In the competitive world of convenience stores, where speed and service reign supreme, customer loyalty programs are becoming a pivotal factor in brand success. Weigel's, a family-owned convenience store chain based in East Tennessee, is setting a high standard with its innovative loyalty program, My Weigel's Rewards. With 85 locations and a commitment to quality products, exceptional service, and community engagement, Weigel's continues to expand, creating lasting connections with its customers. At the heart of this success is Jessica Starnes, the Director of Loyalty at Weigel's, who has been with the company for over 16 years, driving the evolution of its loyalty program.
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Speaker 1 (00:03):
Welcome back to our Leaders in Customer Loyalty
series, the Brand Storiesedition.
It's great to have you with usevery.
Speaker 2 (00:08):
Thursday.
Speaker 1 (00:10):
As you know, consumer buying patterns are changing.
Engaging with technologycompanies has evolved as well,
especially as more individualsand small businesses operate
from home.
Expectations from computermanufacturers vary significantly
across customer segments.
For small business buyers,needs can range from a single
(00:32):
printer to multiple devices, orfrom a few computers to a whole
entire office setup.
Understanding these diverserequirements is crucial to
providing the right service andfostering deeper customer
loyalty.
As the world's leading providerof personal computers, lenovo
(00:52):
recognizes the importance ofcustomer engagement.
The my Lenovo Rewards programplays a vital role in the
brand's continued success.
Jamie Linville, the SeniorManager of Digital and Brand,
works diligently to maximize theprogram's value for Lenovo's
audiences.
Today, we'll explore what makesLenovo's customer loyalty
(01:15):
program so successful and how itcontinues to deepen
relationships with its customers.
Jamie, nice to meet you.
Thanks for taking the time tojoin us.
Speaker 2 (01:24):
How are you, I'm well thanks.
Speaker 1 (01:27):
Good For those who may have not seen our interview
last year.
Can you give us a shortintroduction to Lenovo, a little
bit about how the company wasstarted?
Speaker 2 (01:35):
The backstory really came from an origination in the
80s through a variety ofacquisitions, specifically the
IBM personal Computing Divisionthat was purchased in 2005,
which really led the way for usto be the number one global PC
manufacturer in the world.
We have headquarters in Beijingas well as in Raleigh, North
(01:58):
Carolina.
Our purpose really is based inour Smarter Technology for All
brand guidelines.
The smarter really is aroundinnovation and innovative
solutions.
Technology is our hardware,software and solutions, and then
for all is really aroundcitizenship and what technology
(02:19):
can do for humanity.
Speaker 1 (02:21):
Can you tell us a little bit more about your role
within the company, how you gotto where you are today and maybe
some positions that led up tothis role?
Speaker 2 (02:28):
Sure, I grew up in the analog world, analog agency
world specifically.
So one of my very first jobs wasat a brand agency and we were
literally creating logos andbought with a production
designer that would do it byhand and then digitize, and we
(02:50):
were also transferring overwebsites like brochures to
websites, so my job wasliterally typing in content from
a brochure into QuarkXPress.
So if you are old enough toknow what QuarkXPress is, then
you're my people.
But so I've always had agencyand brand roles and grown up as
(03:10):
digital became a huge piece ofhow we operate in marketing and
I moved over to Lenovo aboutfive years ago and I have done a
variety of roles, but really myexperience in telling stories
and really creating authenticdigital experiences that
resonate with businesses isreally how I've ended up as the
(03:32):
B2B brand manager senior manager, so I'm responsible in North
America for all of our externalfacing campaigns to the business
audience one of which is EvolveSmall, which is what you kind
of interviewed on last year and,I think, what we'll talk about
a little bit more today.
Speaker 1 (03:49):
Absolutely.
I'm not sure if you arefamiliar with Donald Miller's
Story Brand.
It's a book that it's one ofthe most impactful books I've
ever read from a marketingperspective.
It talks about how to tell astory and making sure the
customer is focused on the story.
And just the only reason Ibring it up is last night I
stumbled upon that version 2.0was out.
Speaker 2 (04:07):
Oh, awesome, I'll look for it.
Speaker 1 (04:09):
Yeah, it's one of the best books I've probably top
three books I've ever read frommarketing and behavioral science
perspective.
Speaker 2 (04:16):
So, and you were talking about storytelling- yeah
, I'll look it up and hopefullythere's some things that we're
doing that ties into thatalready.
If not, there's alwayssomething to learn.
Speaker 1 (04:26):
Yeah, I'm sure you will.
I'm sure there are for sure.
So when you look at kind of theindustry, all industries right
now, a great deal of disruption,change, keeping up with change
can be a big challenge.
It can be part of, you know, amarketer's job now keeping up
with technology, keeping up withthe pace of change.
So you know, when you look atsome of the challenges or
opportunities you face withinyour role at Lenovo, you know
(04:48):
what keeps you up at night.
Speaker 2 (04:50):
I'm a really good sleeper, so very few things keep
me up at night.
Last night was my dogs and mychild, but for the most part I
fall asleep.
But if I am awakened, what Itry to really focus on are the
things that I can control.
Right, and right now, what Ican control is how my campaigns
(05:11):
can keep up with that pace ofchange.
Right, because what does keepit is this.
Authentic storytelling reallyrequires being at the forefront
of the needs of the customer,and if I am too busy telling the
story of a customer using kindof analog technology or not up
with the pace of change, we as acompany also look like we're
(05:34):
falling behind.
So really keeping things likeproduction schedules on track
but also making sure we'reopportunistic in opportunities
to kind of be at the forefrontof some of that change.
Speaker 1 (05:50):
Absolutely so.
When you look at kind of themacroeconomic changes that are
going on right now, tariffs, notariffs, just kind of kind of
keeping up with it, it's a bigchallenge here in our brand
community just knowing how toeven keep pace Within the
industry, the high-tech industry, the PC market.
Are there some macroeconomictrends that you're focused on?
Speaker 2 (06:13):
We really are leaning in, like everybody else, into
AI and how it impacts our ownbusiness as well as our
customers, how we're integratinginto our technology and really
helping customers learn how touse it and benefit their
business.
Digital transformation overallright, while AI is being talked
(06:34):
about a ton, there are still anumber of businesses that are
still really just looking forways to use technologies and
services and solutions to helptheir business, and so really
finding the needs of thecustomer in that is really
important.
And that is employee experienceoverall, so digital employee
experience across the board.
(06:54):
So those are the industrytrends I'm paying attention to
and really trying to keep pace,trying to figure out what is
noise and what is real and wherewhere customers sit in that so
that we can help them alongtheir journey.
Because you know, I, I, I marketto businesses, but to say that
you know one message willresonate with all small
(07:15):
businesses is naive, becauseevery business is at a different
stage of technology adoptionand so really looking for ways
to create authentic andmemorable user experiences as
well and that's the other pieceof kind of keeping pace of the
industry it's also who mydecision makers are right.
(07:37):
So there's big macro technologyindustry changes.
But there's also industrychanges that I look at as a
marketer and who I'm marketingto, and one of the most
compelling things that I'mseeing that's really changed how
we market, especially in brand,is the rise of Gen X into
business decision making rolesright.
(07:59):
We have to really look at howto change our customer
experiences and user experiencesfor technology natives, right,
because things have changedsubstantially.
Then, on top of that, when itcomes to branding, it used to be
something that I've seen as atrend that's resonating not just
(08:29):
through, I'd say, the purposeyou stand for externally, but
what you as a company also standfor, and that's why something
like our for all part of ourpurpose is so important in
integrating that into what we do.
Speaker 1 (08:47):
So are you seeing a big impact for purpose right now
, because that's something thatit's kind of kind of pulled back
.
Speaker 2 (08:53):
We've seen more.
Well, it's supposed to be right, like with the geo, economic
and geopolitical environmentthat we're in environment that
we're in, yeah, but it's stillresonating.
And purpose, I think, can beinterpreted a lot of different
ways.
But I think it's really aroundauthenticity, right, like are
(09:15):
you schlepping products or areyou providing services and
solutions that are meaningful?
Right, and so the purpose canbe a little squishier, right.
It's not just purpose I'mhelping a bunch of companies
outside of the kind of P&L,right, but it's the ways you do
(09:36):
it right.
It's listening, it's customizedexperiences and it's really
it's that you stand for morethan just what you're selling.
Right, and that's thecustomization.
Speaker 1 (09:48):
No, I definitely.
There's definitely kind of animpetus to make sure that
there's alignment between whatcustomers want and the product
offering and being a goodsteward.
But corporate socialresponsibility is something that
brands talk a good deal about,but it's one of those things
where I think many brands stilldo it because they have to do it
versus truly being authentic,as you've mentioned being
(10:13):
authentic to your brand.
I always give an example ofPetSmart.
Petsmart has had about ninemillion pets adopted through
their their pet adoption programand they rarely talk about it,
right.
But then you have some othersbrands that kind of come up with
something that's, you know,charitably, a charitable focus
or kind of kind of from acorporate social responsibility
perspective recycling shoes,potentially right.
(10:34):
There's some big shoe realtorsdo that.
You know it's something theycame up with because their PR
company.
Speaker 2 (10:39):
They came up with this being totally authentic and
you know, on brand, I thinkthat the reality is is that it
can't just be something overhere, right?
And I think that what?
When I talk about purposemarketing, what I've really done
is lean back a little bit andpaid attention to what my
(11:00):
company talks about, stands forwhat I see with their own
sustainability and ESGinitiatives, and then try and
infuse that into what I do, asopposed to market what they do.
Does that make sense?
Speaker 1 (11:15):
Absolutely.
Speaker 2 (11:16):
Yeah, so when I talk about authenticity and purpose,
it's really hearing what it iswe truly stand for and then
integrating that into mymarketing messages as opposed to
marketing what we stand for.
It's a little bit of a nuance,but it's something that I've
done for the last couple ofyears and it really has
demonstrable impact in whatwe're seeing by way of our
(11:41):
reputation scores, as well asjust our innovation and
awareness overall, and we'll see.
We'll see how that changes overthe next few years with the
climate that we're in, butthat's it's something, at least
in the past two years, has madea real difference across our
business initiatives.
Speaker 1 (12:00):
Excellent.
So, when you look at customerloyalty, what does customer
loyalty mean to you and toLenovo?
Speaker 2 (12:06):
I think it's really around creating the reciprocal
value, right.
It's this ecosystem of exchange, right, because we have to give
something to get something andthey have to really experience
things in ways that really havemeaning to them.
So it's customized users, userexperiences, but also something
(12:26):
that really can be manufactured.
So it feels customized, almostRight.
So enough user scenarios inorder to kind of make that
applicable.
Also, we're going to start withthat.
Okay, customer loyal is reallyaround ecosystem of reciprocal
(12:50):
value.
Of course, we have products, wehave warranties, and that
provides value at some point.
But we also, through ourintegrated programs and really
omni-channel view on how we talkto and respond to our customers
, have training.
We create communities in whichthey are able to combine and
(13:14):
share information and reallycreate their own value by the
opportunities that we providefor them through something like
our Lenovo Pro community and theEvolves Flow initiatives.
And, looking ahead, I think AIis really going to help inform
and create more immersiveexperiences, and those are
things that we're working on.
Speaker 1 (13:33):
Okay, excellent.
When you look at the my LenovoRewards program, how does that
fit into your overall vision forcustomer loyalty?
Speaker 2 (13:48):
I think it's one of the channels in which we support
customers, right, it's one ofthe most accessible, but not
everybody is going to want to bepart of that community, so I
think it's a matter of offeringit up and having it available
along with traditional customerservice responses.
And, again, we focus across theboard on creating content and
(14:14):
experiences more than justrewards.
Right, it's not just anexchange of reward for more
technology, but trainingcommunity as well as just
resource guides overall andmaking introductions so that
they can help each other as muchas we can help them.
Speaker 1 (14:34):
That makes perfect sense.
When you look at customerloyalty within our community,
the focus within theorganization is very important
right now Understanding howothers marketing operations view
the customer loyalty program,the kind of marketing efforts
they have, and how is customerloyalty prioritized within
Lenovo and Lenovo.
Speaker 2 (15:00):
I think that you know when we, when we just I, I'm a
marketer so I can tell you byway of the marketing point of
view.
You know it costs a gazilliondollars to get a new customer,
$5 to keep yours.
I mean, the numbers are maybe alittle off, but the research is
out there, right, and so muchof what we do is try and create
ways to include and reuse theexperiences that are there for
(15:21):
the customers.
We use data right.
Customer feedback becomesreally important in that we can.
You know there's researchthat's done up front, but then
there's data that really is usedto really inform how we create
and optimize our programs.
So we listen to what they wantand try and create experiences
(15:42):
that match that.
Speaker 1 (15:44):
Excellent.
You talked about kind of theevolution of the program, the
customer loyalty program, aswell as you kind of hinted at
the Evolve Small initiatives.
You know you look at yourcustomer loyalty, customer
experience efforts.
You talk about how holisticallyand integrated they are.
You know how look at yourcustomer loyalty, customer
experience efforts.
You talk about how holisticallyand integrated they are.
You know how have they evolved,how do you see them evolving,
going forward?
Speaker 2 (16:07):
Again, I think the integration of AI in really
exponentially increasing theability to serve those different
scenarios and customer likereally in personalized
experiences right, using AI tohelp develop and manufacture
those experiences in authenticways right.
(16:29):
So right now we're trying tokeep up with the pace of how and
what we see our opportunitieswithin different business
segments, et cetera.
But resources are finite andthe best way to keep up with
that is to really use our own AIas well as external AI
scenarios in order to infusethat together.
(16:50):
I think what we've learned sofar is that we can't let go of
the human side of our programs,especially something like Evolve
Small.
So really finding that balancebetween the humanity and
authenticity of the experienceswe create for customers, but
(17:11):
really finding a way to emulatethe best parts of it through
technology.
Speaker 1 (17:16):
Excellent.
Well, when you look at AI,that's a very front and center
discussion within our communityas well.
We actually had a peer groupthat met this week and they were
talking about new technologiesand AI was one of those, and
many brands they don't have theopportunity that Lenovo has to
have internal AI right.
So there's consternation withusing the co-pilot or a chat GTP
(17:37):
in the manner that data may notbe private, right?
So how do you anonymize data ifyou're going to use chat GTP,
Because everything kind of goesto the entity and becomes their
property.
So there's big concerns aroundthat.
How do you?
And then, another thing with AI,too, that we've continued to
hear is that you have to have alarger team to run it right,
(18:00):
Because you want to make surethe models are right, that the
personalization, thesegmentation, the optimization
processes are you know quoteunquote checked.
So that takes away for some ofthe efficiencies.
When you look at AI and othertechnologies, how do you
leverage the right technology toenhance customer experience,
customer loyalty, and does beinga technology powerhouse help in
(18:22):
that effort?
Speaker 2 (18:23):
I would say yes and no right.
How do we do it?
We, a little bit at a time test, learn, grow, use the data, try
it out Like we're.
We're trying and failing allthe time, but we have to
continue to try and find whatthat sweet spot is right,
because of all the things youtalked about.
We have to do it intentionallyand just as well as the small
businesses, right as I lookforth to our grant winners and
(18:47):
creating AI packages for ourgrant winners specifically,
we're really trying to findcustomized ways to help their
business where they are rightnow.
One business like step one wasmigration.
Right, they had to move off ofone system to another in order
to make it happen and make ituseful, and so I think there's a
(19:08):
promise of it like reallysolving huge problems, but
there's also an opportunity tostart integrating it into
smaller use cases.
Here's how to make my inbox alittle bit more effective.
Here's a way to draft an email.
So it's like using and creatingiterative experiences so that
(19:29):
people are a lot morecomfortable with it, as well as
who we are, right, so we'recreating our own, we're using
other people's just like anyother tech powerhouse, but at
the same time we are creatingand really focusing on making
sure that there's humanity andcitizenship in how we use
(19:49):
technology and what we use itfor and how we share that with
our customers.
So we're training and learningalong the way.
Speaker 1 (19:56):
Excellent when you look at emotional loyalty.
How is Lenovo looking atemotional loyalty?
What does it mean to you andyour organization?
Speaker 2 (20:05):
When I look at why and how emotion develops
relationships, if there's not anemotional connection with that,
it becomes, it's justtransactional.
And so when I look at the valueof what loyalty is, it must be
manifest in some level of anemotion, and I think, frankly,
that's part of the reason ourpurpose-based campaigns do so
(20:29):
well, because they're integratedinto an emotional experience as
opposed to.
You know, that's marketing 101as well.
Speaker 1 (20:41):
Absolutely at the Evolve Small program.
One of the things we see withinthe market right now is there's
a kind of search for valuepretty consistently within our
members.
Whether it's grocery or whetherit's a quick service restaurant
, they want to have more value,create more value for the
customer, more value for thecustomer loyalty program within
the organization.
So when you look at the EvolveSmall program, how does it kind
(21:06):
of drive value, drivereciprocity, drive that
engagement that you've beentalking?
Speaker 2 (21:11):
about.
So Evolve Small really has avariety of elements, but at its
foundation is a grant, and whenI say grant, the grant includes
a technology package, itincludes a financial package,
mental service support as wellas community involvement.
And so immediately, we providevalue by, you know, creating an
(21:37):
environment in which people canapply for a grant and receive it
.
But more than that, there are alot of people who don't get to
win Right than that, there are alot of people who don't get to
win right.
They don't like, but as part ofbecoming like, once you become
part of the Evolve Smallcommunity and our Lenovo Pro
community, because they becomeone and the same we provide a
(21:59):
variety of resources for free,right.
That's when I lean into thingslike our resource guide.
We have webinars.
This year, we've focused a tonof our webinars in series on AI
and AI use cases, those basic101s how do I use AI to help
scrub my inbox, how do I reallybasic 101, and that's all free
(22:23):
as part of this community.
And so when I look at howEvolve Small has changed over
time, it started as we spent,you know, a good fraction of the
campaign to create a face right.
The face of the campaign wasQueen Latifah for quite some
time, and when we look at theinvestment change over time,
(22:44):
what I was able to do by one,you know, taking advantage of
where we were in the luxury ofhaving a campaign that existed
that long is, instead ofspending money on the face,
being a third party influencer.
The face of Evolve Small is nowthe face of our customers.
(23:04):
The face of Evolve Small is nowthe face of our customers, and
so in creating a campaign inwhich they receive our
technology, they also get theirown voice through our marketing.
So we double up in ourmarketing efforts by helping
them have their own voice in ouradvertising, if that makes
(23:27):
sense.
And then we follow our stories.
Our VARs are part of thosestories, right?
So when I start thinking aboutthe value of a program, it
extends to our communitypartners, our VARs, it extends
through our sports partnerships,and so it really is.
How do we take this model ofstorytelling and technology for
(23:50):
good and help kind of pay itforward almost?
And that's really why thatprogram is as successful as it
is is because the voice of thecustomer is what makes it more
effective, and I've got datathat shows that too.
Right, we've got all this dataabout how, when we had a major
(24:11):
influencer as the face of thecampaign, increased awareness by
X.
But you know what?
I've maintained that awarenessby shifting to the voice of the
customer and I'm also increasingmy site engagement.
Right, I have more form fills,I have more like three times the
(24:31):
amount of time on site, becausewhat I'm doing and what we've
done with the program is madethe customer the hero of the
campaign.
Speaker 1 (24:38):
Yeah, that's awesome.
Speaker 2 (24:41):
And by customer, I mean customers right, so not
just a single one.
Speaker 1 (24:47):
No, and getting back to that story, that's a big
component of that too.
Is making the customer the heroof the story, right?
Yeah, I mean it's pretty basicright, but it's working.
Speaker 2 (24:58):
But I think the important part and what we've
been able to do because ourtechnology and our teams are as
strong as they are, is I don'thave to manufacture what the
story is right Like.
I can trust my teams and ourtechnology to do amazing things
(25:23):
and capture that right.
My job has actually become alot easier because I can lean in
on what it is we as a companydo well and then just making
sure I've got it captured andthat I share that.
Speaker 1 (25:37):
Excellent.
And when you look at theprogram, the Evolve Small
program, the Customer Loyaltyprogram what are two or three
things that you're most proud of?
Speaker 2 (25:44):
I'm really proud of actually being able to help
right, instead of a campaignbeing over here and then
customer support and experiencesover here.
I love that we've been able tointegrate that.
I also am really proud of theinternal branding that it has
(26:04):
and the community within Lenovothat it's created right.
It's one of the most integratedprograms we have across a
really large organization.
I have people every year thatvolunteer right.
When you think of being resourceconstrained, I have one person
(26:26):
that runs this program for themost part and I had to do it
along with my other job whileshe was on maternity.
The only way this campaignlives is that people across the
organization get to be part ofit and because we do compelling
things with it, people raisetheir hands to do a second job,
to become a brand ambassador forthe Evolve Small program and
(26:49):
they become the extension of themarketing and sales team in
coordination and the longevityoverall Because we have such a
fluid environment in which wehave to operate the longevity of
this campaign is something tobe really proud of too, but it's
iterated over time, so thisiteration of a celebrity face
into the customer.
(27:09):
Storytelling is fantastic.
What I love about it is itdidn't just feel good to do, but
it's really fun to be able toshow the receipts right To say
you know what?
We took a chance at putting thecustomer stories forward,
(27:30):
especially in our advertising,and it works better than this
celebrity.
Speaker 1 (27:35):
Absolutely Perfect, and it's great hearing about the
program, some of the thingsthat you're working on, and now
we have our wonderful quickfirequestion round.
Speaker 2 (27:44):
Okay.
Speaker 1 (27:46):
A word or a short phrase.
So what word or short phrase doyou use to inspire others?
Speaker 2 (27:53):
I, by way of inspiration, I use the phrase
always in beta.
It's kind of like fail fast,but instead of it being this
notion of failure, it's a notionof iteration.
So I love really leaning into.
We're always in beta, we'realways trying new things and we
will always move forward anditerate and optimize.
Speaker 1 (28:16):
Excellent.
You know what is your leastfavorite word that others use?
Asap, there you go.
What excites you at work?
Speaker 2 (28:27):
My people, the people I get to work with every day.
Speaker 1 (28:31):
Excellent.
And what do you find tiresome,either at home or at work?
Speaker 2 (28:39):
Churn.
Speaker 1 (28:40):
Okay, is there a book that you read that you'd like
to recommend to your colleagues?
Speaker 2 (28:44):
Well, as we started the call, I've had many
colleagues out on maternity, sothe book that I have shared the
most is Leonardo, the TerribleMonster by Mo Willems.
Speaker 1 (28:58):
Excellent.
Which is a children's book.
What is your favorite food?
Sushi.
Okay.
What profession other than whatyou would like is there?
Would you like to attempt,other than the one you currently
have right now?
Speaker 2 (29:12):
Impact investing.
Speaker 1 (29:13):
Okay, and what do you enjoy?
That you often don't get achance to do Podcasts.
There you go, and who isresponsible for the person you
are today?
Speaker 2 (29:25):
My grandma.
Speaker 1 (29:26):
Okay, excellent, and how do you want to be?
Speaker 2 (29:31):
remembered by friends and family.
Speaker 1 (29:34):
Authentic, perfect.
Well, that's great Well, jamie,thank you very much for taking
the time to speak with us today.
It was very interesting tolearn more about the Lenovo of
all small program and getting anupdate on the my Rewards
program.
Looking forward to learningmore about you and the efforts
you have throughout the rest ofthe year and thank you very much
for taking the time to sharewith us today.
Speaker 2 (29:52):
Thank you, take care.
Speaker 1 (29:54):
Absolutely, and thank you everyone else for taking
the time to listen.
Make sure you join us backevery Thursday for our Leaders
and Customer Loyalty BrandStories edition.
And until then, have awonderful week and we'll see you
soon.
Thank you edition.
Until then, have a wonderfulweek and we'll see you soon,
(30:15):
thank you.
Welcome back to our Leaders in Customer Loyalty
series, the Brand Storiesedition.
It's great to have you with usevery.
Speaker 2 (00:08):
Thursday.
Speaker 1 (00:10):
As you know, consumer buying patterns are changing.
Engaging with technologycompanies has evolved as well,
especially as more individualsand small businesses operate
from home.
Expectations from computermanufacturers vary significantly
across customer segments.
For small business buyers,needs can range from a single
(00:32):
printer to multiple devices, orfrom a few computers to a whole
entire office setup.
Understanding these diverserequirements is crucial to
providing the right service andfostering deeper customer
loyalty.
As the world's leading providerof personal computers, lenovo
(00:52):
recognizes the importance ofcustomer engagement.
The my Lenovo Rewards programplays a vital role in the
brand's continued success.
Jamie Linville, the SeniorManager of Digital and Brand,
works diligently to maximize theprogram's value for Lenovo's
audiences.
Today, we'll explore what makesLenovo's customer loyalty
(01:15):
program so successful and how itcontinues to deepen
relationships with its customers.
Jamie, nice to meet you.
Thanks for taking the time tojoin us.
Speaker 2 (01:24):
How are you, I'm well thanks.
Speaker 1 (01:27):
Good For those who may have not seen our interview
last year.
Can you give us a shortintroduction to Lenovo, a little
bit about how the company wasstarted?
Speaker 2 (01:35):
The backstory really came from an origination in the
80s through a variety ofacquisitions, specifically the
IBM personal Computing Divisionthat was purchased in 2005,
which really led the way for usto be the number one global PC
manufacturer in the world.
We have headquarters in Beijingas well as in Raleigh, North
(01:58):
Carolina.
Our purpose really is based inour Smarter Technology for All
brand guidelines.
The smarter really is aroundinnovation and innovative
solutions.
Technology is our hardware,software and solutions, and then
for all is really aroundcitizenship and what technology
(02:19):
can do for humanity.
Speaker 1 (02:21):
Can you tell us a little bit more about your role
within the company, how you gotto where you are today and maybe
some positions that led up tothis role?
Speaker 2 (02:28):
Sure, I grew up in the analog world, analog agency
world specifically.
So one of my very first jobs wasat a brand agency and we were
literally creating logos andbought with a production
designer that would do it byhand and then digitize, and we
(02:50):
were also transferring overwebsites like brochures to
websites, so my job wasliterally typing in content from
a brochure into QuarkXPress.
So if you are old enough toknow what QuarkXPress is, then
you're my people.
But so I've always had agencyand brand roles and grown up as
(03:10):
digital became a huge piece ofhow we operate in marketing and
I moved over to Lenovo aboutfive years ago and I have done a
variety of roles, but really myexperience in telling stories
and really creating authenticdigital experiences that
resonate with businesses isreally how I've ended up as the
(03:32):
B2B brand manager senior manager, so I'm responsible in North
America for all of our externalfacing campaigns to the business
audience one of which is EvolveSmall, which is what you kind
of interviewed on last year and,I think, what we'll talk about
a little bit more today.
Speaker 1 (03:49):
Absolutely.
I'm not sure if you arefamiliar with Donald Miller's
Story Brand.
It's a book that it's one ofthe most impactful books I've
ever read from a marketingperspective.
It talks about how to tell astory and making sure the
customer is focused on the story.
And just the only reason Ibring it up is last night I
stumbled upon that version 2.0was out.
Speaker 2 (04:07):
Oh, awesome, I'll look for it.
Speaker 1 (04:09):
Yeah, it's one of the best books I've probably top
three books I've ever read frommarketing and behavioral science
perspective.
Speaker 2 (04:16):
So, and you were talking about storytelling- yeah
, I'll look it up and hopefullythere's some things that we're
doing that ties into thatalready.
If not, there's alwayssomething to learn.
Speaker 1 (04:26):
Yeah, I'm sure you will.
I'm sure there are for sure.
So when you look at kind of theindustry, all industries right
now, a great deal of disruption,change, keeping up with change
can be a big challenge.
It can be part of, you know, amarketer's job now keeping up
with technology, keeping up withthe pace of change.
So you know, when you look atsome of the challenges or
opportunities you face withinyour role at Lenovo, you know
(04:48):
what keeps you up at night.
Speaker 2 (04:50):
I'm a really good sleeper, so very few things keep
me up at night.
Last night was my dogs and mychild, but for the most part I
fall asleep.
But if I am awakened, what Itry to really focus on are the
things that I can control.
Right, and right now, what Ican control is how my campaigns
(05:11):
can keep up with that pace ofchange.
Right, because what does keepit is this.
Authentic storytelling reallyrequires being at the forefront
of the needs of the customer,and if I am too busy telling the
story of a customer using kindof analog technology or not up
with the pace of change, we as acompany also look like we're
(05:34):
falling behind.
So really keeping things likeproduction schedules on track
but also making sure we'reopportunistic in opportunities
to kind of be at the forefrontof some of that change.
Speaker 1 (05:50):
Absolutely so.
When you look at kind of themacroeconomic changes that are
going on right now, tariffs, notariffs, just kind of kind of
keeping up with it, it's a bigchallenge here in our brand
community just knowing how toeven keep pace Within the
industry, the high-tech industry, the PC market.
Are there some macroeconomictrends that you're focused on?
Speaker 2 (06:13):
We really are leaning in, like everybody else, into
AI and how it impacts our ownbusiness as well as our
customers, how we're integratinginto our technology and really
helping customers learn how touse it and benefit their
business.
Digital transformation overallright, while AI is being talked
(06:34):
about a ton, there are still anumber of businesses that are
still really just looking forways to use technologies and
services and solutions to helptheir business, and so really
finding the needs of thecustomer in that is really
important.
And that is employee experienceoverall, so digital employee
experience across the board.
(06:54):
So those are the industrytrends I'm paying attention to
and really trying to keep pace,trying to figure out what is
noise and what is real and wherewhere customers sit in that so
that we can help them alongtheir journey.
Because you know, I, I, I marketto businesses, but to say that
you know one message willresonate with all small
(07:15):
businesses is naive, becauseevery business is at a different
stage of technology adoptionand so really looking for ways
to create authentic andmemorable user experiences as
well and that's the other pieceof kind of keeping pace of the
industry it's also who mydecision makers are right.
(07:37):
So there's big macro technologyindustry changes.
But there's also industrychanges that I look at as a
marketer and who I'm marketingto, and one of the most
compelling things that I'mseeing that's really changed how
we market, especially in brand,is the rise of Gen X into
business decision making rolesright.
(07:59):
We have to really look at howto change our customer
experiences and user experiencesfor technology natives, right,
because things have changedsubstantially.
Then, on top of that, when itcomes to branding, it used to be
something that I've seen as atrend that's resonating not just
(08:29):
through, I'd say, the purposeyou stand for externally, but
what you as a company also standfor, and that's why something
like our for all part of ourpurpose is so important in
integrating that into what we do.
Speaker 1 (08:47):
So are you seeing a big impact for purpose right now
, because that's something thatit's kind of kind of pulled back
.
Speaker 2 (08:53):
We've seen more.
Well, it's supposed to be right, like with the geo, economic
and geopolitical environmentthat we're in environment that
we're in, yeah, but it's stillresonating.
And purpose, I think, can beinterpreted a lot of different
ways.
But I think it's really aroundauthenticity, right, like are
(09:15):
you schlepping products or areyou providing services and
solutions that are meaningful?
Right, and so the purpose canbe a little squishier, right.
It's not just purpose I'mhelping a bunch of companies
outside of the kind of P&L,right, but it's the ways you do
(09:36):
it right.
It's listening, it's customizedexperiences and it's really
it's that you stand for morethan just what you're selling.
Right, and that's thecustomization.
Speaker 1 (09:48):
No, I definitely.
There's definitely kind of animpetus to make sure that
there's alignment between whatcustomers want and the product
offering and being a goodsteward.
But corporate socialresponsibility is something that
brands talk a good deal about,but it's one of those things
where I think many brands stilldo it because they have to do it
versus truly being authentic,as you've mentioned being
(10:13):
authentic to your brand.
I always give an example ofPetSmart.
Petsmart has had about ninemillion pets adopted through
their their pet adoption programand they rarely talk about it,
right.
But then you have some othersbrands that kind of come up with
something that's, you know,charitably, a charitable focus
or kind of kind of from acorporate social responsibility
perspective recycling shoes,potentially right.
(10:34):
There's some big shoe realtorsdo that.
You know it's something theycame up with because their PR
company.
Speaker 2 (10:39):
They came up with this being totally authentic and
you know, on brand, I thinkthat the reality is is that it
can't just be something overhere, right?
And I think that what?
When I talk about purposemarketing, what I've really done
is lean back a little bit andpaid attention to what my
(11:00):
company talks about, stands forwhat I see with their own
sustainability and ESGinitiatives, and then try and
infuse that into what I do, asopposed to market what they do.
Does that make sense?
Speaker 1 (11:15):
Absolutely.
Speaker 2 (11:16):
Yeah, so when I talk about authenticity and purpose,
it's really hearing what it iswe truly stand for and then
integrating that into mymarketing messages as opposed to
marketing what we stand for.
It's a little bit of a nuance,but it's something that I've
done for the last couple ofyears and it really has
demonstrable impact in whatwe're seeing by way of our
(11:41):
reputation scores, as well asjust our innovation and
awareness overall, and we'll see.
We'll see how that changes overthe next few years with the
climate that we're in, butthat's it's something, at least
in the past two years, has madea real difference across our
business initiatives.
Speaker 1 (12:00):
Excellent.
So, when you look at customerloyalty, what does customer
loyalty mean to you and toLenovo?
Speaker 2 (12:06):
I think it's really around creating the reciprocal
value, right.
It's this ecosystem of exchange, right, because we have to give
something to get something andthey have to really experience
things in ways that really havemeaning to them.
So it's customized users, userexperiences, but also something
(12:26):
that really can be manufactured.
So it feels customized, almostRight.
So enough user scenarios inorder to kind of make that
applicable.
Also, we're going to start withthat.
Okay, customer loyal is reallyaround ecosystem of reciprocal
(12:50):
value.
Of course, we have products, wehave warranties, and that
provides value at some point.
But we also, through ourintegrated programs and really
omni-channel view on how we talkto and respond to our customers
, have training.
We create communities in whichthey are able to combine and
(13:14):
share information and reallycreate their own value by the
opportunities that we providefor them through something like
our Lenovo Pro community and theEvolves Flow initiatives.
And, looking ahead, I think AIis really going to help inform
and create more immersiveexperiences, and those are
things that we're working on.
Speaker 1 (13:33):
Okay, excellent.
When you look at the my LenovoRewards program, how does that
fit into your overall vision forcustomer loyalty?
Speaker 2 (13:48):
I think it's one of the channels in which we support
customers, right, it's one ofthe most accessible, but not
everybody is going to want to bepart of that community, so I
think it's a matter of offeringit up and having it available
along with traditional customerservice responses.
And, again, we focus across theboard on creating content and
(14:14):
experiences more than justrewards.
Right, it's not just anexchange of reward for more
technology, but trainingcommunity as well as just
resource guides overall andmaking introductions so that
they can help each other as muchas we can help them.
Speaker 1 (14:34):
That makes perfect sense.
When you look at customerloyalty within our community,
the focus within theorganization is very important
right now Understanding howothers marketing operations view
the customer loyalty program,the kind of marketing efforts
they have, and how is customerloyalty prioritized within
Lenovo and Lenovo.
Speaker 2 (15:00):
I think that you know when we, when we just I, I'm a
marketer so I can tell you byway of the marketing point of
view.
You know it costs a gazilliondollars to get a new customer,
$5 to keep yours.
I mean, the numbers are maybe alittle off, but the research is
out there, right, and so muchof what we do is try and create
ways to include and reuse theexperiences that are there for
(15:21):
the customers.
We use data right.
Customer feedback becomesreally important in that we can.
You know there's researchthat's done up front, but then
there's data that really is usedto really inform how we create
and optimize our programs.
So we listen to what they wantand try and create experiences
(15:42):
that match that.
Speaker 1 (15:44):
Excellent.
You talked about kind of theevolution of the program, the
customer loyalty program, aswell as you kind of hinted at
the Evolve Small initiatives.
You know you look at yourcustomer loyalty, customer
experience efforts.
You talk about how holisticallyand integrated they are.
You know how look at yourcustomer loyalty, customer
experience efforts.
You talk about how holisticallyand integrated they are.
You know how have they evolved,how do you see them evolving,
going forward?
Speaker 2 (16:07):
Again, I think the integration of AI in really
exponentially increasing theability to serve those different
scenarios and customer likereally in personalized
experiences right, using AI tohelp develop and manufacture
those experiences in authenticways right.
(16:29):
So right now we're trying tokeep up with the pace of how and
what we see our opportunitieswithin different business
segments, et cetera.
But resources are finite andthe best way to keep up with
that is to really use our own AIas well as external AI
scenarios in order to infusethat together.
(16:50):
I think what we've learned sofar is that we can't let go of
the human side of our programs,especially something like Evolve
Small.
So really finding that balancebetween the humanity and
authenticity of the experienceswe create for customers, but
(17:11):
really finding a way to emulatethe best parts of it through
technology.
Speaker 1 (17:16):
Excellent.
Well, when you look at AI,that's a very front and center
discussion within our communityas well.
We actually had a peer groupthat met this week and they were
talking about new technologiesand AI was one of those, and
many brands they don't have theopportunity that Lenovo has to
have internal AI right.
So there's consternation withusing the co-pilot or a chat GTP
(17:37):
in the manner that data may notbe private, right?
So how do you anonymize data ifyou're going to use chat GTP,
Because everything kind of goesto the entity and becomes their
property.
So there's big concerns aroundthat.
How do you?
And then, another thing with AI,too, that we've continued to
hear is that you have to have alarger team to run it right,
(18:00):
Because you want to make surethe models are right, that the
personalization, thesegmentation, the optimization
processes are you know quoteunquote checked.
So that takes away for some ofthe efficiencies.
When you look at AI and othertechnologies, how do you
leverage the right technology toenhance customer experience,
customer loyalty, and does beinga technology powerhouse help in
(18:22):
that effort?
Speaker 2 (18:23):
I would say yes and no right.
How do we do it?
We, a little bit at a time test, learn, grow, use the data, try
it out Like we're.
We're trying and failing allthe time, but we have to
continue to try and find whatthat sweet spot is right,
because of all the things youtalked about.
We have to do it intentionallyand just as well as the small
businesses, right as I lookforth to our grant winners and
(18:47):
creating AI packages for ourgrant winners specifically,
we're really trying to findcustomized ways to help their
business where they are rightnow.
One business like step one wasmigration.
Right, they had to move off ofone system to another in order
to make it happen and make ituseful, and so I think there's a
(19:08):
promise of it like reallysolving huge problems, but
there's also an opportunity tostart integrating it into
smaller use cases.
Here's how to make my inbox alittle bit more effective.
Here's a way to draft an email.
So it's like using and creatingiterative experiences so that
(19:29):
people are a lot morecomfortable with it, as well as
who we are, right, so we'recreating our own, we're using
other people's just like anyother tech powerhouse, but at
the same time we are creatingand really focusing on making
sure that there's humanity andcitizenship in how we use
(19:49):
technology and what we use itfor and how we share that with
our customers.
So we're training and learningalong the way.
Speaker 1 (19:56):
Excellent when you look at emotional loyalty.
How is Lenovo looking atemotional loyalty?
What does it mean to you andyour organization?
Speaker 2 (20:05):
When I look at why and how emotion develops
relationships, if there's not anemotional connection with that,
it becomes, it's justtransactional.
And so when I look at the valueof what loyalty is, it must be
manifest in some level of anemotion, and I think, frankly,
that's part of the reason ourpurpose-based campaigns do so
(20:29):
well, because they're integratedinto an emotional experience as
opposed to.
You know, that's marketing 101as well.
Speaker 1 (20:41):
Absolutely at the Evolve Small program.
One of the things we see withinthe market right now is there's
a kind of search for valuepretty consistently within our
members.
Whether it's grocery or whetherit's a quick service restaurant
, they want to have more value,create more value for the
customer, more value for thecustomer loyalty program within
the organization.
So when you look at the EvolveSmall program, how does it kind
(21:06):
of drive value, drivereciprocity, drive that
engagement that you've beentalking?
Speaker 2 (21:11):
about.
So Evolve Small really has avariety of elements, but at its
foundation is a grant, and whenI say grant, the grant includes
a technology package, itincludes a financial package,
mental service support as wellas community involvement.
And so immediately, we providevalue by, you know, creating an
(21:37):
environment in which people canapply for a grant and receive it
.
But more than that, there are alot of people who don't get to
win Right than that, there are alot of people who don't get to
win right.
They don't like, but as part ofbecoming like, once you become
part of the Evolve Smallcommunity and our Lenovo Pro
community, because they becomeone and the same we provide a
(21:59):
variety of resources for free,right.
That's when I lean into thingslike our resource guide.
We have webinars.
This year, we've focused a tonof our webinars in series on AI
and AI use cases, those basic101s how do I use AI to help
scrub my inbox, how do I reallybasic 101, and that's all free
(22:23):
as part of this community.
And so when I look at howEvolve Small has changed over
time, it started as we spent,you know, a good fraction of the
campaign to create a face right.
The face of the campaign wasQueen Latifah for quite some
time, and when we look at theinvestment change over time,
(22:44):
what I was able to do by one,you know, taking advantage of
where we were in the luxury ofhaving a campaign that existed
that long is, instead ofspending money on the face,
being a third party influencer.
The face of Evolve Small is nowthe face of our customers.
(23:04):
The face of Evolve Small is nowthe face of our customers, and
so in creating a campaign inwhich they receive our
technology, they also get theirown voice through our marketing.
So we double up in ourmarketing efforts by helping
them have their own voice in ouradvertising, if that makes
(23:27):
sense.
And then we follow our stories.
Our VARs are part of thosestories, right?
So when I start thinking aboutthe value of a program, it
extends to our communitypartners, our VARs, it extends
through our sports partnerships,and so it really is.
How do we take this model ofstorytelling and technology for
(23:50):
good and help kind of pay itforward almost?
And that's really why thatprogram is as successful as it
is is because the voice of thecustomer is what makes it more
effective, and I've got datathat shows that too.
Right, we've got all this dataabout how, when we had a major
(24:11):
influencer as the face of thecampaign, increased awareness by
X.
But you know what?
I've maintained that awarenessby shifting to the voice of the
customer and I'm also increasingmy site engagement.
Right, I have more form fills,I have more like three times the
(24:31):
amount of time on site, becausewhat I'm doing and what we've
done with the program is madethe customer the hero of the
campaign.
Speaker 1 (24:38):
Yeah, that's awesome.
Speaker 2 (24:41):
And by customer, I mean customers right, so not
just a single one.
Speaker 1 (24:47):
No, and getting back to that story, that's a big
component of that too.
Is making the customer the heroof the story, right?
Yeah, I mean it's pretty basicright, but it's working.
Speaker 2 (24:58):
But I think the important part and what we've
been able to do because ourtechnology and our teams are as
strong as they are, is I don'thave to manufacture what the
story is right Like.
I can trust my teams and ourtechnology to do amazing things
(25:23):
and capture that right.
My job has actually become alot easier because I can lean in
on what it is we as a companydo well and then just making
sure I've got it captured andthat I share that.
Speaker 1 (25:37):
Excellent.
And when you look at theprogram, the Evolve Small
program, the Customer Loyaltyprogram what are two or three
things that you're most proud of?
Speaker 2 (25:44):
I'm really proud of actually being able to help
right, instead of a campaignbeing over here and then
customer support and experiencesover here.
I love that we've been able tointegrate that.
I also am really proud of theinternal branding that it has
(26:04):
and the community within Lenovothat it's created right.
It's one of the most integratedprograms we have across a
really large organization.
I have people every year thatvolunteer right.
When you think of being resourceconstrained, I have one person
(26:26):
that runs this program for themost part and I had to do it
along with my other job whileshe was on maternity.
The only way this campaignlives is that people across the
organization get to be part ofit and because we do compelling
things with it, people raisetheir hands to do a second job,
to become a brand ambassador forthe Evolve Small program and
(26:49):
they become the extension of themarketing and sales team in
coordination and the longevityoverall Because we have such a
fluid environment in which wehave to operate the longevity of
this campaign is something tobe really proud of too, but it's
iterated over time, so thisiteration of a celebrity face
into the customer.
(27:09):
Storytelling is fantastic.
What I love about it is itdidn't just feel good to do, but
it's really fun to be able toshow the receipts right To say
you know what?
We took a chance at putting thecustomer stories forward,
(27:30):
especially in our advertising,and it works better than this
celebrity.
Speaker 1 (27:35):
Absolutely Perfect, and it's great hearing about the
program, some of the thingsthat you're working on, and now
we have our wonderful quickfirequestion round.
Speaker 2 (27:44):
Okay.
Speaker 1 (27:46):
A word or a short phrase.
So what word or short phrase doyou use to inspire others?
Speaker 2 (27:53):
I, by way of inspiration, I use the phrase
always in beta.
It's kind of like fail fast,but instead of it being this
notion of failure, it's a notionof iteration.
So I love really leaning into.
We're always in beta, we'realways trying new things and we
will always move forward anditerate and optimize.
Speaker 1 (28:16):
Excellent.
You know what is your leastfavorite word that others use?
Asap, there you go.
What excites you at work?
Speaker 2 (28:27):
My people, the people I get to work with every day.
Speaker 1 (28:31):
Excellent.
And what do you find tiresome,either at home or at work?
Speaker 2 (28:39):
Churn.
Speaker 1 (28:40):
Okay, is there a book that you read that you'd like
to recommend to your colleagues?
Speaker 2 (28:44):
Well, as we started the call, I've had many
colleagues out on maternity, sothe book that I have shared the
most is Leonardo, the TerribleMonster by Mo Willems.
Speaker 1 (28:58):
Excellent.
Which is a children's book.
What is your favorite food?
Sushi.
Okay.
What profession other than whatyou would like is there?
Would you like to attempt,other than the one you currently
have right now?
Speaker 2 (29:12):
Impact investing.
Speaker 1 (29:13):
Okay, and what do you enjoy?
That you often don't get achance to do Podcasts.
There you go, and who isresponsible for the person you
are today?
Speaker 2 (29:25):
My grandma.
Speaker 1 (29:26):
Okay, excellent, and how do you want to be?
Speaker 2 (29:31):
remembered by friends and family.
Speaker 1 (29:34):
Authentic, perfect.
Well, that's great Well, jamie,thank you very much for taking
the time to speak with us today.
It was very interesting tolearn more about the Lenovo of
all small program and getting anupdate on the my Rewards
program.
Looking forward to learningmore about you and the efforts
you have throughout the rest ofthe year and thank you very much
for taking the time to sharewith us today.
Speaker 2 (29:52):
Thank you, take care.
Speaker 1 (29:54):
Absolutely, and thank you everyone else for taking
the time to listen.
Make sure you join us backevery Thursday for our Leaders
and Customer Loyalty BrandStories edition.
And until then, have awonderful week and we'll see you
soon.
Thank you edition.
Until then, have a wonderfulweek and we'll see you soon,
(30:15):
thank you.
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