What are pin codes doing in Lenovo’s CRM?

MUMBAI, INDIA: Lenovo, one of the market leaders in the commercial and consumer PC segments, had embarked on a unique services strategy.

As a first, the company has mapped more than 29,000 pin codes from across the country with its 250 service centers and thousands of associated engineers, in the CRM.

Sudipto Ghosh, Executive Director, Services, Lenovo, explained, "All the calls are mapped with the pin code of the caller and accordingly diverted to the contact centers. The initiative has quickened turn- around-time for service delivery to minutes."

For instance, more than 40 percent of the complaints are resolved over the phone, and in just 12 minutes. Of the balance 60 percent, 15 percent are resolved over remote take over in 25 minutes and the remaining 85 percent are resolved by onsite engineers in 2 business days.

One more innovative initiative is that is tied back to the CRM is Lenovo’s unique Call Me Back (CMB) which enables callers to skip the automated voice machines, and provides them with an option of a call back at their preferred time. The caller’s number gets registered on the Lenovo CRM and an outbound engineer directly follows-up from there. Introduced about 3 months back, the service has seen adoption from 3 percent of Lenovo customers so far.

Also enabling the company to penetrate the commercial customers of its competition is a new service, Milk Run. Milk Run uses the same logistics as milk vendors who ply the milk van twice a day to the delivery centers.

Said Ghosh, "We ply the Milk Run vans twice a day from our warehouses to the service centers. In cities, where we do not have a service center, the spares are despatched through DHL."

For DIY enthusiasts, Lenovo has opened up its support center on the Web enabling customers to directly configure their PCs or work around the problem areas with simple DIY guidelines on the support site.

The idea is to retain and bag new customers. From a service delivery perspective, Lenovo has retained almost 82 percent of its commercial customers, and about eight percent of the consumers are willing to pay for the professional services, Ghosh added.