Customer Engagement Analytics
In the dynamic landscape of B2B sales and customer relations, Lenovo has developed a cutting-edge proprietary tool, Customer Experience Analytics (CEA), to revolutionise how teams engage with customers and prospects. Built with the aim of enhancing account retention and driving business expansion, CEA offers unparalleled insights into customer risk categories and values.
At its core, CEA is designed to empower sales representatives, managers, and leaders by providing prescriptive and predictive capabilities, leveraging both internal operational data and external sources. With a focus on four key benefits—Account Discovery, Account Enrichment, Programmatic Leads, and Account Retention through Risk Analytics—CEA equips teams to proactively identify, engage, and retain valuable accounts across Lenovo's diverse portfolio of products and services.
With robust geo coverage spanning 57 countries (excluding PRC), CEA caters to a global audience of sales professionals and customer account owners. By harnessing operational data and customer experience insights, CEA enables the early identification of at-risk customers, conducts in-depth risk analysis at the account level, and uncovers areas of dissatisfaction. Moreover, it facilitates the collection of account-level feedback and empowers teams to detect trends and collaborate effectively to mitigate risks.
Objective
We wanted to identify barriers to adoption and usability issues within the Customer Experience Analytics (CEA) tool, aiming to enhance user engagement and satisfaction among sales representatives, managers, and leaders.
Outcome
Develop actionable insights and recommendations to improve the user experience of the CEA tool, create refined UI designs based on research findings, and conduct A/B testing to validate design changes, thereby increasing its adoption and effectiveness in enhancing account retention and driving business expansion.
Vision
For our Sales Reps, Customer Account Owners, Sales Managers, and Leaders,
Who navigate the complex landscape of customer relations and account management,
The product, Customer Experience Analytics (CEA),
Is a customer insights tool,
That empowers teams with insights into customer risk categories and values, enabling proactive interventions to mitigate risks and drive business expansion. Through a combination of prescriptive and predictive capabilities, CEA enables early identification of at-risk customers, in-depth account-level analysis, and trend detection to initiate strategic actions.
Challenges
Low User Engagement
One of the primary challenges was the low user engagement with the CEA tool. Due to this limited adoption, it was difficult to gather a significant amount of data on user pain points and areas for improvement.
Limited Training and Support
While some users had seen the CEA tool and used it a couple of times, the lack of comprehensive training and support resources emerged as a hurdle in our research. This limited familiarity with the tool's functionalities made it difficult for them to fully explain their expectations and pain points during the research process.
Design Process
