Social Media Insights for Product Planning and Development: Global PC Manufacturer
Lenovo, a global manufacturing giant with over $30BN in revenues wanted to integrate social media generated customer insights into their product planning process. They sought to incorporate the voice of the customer and competitive analysis to systematically be included into the R&D and product management processes.
CoreCompete had to develop an overall process for incorporating these insights into the product planning process. We had to develop a roadmap for the client with the necessary customer insights based solution milestones that would fit into the product planning timeline. There was a need to deploy an interactive tool that would capture customer voice across various channels, generate meaningful insights based on customer expressions and sentiments shared online and piece in storylines that cater to various stakeholders in the product and portfolio planning processes.
CoreCompete delivered the end-to-end solution over a 12-week engagement. We demonstrated the scope of customer insights driven concepts and the value they could add along the product development timeline. Our analytical model used advanced text analytics, sentiment analysis, segmentation and visualization techniques to harness the massive online data volumes into focused and actionable customer insights based recommendations. The final product was successful development of an advanced data management framework to automate and scale the end-to-end process of collecting unstructured online data to the final, user-friendly recommendation engine on visualization platforms.