DCX Europe Summit 2016 shared with CXMagazine some interesting insights from various customer experience leaders which inspired us to make a “back-to-back” article with their answers to some of the most relevant questions. This time, the participants are Rick Medeiros, Lenovo’s Executive Director of Lenovo.com Global Usability & Customer Experience and Karen Kerley, Tradeking’s Client Experience Director. So, here we go:

Question 1:
How are you currently using Customer Journey Mapping to interact with your customers?

Rick:
We have mapped the entire online journey down to the individual interactions that visitors and customers have with the brand as well as functionality on the site across awareness, research, purchase, post purchase, support and social.

Karen:
Since our beginning, we’ve been focused on our mantra: “Be good.” That means striving to provide excellent service, understanding our clients’ needs, and doing our best to create a great product every day. The last 12 months have brought a more vigorous commitment of time and talent to understanding our clients through more rigorous user research, journey mapping, and even persona development. The net-net is we’re shifting to an even more client-centric focus, and that’s impacting everything we do – from the copy we craft to the products we design.

Question 2:
How do you approach Omnichannel in your organization?

Rick:
This is still a relatively growing area for any enterprise, but Lenovo first dipped its toes into Omnichannel 3 years ago with implementing a globally scalable responsive web design for mobile users. We then moved into areas of content targeting to ensure customers were targeted with the right messages and promotions. We utilize UGC for specific campaigns to help reinforce and build buzz, but more importantly engagement with current customers and “new to Lenovo” visitors. Lastly, we are testing different methods for linking retail/etail where if a customer decides to buy at a POS other than Lenovo.com we reach out and try to match the right peripherals and services to enhance their experience using Lenovo products.

Karen:
Simple. We use good, old-fashioned communication principles: know our goal, know the audience, know the channels they use, know the channels available to us, craft a consistent and contiguous experience across as many of those channels as we can.

Have we nailed it yet? No, but with every campaign, we learn more, and we get better at it.

Question 3:
How do you go about adopting a mobile first strategy?

Rick:
We were the first in the PC industry and maybe a leader compared to other major brands of fully implementing a Responsive Web Design. We decided that a 3rd party mobile platform was cost prohibitive for the 160 countries we serve and that RWD was going to relay the brand attitude and design much more appropriately. As we launched RWD it was not smooth sailing.

We needed to transform the mindset internally to thinking not only about desktop designs and user experiences but to think of all screens in our usability.

Now, mobile is equally thought of in all things we do even from a reach and campaign standpoint.

Karen:
Our newest trading site, TradeKing LIVE, is responsive. And, our goal is to create one site and one experience across all devices. That’s a first for us – particularly as a data-heavy trading platform. We tackled early responsive designs by first designing for desktop and then translating that design to mobile. Because market data is extremely important to many of our active traders, we’ve had to maintain a lazar-sharp focus on desktop interfaces. So, right now our approach is still lead with desktop and scale down to mobile. We’ve really just started our journey towards mobile-first design.

Hear more from these leaders by attending Strategy Institute’s Digital Customer Experience Strategies Summit Europe on 30th June – 1st July, 2016 | 8 Fenchurch Place, Central London, UK. 

Special offer for our readers! CXM and Digital CX Award contacts receive 20% Discount to attend the event. Quote VIP Code: CXM20 when registering.

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