As any organization that cares about customer experience, Lenovo wanted to improve every touchpoint of their customer journey, from pre-sales activities of finding the right product to post-sales activities of getting information on returns and post-order support. Additionally, getting insights on their customer journey across multiple devices such as desktop, smartphone and tablet, was extremely important to them.
“The challenge that we had was tying some of the post-purchase online activities to the offline activities. That’s where surveys became very important for us to get feedback from customers or even customers of competitors to learn about the end-to-end journey and not just about media buys and conversion,” says Elijah Degen, WW Customer Experience at Lenovo.
To tackle this problem, Lenovo turned to UserZoom’s UX research team and utilized UserZoom’s versatile research platform to conduct a variety of usability and voice of the customer studies on desktop, smartphone and tablet devices in both US and UK.
“UserZoom is the only tool that can test all three screens and it has a great deal of capabilities. It is the most robust tool out there.” -Elijah Degen, WW Customer Experience, Lenovo
UserZoom’s approach included:
- Working with Lenovo’s stakeholders to determine where all the touch points in customer’s journey were
- Developing representative tasks for each of the touch points and coming up with a strategy to validate each task
- Conducting findability and voice of the customer studies on Lenovo’s site as well as four direct competitor sites and two other premier web retailers to see where Lenovo stands against their competition
- Reporting the findings of the studies that included highlights, lowlights and metrics such as completion rate, user confidence, perceived speed and responsiveness, overall task satisfaction and ease of use
To evaluate the full end-to-end customer journey, UserZoom tested how Lenovo and competitors performed at each stage of the buying process and beyond. Some of the touch points evaluated by UserZoom included:
“It was an incredibly ambitious project to look at the complete end-to-end support experience across countries and devices,” says Nate Colker, User Experience Researcher at UserZoom. “By leveraging previous research and the domain knowledge of the Lenovo team we were able to hone our focus on the areas of the support that were most frequented by Lenovo customers and those that had the biggest impact on the overall customer experience,” he adds.
With a big bulk of its traffic coming from mobile devices, Lenovo deeply valued the ability to conduct research across platforms.
“UserZoom is the only tool that allowed us to look at our website for all three screen sizes in one tool,” says Elijah. “As such, smartphone, tablet and desktop users were all getting the same survey and it was all collected in the same tool,” he continues. “That was invaluable to us because everyone was answering the same questions, it was much easier to do analysis and correlations. It was really wonderful.”
With UserZoom, Lenovo was able to get a holistic view of their customer journey from researching a product to post purchase support. They gained a deep understanding of how they performed at each of the touch points in their customers’ journey and how that performance compares to their competition. By utilizing the video data and open data, UserZoom was able to uncover not only what happened during the journey but also why.
“Some of the biggest things that we learned is the very detailed difference in behavior across countries. Everyone knows a user in one country has a very different behavior than in another country,” says Elijah. “This study allowed us to determine which specific touch points are an opportunity for delighting the customer; country by country,” he continues. “UserZoom’s findings also really helped us with the hierarchy of content across the three screens of smartphone, tablet and desktop. We were able to learn a lot about what content is important in what country.”
“Also when it comes to solving some of the problems we have with our shopping, it was invaluable in learning what was wrong rather than just doing a bunch of A/B tests,” says Elijah. “We were able to really determine what was wrong prior to the A/B test. So it really informed our testing strategy and saved us a lot of time, effort and money on all of the other testing tools that are out there,” adds Elijah.