey
2014 Business Pain Point
• Unable to Effectively Listen & Engage with Customers in Social Channels
3-Year Achievements
• Deployed Social Listening & Engagement Platform
• Built lean team of highly skilled social agents to answer broad range of questions
• Established global governance model to ensure one-voice from Lenovo
• Increased SLA Coverage (% Posts Responded To) from 10% to 90%
Reduced Social Time to First Response from 8 hours to 30 minutes

15. 15
Lenovo eService: The Journey
2014 Business Pain Point
• Low Business Agility due to eService Organization Strategy
3-Year Achievements
• Transformed eService from Project-to-Product Management for better E2E ownership
• Transformed eService from Waterfall-to-Agile to adapt to rapidly changing business needs
• Transformed eService and SysOps-to-DevOps to increase development release velocity
Shorted release cycle to 22 weeks to 3 weeks; increased velocity 7x

16. 16
Lenovo eService: The Journey
2014 Business Pain Point
• Website Performance and Stability Issues
3-Year Achievements
• Migrated legacy externally hosted website with outsourced IT model to self-development
platform with in-house IT in <15 months
• Established monitoring and SLAs to ensure optimal customer experience
Enhanced Average Page Load Time from 9.2 to 3.4 seconds
Raised Site Availability from 98.3% to 99.9%

17. 17
Lenovo eService 2014
Customer Comments
• “Blow it up and start over, the worst I have EVER experienced.”
• “Your site is garbage, nothing works, it just sits there. the
buttons don't work, the detect my systems doesn't work, the
search doesn't work I am trying to download a driver for a doc
and it doesn't work garbage.”
• “This website is the worst website I have used in the last ten
years. it is very slow, very difficult to find the information and
when you finally can the download button does not work.
I am furious, I have wasted an hour on this. I have used three
major browsers, all with the same problem. please do some
testing !!!!!!“
• “Today all pages were extremely slow to the point I almost
stopped using it. Pages (ALL) are taking over a minute to load. I
am changing my computers and laptops and have been
getting Lenovo but after today I have to rethink it.“
• “Seriously considering never buying a Lenovo if this is how they
run website. Times out most times and requires persistence.”
• “Add live chat support. It would help people when they try to
fix their computers.”
• “I wrote to you the official Facebook page - no feedback and
reaction !!! ”

18. 18
Lenovo eService 2017
Customer Comments
• “The Lenovo website is the gold standard of support websites
because of its clear organization, which makes it simple to
find what you want. Remember, every engineer I know agrees
with me - Lenovo support site is the best for laptops,
definitely including Apple, HP, and Dell in the comparison.”
• “Keep up the good work! As a power user, the level of detail
provided in the support site reinforces my decision to stay
with Lenovo for our Think-branded products. The quality of
the support site for researching the products before a
purchase translates into sales in my case.”
• “At the moment it pretty much is up to date and an excellent
site, I'm very impressed, I never had this type of support from
my previous computer suppliers.”
• “chat support was fast and clear and worked great.”
• “Lenovo’s Twitter response is quite faster than others. Good
job and keep going.”

19. 19
Laptop Mag Tech Support Showdown 2014
Average
Call Time
Web
Grade
Phone
Grade
Overall
Grade
Apple 1st 7:50 A- A A
HP 2nd 18:11 A- B+ A-
Samsung 3rd 16:19 A+ B- A-
Dell 4th 27:03 B C B-
Toshiba 5th 7:14 B+ C- B-
Acer 6th 9:42 C B- C+
Lenovo 7th 7:14 C+ C- C
MSI 8th 4:15 D+ C- C-
ASUS 9th 18:19 C- D- D+
Lenovo Drops to 7th Place
• Lenovo’s tech support continues to head in the wrong direction
• By our count, Lenovo’s tech support has grown steadily worse
over the past three years. The company’s website is cluttered,
its Community Knowledge Base is too specific to be helpful in
general cases and its new social media support is inconsistent.
Phone-call service is particularly frustrating and time-
consuming
• The company’s support page is cluttered with multiple menus,
ads, arrows and portals competing for your attention
• The company’s website proved difficult to navigate, it lacks
live-chat support and Lenovo Assisted Search proved
confusing

20. 20
eService Delivers in Tech Support Showdown 2017
The Winners Circle
• Lenovo rounds out our top three with its
excellent callback service and wealth of web
articles
Lenovo Tech Support
• The most convenient place to start any
Lenovo support query is on
http://support.lenovo.com, because that's
where you'll find the help pages you need to
assist yourself, along with the web forms you
need to initiate a call or chat
• The company continues to offer a wide
variety of helpful web-based support options
and social media responses via Twitter
• The company added Lenovo Help, an
Android app that makes accessing many of
Lenovo's online support resources from your
phone more convenient
• Lenovo's Community Forums are extremely
active, which makes them a decent place to
try your query, if other methods fail to get you
a good answer
Tied 2nd Place Web Support

21. 21
The Learnings

22. 22
Two Most Important Lessons Learned
• Improving CSAT linked more to User Experience than Feature Delivery
– Early eService assumption was CSAT would rise as new self-service features delivered
– After numerous self-service features were delivered, CSAT actually dropped
– Through customer survey data, learned CSAT tied more to experience than functionality
– Hired UX leader who instituted lean UX Research, User Testing, and Focus Group practices
– Resulted in 5-10 point CSAT improvement throughout eService application portfolio
• Online Self-Service works best when you Guide Customers Step-by-Step
– Initial self-service feature delivery focused on individual solutions vs. guided troubleshooting
e.g. Individual Driver Download vs. Automated Driver Updates
e.g. Individual KB Article vs. Multi-Step Virtual Agent
– Through customer survey data, learned customers often selected wrong individual solution
– Began introducing step-by-step guided troubleshooting to walk customers through journey
– Resulted in higher CSAT scores as well as a reduction in Agent-Assisted Service

23. 23
The Future

24. 24
eService Roadmap
FY1617 FY1718 FY1819
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q3
Enterprise SW DownloadsAutomated PC Driver Updates
Virtual AgentKnowledge Management Portal Retire Legacy KM Repositories
Guided Troubleshooting
PC Support Experience
Component-Based Diagnostics Symptom-Based Troubleshooting
Parts SalesWarranty Renewal OOW Service Offerings
Simplified Driver Updates
Online Diagnostics
Unified Knowledge Management
Monetization of Online Services
Enterprise Portal Foundation
account.lenovo.com
Points & Badging
Expand LCM Self-Service
GA Pilot
Social Support
Prototype
eTicketing, Chat, Email, Callback Moto Contact Strategy
Repair Status Check
Premier Support
PC-Mobile Product Support Portal
Moto Web Migration
Datacenter Product Support Portal
Converged Lenovo-Moto Mobile Web
Expanded Product Portfolio Support Restricted Content Entitlement
Consumer My Account
Commercial Account Portal
Community Forums
Customer Contact Strategy
Online Service Requests
Customer 360
Moto Help APP
Next Generation Mobile
Converged Lenovo-Moto APP Value-Added Mobile Services
Wallet Social Profile Recognition & Rewards
Agent Dashboard
Proactive Alerts
Enterprise Contact Strategy
Manual ETA Automated ETA Schedule a Technician
Build Community Platform
Predictive Analytics Data Monetization
Online Service Requests Performance ReportingMy Products & Services
OnlineSelf-ServiceCustomerExperienceAgent-AssistedService
Milestone – Not Deliverable DevOps Transition
Accessories
Today

25. 25
Lenovo is Changing the Game!
Customer 360 Beyond E2E View of Customer
– Flag Key Customers: Quickly identify premium customers
for agents, ensuring right level of support
– Pervasive Issues: Proactively alert agent of product issues
and trends through real-time big data analysis
– Agent Notes: Hierarchical agents notes can be attached to
product/series or customer/company, then cascaded to
ensure fast consistent messaging shared with all agents
– Device Metrics: Incorporate on-device customer interaction
history with online customer interaction history to enhance
agent troubleshooting
...
– Upsell Guidance: Empower agents to engage customers
with upsell opportunities and active promotions by
providing recommendations on service and warranty upsell