OBI Creative conducts research for Lenovo

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Lenovo turned to OBI Creative, a research-based, innovation-driven advertising, marketing and communication firm, for its trademarked research process, the O'Brien Voice of the Customer, to look at Lenovo's customer experience to enhance its products and services.

Lenovo only partners with the best when it comes to enhancing our products, services and experience.

Lenovo, one of the world’s leading personal technology companies, producing innovative PCs and mobile internet devices, has once again turned to OBI Creative, a research-based, innovation-driven advertising, marketing and communication firm, for its trademarked research process, the O’Brien Voice of the Customer (o.VoC™).

A global Fortune 500 company, Lenovo selected OBI Creative first, in 2006, when it selected the Omaha agency to conduct an o.VoC in the United States. In April of 2014, Lenovo again turned to OBI to conduct its comprehensive study evaluating the customer journey from the point of researching products through purchase and then to post-order support contacts. In July, Lenovo asked OBI Creative to conduct an additional o.VoC™ study in Europe, during which time the agency will evaluate all Lenovo channels of sales.

“Lenovo has seen tremendous growth and expansion in the PC, smartphone, tablet markets,” said Mary Ann O’Brien, president and CEO of OBI Creative. “We believe that growth is directly connected to the relentless pursuit of an enhanced customer experience. If consumers don’t have a great customer experience, they aren’t likely to show any loyalty to that brand. That is the information we provide our clients so they meet and exceed the expectations of their customers. With the ever present fight for market-share and margin, Lenovo is smart to track the customer’s journey which will be a key differentiator in determining which brands will remain for years to come.”

The Voice of the Customer study looked at the experience or interaction between Lenovo and its customers from the customer perspective. Beginning with the placement of orders, to evaluating the products, packaging, messaging and post-sale communication, returning the product and evaluation of that process, as well as contacting the company to utilize the product or service warranties. Lenovo wanted to know how its customers were treated as well as how they stacked up against their competitors.

The data OBI Creative provided Lenovo during its first VoC in 2006, prompted the company to seek the agency’s expertise again in 2014, this time testing its European market.

“Lenovo partners with the best when it comes to enhancing our products, services and experience,” said Eliijah Degen, World Wide Marketing Strategy & Operations. “We consider OBI Creative a strategic powerhouse in the study of the customer experience and the ability to quickly take that rich research and use it to make relevant improvements that today’s consumer demands.”

In 2004, Lenovo and IBM agreed that Lenovo would acquire IBM’s Personal Computing Division making Lenovo the third-largest global PC leader. Today Lenovo is the world’s largest PC vendor and the fourth largest smartphone company.

About OBI
Founded in 2001 by Mary Ann O’Brien, OBI Creative is a research-based, innovation-driven advertising, branding, marketing and communications firm, which focuses on the customer to determine motivations, behaviors and key consideration drivers. Armed with that knowledge, the award-winning OBI team aligns those motivations, with our clients’ products and services, to provide actionable, marketing strategies, which drive intended results.

The O’Brien Voice of the Customer, or o.VoC™, is the study of the experience or interaction between a company and its customers from the customer perspective and the foundation for subsequent strategic communications and creative approach. It is used by best in class brands throughout the globe to steer their strategic direction.

For more information on the O’Brien Voice of the Customer study please go to or call 402.493.7999
About Lenovo

Lenovo (HKSE: 992) (ADR: LNVGY), the world’s largest PC vendor, is a $US39 billion personal technology company serving customers in more than 160 countries. Dedicated to building exceptionally engineered PCs and mobile Internet devices, Lenovo’s business is built on product innovation, a highly-efficient global supply chain and strong strategic execution. Formed by Lenovo Group’s acquisition of the former IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products and services. Its product lines include legendary ThinkPad-branded commercial PCs and Lenovo-branded consumer PCs, as well as servers, workstations, and a family of mobile Internet devices, including tablets and smart phones. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina. For more information see

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Ann Pedersen
OBI Creative
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