MICROSOFT VOC-DRIVEN SMALL BUSINESS RELATIONSHIP MARKETING PROGRAM

Situation Overview

Hence the need for a relationship program.

As a result of the first Small Business VoC we developed the SB+ Relationship Program. And we learned:


*Source: AMI Tracker Panel Study Average 2008 - 2009

How to Approach the Diverse SMB Segment?

But then we needed to scale to Midmarket (size: 100-500 employee) companies. Our key questions were:

SMB Relationship Program Goals

Our SMB Customer Relationship Program Goals were:

Pillars of the Online Relationship Program

Pillars

Voice of Customer Helped Answer Key Questions

From 1 – 500 employees, what type of training, support, community and communication can drive deeper engagement?

Was there anything else?

We listened and learned…

Relationship Program Value Must be Obvious and Differentiated

Make it easy
Must provide easy site navigation.
Use lay terms / user friendly (non-tech) key word searches.
Provide access to information and business solutions from every part of Relationship Program.

Keep it focused
Online Resource Center value:
One stop, convenient resource for SMB customers.
Clearly different from other resources.
Every facet of the user experience must prove this.

Deliver ‘wins’
Make the initial interactions engaging by offering a ‘quick training.’
Help users by providing industry, business and technology info.
Partner with non-MSFT experts for valuable content.

We listened and learned…

Personalize the Experience per Business Needs,
User Level, Size, Industry and Products

Focus on Needs
Develop from the user’s perspective, not MSFT.
Request user feedback at every touch point.
Use feedback to evolve the experience, provide relevant content / communication.

Support
Alleviate pain by using simple terms as self-help key words.
Highlight common problems and provide quick access to solutions.
Leverage peers for additional support.

Satisfy Diff. Needs
Target content based on start-up, segment, business needs and user level.
Offer ways for 3 different user types (Learners, Connectors, Collaborators) to engage.

We listened and learned…

Tie Training, Support and Community into a
Differentiating Relationship

Training
As a key benefit, users should be introduced to training early on.
Follow-up training to encourage the next ORC interaction.
Offer user-defined categories for easy access.
Make training easy to share.

Support
Alleviate pain by using simple terms as self-help key words.
Highlight common problems and provide quick access to solutions.
Leverage peers for additional support.

Community
Peer interaction must be facilitated across a variety of demographic and businesses areas. Points of interaction include:
Level of knowledge.
Common Problems.
Forums.
SMEs / Moderators.

Microsoft website

The Value of Opt-In

Value of Opt-in

Opt-In Relationship

SMB Relationship Program At-a-Glance

SMB Relationship

Relevancy

Opt-In

Microsoft Business Resource Center Overview Personalized Experience

Resource Center

Customized Communications



Results

Benefits of the Value Exchange

    Customer Benefits
  • Personalized Service
  • Customized Communication and Information
  • Ease of Use?
  • Relevancy
    Microsoft Benefits
  • Opt-in Profile information to drive relevancy in web site content and communications
  • Ability to analyze click and usage behavior
  • Marketing efficacy
  • Cross sell/upsell opportunities

Key Findings – The Good

Key Findings – The Challenging

In summary…

What we heard What we did What's next

Results

  • Opt-in rates up to 95%
  • Open rates greater than 50%
  • Response rates performing in the double digits
  • Volume license renewal rate is 8 points higher than the control group
  • Volume license revenue from those in the VoC-driven program is 2 times greater than the control group.

Lisa Clawson
Senior Marketing Manager
Microsoft Corporation

Lisa launched the first U.S. Microsoft Small Business Relationship Marketing program. The program has consistently driven up to 7x increase in response rates and increased customer satisfaction.

Previous experience includes developing brand positioning and integrated relationship marketing strategies for Bank of America.