Wednesday, May 23, 2007
A potentially game-changing idea from Lenovo
A recent article in the Wall Street Journal talked about how the Lenovo Group’s newest advertising touts the durability and superior engineering of its soon to be launched ThinkPads. While computers that can survive underwater adventures and exposure to deep-freeze conditions are certainly worth talking about, there’s a much bigger story in this article – albeit, a few paragraphs down the page. Lenovo is also about to launch one of the most expensive laptops on the market – a $5,000 notebook computer aimed at top corporate executives. Yes, the price tag is big befitting the computer’s stellar performance, but the bigger story here is the fact that these top-tier computers come with an unprecedented level of support service – platinum level service, if you will. If you run into trouble, a Lenovo tech will meet you in person to solve the issue. No tele-helper in India requesting the model number of the machine. No annoying automated list of tele-menu options. Instead, real live technical support when you need it. From a brand perspective, the newsworthy story in the WSJ article is that Lenovo has identified a way to change a key dynamic in a commodity market – the after-sale user experience. While good quality has become a cost of entry in the computer industry, peace of mind relative to the after-sale experience is a potentially game-changing move. We all know that no matter how solid any piece of technology may be, it isn’t a matter of if you’ll need assistance, but when. Providing assurance that help will actually be there when you need it is a relevantly different, yet simple brand idea. Who has time to wait these days, especially when business comes to a halt? Yes, a number of computer companies offer good post-sales assistance, Apple among them. But not one has yet to offer the level of help that Lenovo plans to provide. Differentiating its brand in this way is not only a big idea, it’s a smart one.
Posted By Allen at 05:03 PM
Permanent Link: A potentially game-changing idea from Lenovo
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