CASE 1 - Lenovo: Understanding Customers and Building Profitable Relationships Lenovo is a brand that has widely differentiated and has not depended upon a solitary class of items or administrations for its extension. The key for Lenovo has been to furnish the business sector with a wide mixed bag of technology driven products to satisfy their separate aspirations. This development has been focused around a broad research and investigation of approaching needs of its clients and distinguishing a need even before it exists, which makes an unedifying dependability and dependence among clients and customers. It has offered machines, and continually enhanced them at consistent interims, and wandered into working frameworks, and giving changes on them consistently keeping the pace alongside the business sector. Lenovo's marketers spend a great deal of time thinking about customers and their buying behavior. The company highly values the input of its customers and tracks it accordingly. By listening and communicating constantly with their customers and taking into consideration their input when it comes to product development and improvement, Lenovo has been successful in building emotional relationships with its customers. For example, some customers may want a unique experience characterized by pleasant interpersonal contact, trendy products, and expertise about food. They may desire an experience that encourages them to explore. Other customers may want to gather staples as efficiently as possible with minimal human contact. Lenovo set up its own discussion forums and actively asked customers to share their ideas, experiences, and tips with Lenovo's product, design, and development teams. By doing so, Lenovo was able to better connect with its customers and provide even better customer service. The company has positively shaped and influenced customers' perceptions of Lenovo's brand personality by trying to listen to them and understand them. Lenovo really understands what makes consumers tick and, as a result, delivers an exceptional brand experience to loyal consumers. QUESTION 2 How should the Lenovo shopping experience affect the customer journey for a brand ? Support your answer with examples.