The Use of Sentiment Data: Defining the Customer-Centric Value Chain
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The document discusses the importance of sentiment data in creating a customer-centric value chain, as presented by Anthony Volpe at the Supply Chain Insights Global Summit. Lenovo is focusing on improving customer experience by integrating voice-of-customer feedback into their supply chain analytics. The presentation highlights the need for organizations to actively listen to customer feedback to enhance their processes and product offerings.
![9/14/2015 September 2015, p.9Supply Chain Insights Global Summit #ImagineSC
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Canada
-Customer A calls about a blue screen on a Yoga
-Customer B posts on Facebook about his X220’s AC/DC adapter issues
Large Enterprise Client experiences 5 keyboard malfunctions in their latest
shipment. Complaints received through account executive
[Critical Situation]
Brazil
-Customer F submits a service from on
esupport.lenovo.com regarding
their W530 hard drive
Morocco
-Customers G & H comment on their
X220’s electrical issues on Twitter.com
-Customer I called about Yoga screen
issues
Australia
-Customer J write a review on
NewEgg.com about AC/DC adapter
issues on X220
-Customer K had an eChat with Lenovo
about Yoga screen issues
China
-Customer L wrote on Weibo about
Yoga screen issues
-Customer M calls about a Tablet 8
battery issues
Voice of Customer Comes in Many Forms
USA
-Customers C & D write X220 product
reviews on amazon.com and mention
issues with AC/DC adapters
-Customer E posts on
forums.lenovo.com that they are
experiencing blue screens on their Yoga](https://image.slidesharecdn.com/summit2015useofsentimentdataanthonyvolpe-150914035053-lva1-app6892/85/The-Use-of-Sentiment-Data-Defining-the-Customer-Centric-Value-Chain-9-320.jpg)
The Use of Sentiment Data: Defining the Customer-Centric Value Chain
- 1. 9/14/2015 September 2015, p.1Supply Chain Insights Global Summit #ImagineSC The Use of Sentiment Data: Defining a Customer-Centric Value Chain Anthony Volpe Chief Corporate Analytics Officer Lenovo
- 2. 9/14/2015 September 2015, p.2Supply Chain Insights Global Summit #ImagineSC Agenda Consumer Brands Have Customer-Centric Processes Traditional Supply Chain Analytics are Good, but can be Re-Imagined Voice-of-Customer is Impacting the Entire Value Chain Closing Remarks
- 3. 9/14/2015 September 2015, p.3Supply Chain Insights Global Summit #ImagineSC Lenovo is Fast Becoming a Leading Global Consumer Brand
- 4. 9/14/2015 September 2015, p.4Supply Chain Insights Global Summit #ImagineSC Lenovo is Really Learning to Focus on the Customer Changing Core Processes Asking New Questions Measuring Different Outcomes
- 5. 9/14/2015 September 2015, p.5Supply Chain Insights Global Summit #ImagineSC Conventional Supply Chain Analytics Projects are Valuable…
- 6. 9/14/2015 September 2015, p.6Supply Chain Insights Global Summit #ImagineSC Conventional Supply Chain Analytics Projects are Valuable… How directly is the customer benefitting?
- 7. 9/14/2015 September 2015, p.7Supply Chain Insights Global Summit #ImagineSC …But New Analytics Projects are More Customer Centric • ~ The same data and backend models required for network design are reconfigured to provide a customer choice engine.
- 8. 9/14/2015 September 2015, p.8Supply Chain Insights Global Summit #ImagineSC How is Sentiment Useful in Customer-Centric Value Chains? We know when we bring value to our customers—or when we don’t—because they tell us! !
- 9. 9/14/2015 September 2015, p.9Supply Chain Insights Global Summit #ImagineSC 0 0 0 0 0 0 0 Canada -Customer A calls about a blue screen on a Yoga -Customer B posts on Facebook about his X220’s AC/DC adapter issues Large Enterprise Client experiences 5 keyboard malfunctions in their latest shipment. Complaints received through account executive [Critical Situation] Brazil -Customer F submits a service from on esupport.lenovo.com regarding their W530 hard drive Morocco -Customers G & H comment on their X220’s electrical issues on Twitter.com -Customer I called about Yoga screen issues Australia -Customer J write a review on NewEgg.com about AC/DC adapter issues on X220 -Customer K had an eChat with Lenovo about Yoga screen issues China -Customer L wrote on Weibo about Yoga screen issues -Customer M calls about a Tablet 8 battery issues Voice of Customer Comes in Many Forms USA -Customers C & D write X220 product reviews on amazon.com and mention issues with AC/DC adapters -Customer E posts on forums.lenovo.com that they are experiencing blue screens on their Yoga
- 10. 9/14/2015 September 2015, p.10Supply Chain Insights Global Summit #ImagineSC 0 0 0 0 0 0 0 Lenovo - 6 recorded issues about X220’s AC/DC adapter - 5 recorded issues about keyboard issues on X1 Carbon - 5 recoded issues about Yoga screen - 1 recorded issue about W530 hard-drive - 1 recorded issue about Tablet 8 battery One Voice – A Single View of Perceptual Quality
- 11. 9/14/2015 September 2015, p.11Supply Chain Insights Global Summit #ImagineSC The Entire Value Chain Benefits from VOC Product Definition, Design “I Wish this came with more USB ports” Sourcing, Supplier Quality “The screen is so much easier to clean than on my old machine.” Sales Experience “Why can’t I build a PC like I can build a phone on Moto Maker?” Logistics, Order-to-Delivery “I got it on time—after they changed the promise date 4 times!” Product Quality & Performance “The power fails every time I undock…” Support “The agent I had was knowledgeable, but I waited so long.” Brand Marketing, Advertising “I loved that vine!”
- 12. 9/14/2015 September 2015, p.12Supply Chain Insights Global Summit #ImagineSC The Key to Actionable Insight is Depth of Capability • Overall brand sentiment doesn’t help fix the problems. • Customers are telling us more. Are we capable of listening?
Editor's Notes
- #11: Synchronize/organize all comments/complains into one voice