VoC-Driven SMB Relationship Marketing Program
The ever expanding international SMB market represents substantial growth opportunities.
Marketplace and competitive factors keep raising the stakes to better serve the SMB market.
A majority of Microsoft product sales in Small and Medium size business segment come through a channel partner (e.g. Value Added Reseller, Retailer, Original Equipment Manufacturer).
SMB customers are mostly transactional (gather information, trial, purchase and disengage).
Customers feel they have no relationship with Microsoft.
Past Small Business Voice of Customer (VoC) Research indicated that most customers would welcome a direct and omnichannel relationship with Microsoft.
Lisa Clawson, Senior Marketing Manager Microsoft Corporation
Lisa launched the first U.S. Microsoft Small Business Relationship Marketing program. The VoC research-based program has consistently driven a 2X increase in volume licence revenue and a 7x increase in response rates and increased customer satisfaction.