Anthony Volpe, Chief Corporate Analytics Officer, Lenovo Consumer data has never been more available; yet, consumer data is not used in supply chains. The traditional supply chain senses it does not respond. In this session, Anthony shares how Lenovo learns to listen. A presentation from the 2015 Supply Chain Insights Global Summit

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The Use of Sentiment Data:
Defining a Customer-Centric
Value Chain
Anthony Volpe
Chief Corporate Analytics Officer
Lenovo

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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

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Lenovo is Fast Becoming a Leading Global Consumer Brand

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Lenovo is Really Learning to Focus on the Customer
Changing
Core
Processes
Asking New
Questions
Measuring
Different
Outcomes

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Conventional Supply Chain Analytics Projects are Valuable…

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Conventional Supply Chain Analytics Projects are Valuable…
How directly is the
customer benefitting?

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…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.

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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!
!

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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

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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

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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!”

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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?