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Call Center Procedures Guide

CRM Team

Table of Contents
Customer Engagement and Relationship Strategy (Introduction to the model) 3 Execution through Activities (basics) . 5 Mid Market Relationship program ... 7 1. Welcome . 9 2. Deploy .. 11 3. Use . 13 4. Use True-ups ... 15 5. Renew .. 17 3 Tier Contact Model - Integrated Execution 21 Data Targeting 23 MQPs and PQPs . 25 Appendix A Taxonomy Guide . 26 Appendix B Data Quality Fields Guide .. 29

Customer Engagement and Relationship Strategy


Concept
Microsoft Customer Engagement and Relationship Strategy is based on the execution of a model that allows add value to both active and inactive customers. This model is called the 3 Tier Contact Model and it has three pillars:

1.

Mid Market Relationship Program and LTV: Provides a reason to contact and helps connect with customer Build relationship & trust For Inactive customers building a relationship starts even before they purchase for the first time.

2.

Targeted Marketing:

Helps selling. Be conscious and aware of when you are actively selling. This could be just planting a seed for what will be followed up on in 6 months time. Mid Market customers buy what benefits their business and addresses their needs value add Campaign messages must address pain points.

3.

Data Validation:

Better customer understanding and knowledge. Microsoft is reliant on the data in our system. Improve over time. Always update Siebel so that the next conversation is contextual and can reference what was discussed previously.

Build trust by looking after the customer interests, learning about their business requirements and providing value at each interaction Build relationship depth by having regular contacts with multiple BDMs and TDMs and by offering solutions across the enterprise Retain/Increase Penetration by offering the product/solution mix that matches the customer needs and by increasing mindshare within the corporation by maintaining the customer informed of new products and improvements Increase Microsofts knowledge of the customer base by keeping high quality records of each customer interaction and by adhering to data quality standards and data requirements Improve the Customer experience (CPE) by demonstrating sincere interest for the customers well being, responding promptly to their queries and complaints and by providing value

Customer Engagement and Relationship Strategy


3 Tier Contact Model

What
1.Reason to contact = Relationship Always add value Building relationship LTV determines Account Portfolio assignment and contact frequency

Why

Improve engagement and account CPE

2. Selling Targeted marketing means that you talk to the customer about things that they need. Campaign messages ensure that this is in the language and context of the customer 3. Deeper Customer understanding = Data We need to use every opportunity to obtain additional data about our customers and validate the data that we already have.

Maximize account revenue

Improve account knowledge

Every component of the 3 Tier Contact Model is explained in detail later in this manual.

Execution through Activities


Concept
Contact with customers is based on the execution of activities in Siebel. This means that all interactions with accounts or contacts are registered in the Activity module in the CRM tool. Here are some kinds of interactions: Event Attendance Dmail/Email Follow-up calls TPM Activities IROs Targets Etc. Activities in Siebel have a set of fields that both help understand the objective of those activities, and the result of the execution. Interactions with customers can require further action (call to customer, reassign the activity to anyone else, etc) or can be informative only. Informative activities give support to required action activities.

Taxonomy
Activities have taxonomy to differentiate from each other. Taxonomy helps identify the type of activity. It is registered in the DESCRIPTION field Taxonomy is divided in segments that show: Fiscal Year, origin, type of activity, action, additional description: FiscalYear-Origin-Type-Action-Description FY09-MMRP-WELC-RQA-Welcome May

E.g.:

Some examples

* For a complete list of taxonomies, see appendix A

Execution through Activities


What it looks like
Status: Shows the activity

Create Oppty from Activity: If the execution


of the activity leads to the creation of an opportunity, this button must be used to create one and associate it with the activity.

status: not started: it is not yet executed. In progress: it is being processed. Done: it has been executed and closed. Cancelled: it has been cancelled.

Description:
understand purpose.

the

Helps activity

Call Disposition: Only if

Comments:

The CRM team can upload additional information to make the activity more understandable. ISRs can write comments after this.

the activity requires action. This field registers feedback about the activity execution (No interest in subject, no phone, interested, etc.)

Additional

same as Comments

Information:

Remarks
The status of marketing initiatives is measured with activity execution by analyzing the activity fields. Therefore the correct fulfillment of the fields is critical. The activity fields help the CRM team improve what is in Siebel. For example, activities with Call Disposition No Phone are separated to correct the telephone numbers of the companies related to those activities.

Mid Market Relationship Program (MMRP)


Concept
The Mid Market Relationship Program is a customer engagement framework based on a proven contact strategy consisting of a series of consistently executed, highly relevant and timely customer communications mapped to the customers license lifecycle. MMRP is a post sale program that creates a strong relationship with customers. This program follows the license life cycle: from purchase to renewal of contract. MMRP has four phases with specific messages at a specific time. Every phase has customized material depending on: License Type Product Country ISR Follow-up for all phases is done through call-activities in Siebel.

Objectives:
Improve customer satisfaction and engagement with MS Increase cross-sell and up-sell Improve customer knowledge Maximize renewal revenue rates Maximize deployment

Phases Timeline process


Welcome: Deploy: Use: Renew: Welcomes the customers 0-3 months after purchase. Checks if customers have already installed the product. Deployment tips are shared. 3-6 months after purchase. Provides tips to use Microsoft products and benefits properly so that the customers have a good experience with Microsoft solutions. 6-30 months after purchase. Tries to guarantee the renewal of Software Assurance contracts . 30-36 months after purchase. 0 3 Months 3-6 Months Deploy 6-30 Months Use 30-36 Months

Welcome/ Activate

Retain/ Renew

Cross-Sell/Up-Sell

Mid Market Relationship Program (MMRP)


Remarks
MMRP provides a determinant reason to contact customers at a specific time and via a specific delivery channel (Phone, e-mail). MMRP helps improve customer satisfaction through engagement, deployment and quality of communications. Microsoft gets better renewal rates. MMRP enables cross/up- sell Increase sales

MMRP - Welcome
Concept
Welcomes the customers to the Microsoft volume licensing program. A welcome kit with customized material is sent to customers. This kit can be e-mailed or direct mailed. The kit includes a welcome letter with: Customized messages for: Purchases with or without Software Assurance. Different license types: Enterprise agreement, Select or Open. Summary of purchased licenses. Step-by-step guide to register OPEN or MVLS products in the volume licensing webpage. Software Assurance Benefits. Web resources to implement products. ISRs reinforce the materials with follow-up calls.

Process How to do it
Every time a customer purchases a new Microsoft product, two activities are uploaded into Siebel with a specific date to contact: When executing Welcome Kit activity: Welcome Call activity: This is an informative activity that is created to register the email or direct mail sent to customer. This activity is created to reinforce Welcome kit through a follow up call. This activity has to be executed by the ISR.

the call: Check with the customer if the material was sent. Talk about the benefits the customer has. If the customer has not bought Software Assurance, talk about the benefits of buying Microsoft products with it.

MMRP - Welcome
Taxonomy
Type of Activity Welcome Call Welcome Kit Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Welcome - Call Welcome - Kit Status Not Started Done

FY09-MMRP-WELC-RQA-Welcome call T+30 Month Call - Outbound MMRP FY09-MMRP-WELC-FYI-Welcome Kit Month Direct Mail or Email - Outbound MMRP

What it looks like

Status and Call disposition have to be filled out according to the outcome of the call.

Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, or products are included in this field.

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MMRP Welcome Materials


Customized welcome message explaining the program. The materials are written in the countrys native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager.

Other customized messages depending on the license type.

Details of purchased licenses.

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MMRP - Deploy
Concept
This phase checks if customers have already installed the product .If not, customers are encouraged to do it with deployment tips. Deploy email is sent to customer after 60 days of purchase. This email has recommendations to reach a correct deployment of products. ISRs reinforce the materials with follow-up calls.

Process How to do it
After welcome phase is executed some months before, a deploy activity is uploaded into Siebel with a specific date to contact the customer. When executing the call: Check if customer received deploy email. If not, send material. Check if customer has already installed the products. If not, encourage the customer to use the deployment tips sent in the email. Talk about activating software assurance benefits.

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MMRP - Deploy
Taxonomy
Type of Activity Deploy Taxonomy (activity description) FY09-MMRP-DEPL-RQA-Deploy Product Month ActivityType Email - Outbound ActivityCategory MMRP ActivityPurpose Deploy - Kit Status Not Started

What it looks like

Status and Call disposition have to be filled out according to the outcome of the call.

Taxonomy activity

helps

identify

the

Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, or products are included in this field.

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MMRP Deploy Materials


Customized deploy message explaining the program. The materials are written in the countrys native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager.

Support resources to deploy products

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MMRP - Use
Concept
This phase provides recommendations to achieve the best usage of Microsoft products. Use email is sent to customer after six months of purchase. ISRs reinforce the materials with follow-up calls.

Process How to do it
After deploy phase is executed some months before, a use activity is uploaded into Siebel with a specific date to contact the customer. When executing the call: Check if customer received use email. If not, send material. Encourage the customer to use the recommendations sent in the email. Talk about activating and using software assurance benefits.

Remarks
A good use experience of products and benefits helps develop the customers potential and leads to customer satisfaction.

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MMRP - Use
Taxonomy
Type of Activity Use Taxonomy (activity description) FY09-MMRP-USES-RQA-Use Product Month ActivityType Email - Outbound ActivityCategory MMRP ActivityPurpose Use - Kit Status Not Started

What it looks like

Status and Call disposition have to be filled out according to the outcome of the call.

Taxonomy activity

helps

identify

the

Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, or products are included in this field.

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MMRP Use True-Ups


Concept
True-ups is a benefit of Enterprise Agreement contracts. When customers sign a new E.A., they declare and install the products they will use during the three year contract. However, customers might want to use additional products. They can install them at any time and pay the additional usage cost at the end of the first or second year. The payment is made only for future usage, i.e.: If a customer installs new products after six months of purchasing an Enterprise Agreement, the payment will be made at the end of the first year and only for the next remaining two years of contract. This MMRP-Use call was created to check if customers have used additional products during the first or second year. This call leverages Cross-sell and Up-sell, i.e.: If a customer has SQL Server and Office, a BI speech can be addressed. Customers might not be aware of this benefit, therefore this touch can help improve the usage of true-ups.

Touches
1. 2. 3. 4. Four touches: Two at the end of the first year and two at the end of the second one: First year T-60: First year T-30: more Second year T-60: Second year T-30: 60 days before first year of contract (Gives time to cross/up sell) 30 days before first year of contract (Follow up call to verify additional products and cross/up sell if at T-60 the customer is not sure or needs time) 60 days before second year of contract (Gives time to cross/up sell) 30 days before second year of contract (Follow up call to verify additional products and cross/up sell if at T-60 the customer is not sure or needs more time)

Process (Timeline) How to do it


Purchase

1
T-30 Call - True Up
T-60 Call - True Up

2
T-30 Call - True Up T-60 Call - True Up

Agreement End Date

First Touch T-60 (first year): Second Touch T-30 (first year): Third Touch T-60 (second year): Fourth Touch T-30 (second year):

Call Call Call Call

to customer to verify additional usage of products during the first year. Cross-sell and Up-sell through the list of installed/deployed products. if at first touch, the customer was not sure of usage or if the customer needs more time to add a product. to customer to verify additional usage of products during the second year. Cross-sell and Up-sell through the list of installed/deployed products. if at third touch, the customer was not sure of usage or if the customer needs more time to add a product.
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MMRP Use True-Ups


Taxonomy
Touch First Year T-60 First Year T-30 Second Year T-60 Second Year T-30 Taxonomy (activity description) FY09-MMRP-USES-RQA-TrueUp T60 First Year FY09-MMRP-USES-RQA-TrueUp T30 First Year FY09-MMRP-USES-RQA-TrueUp T60 Second Year FY09-MMRP-USES-RQA-TrueUp T30 Second Year Status Not Started Not Started Not Started Not Started Additional Info AgreementID: xxxxxxx Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx Anniversary Date: mm/dd/yyyy

What it looks like

Remarks
True-ups can be the only source of revenue during three years in accounts with Enterprise Agreement contracts.

Status and Call disposition have to be filled out according to the outcome of the call.

The Comments field can be used to add remarks regarding the execution of the call

The Additional Info field contains the Agreement Id that helps track the contract in MSExplore

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MMRP Use Materials


Customized use message explaining the program. The materials are written in the countrys native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager.

Product Use recommendations

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MMRP - Renew
Concept
Renew expiring contracts with Software Assurance.
Email/Dmail is sent to customers with: Current licensing status Benefits to renew ISRs calls reinforce the materials with follow-up calls.

Touches
Six touches (email/dmail + calls) to guarantee renewal:
1. 2. 3. 4. 5. 6. T-180: T-90: T-60: T-30: T: T+30: 80 days before expiring (Gives time to budget) 90 days before expiring (Gives time to budget) 60 days before expiring (Reminds customer) 30 days before expiring (Follow-up call) Date of expiration (Customer has 30 more days to renew) Last chance to renew

Process (Timeline) How to do it


First touch T-180 Second touch T-90 Third touch T-60 Fourth touch T-30

Agreement End Date

Sixth touch T+30

Fifth touch T First Touch T-180: Second Touch T-90: Call to customer to remind them of the expiring Contract. Close activity if no further action is required. Call to customer to remind them of the expiring Contract. Create an opportunity and close the rest of the renewal activities if the customer is interested. If the customer is not yet sure, close the activity and wait for T-60. Call to customer to remind them of the expiring Contract. Create an opportunity and close the rest of the renewal activities if the customer is interested. If customer is not yet sure, close the activity and wait for T-60. If the customer does not want to renew, create an opportunity at 0% Prospect. One month to renew. Determine if the customer is not renewing, if not, create an opportunity at 0%Prospect and close the activities. Last chance to engage the customer. The customer has 30 more days to renew.
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T-60,T-30 Touches:
Fifth Touch: Sixth Touch:

MMRP - Renew
Taxonomy
All activities have information to track the contract in MSExplore or in EOLAS. The Comments field have detailed information including the AgreementID.
Touch T-180 T-90 T-60 T-30 T T+30 Taxonomy (activity description) FY09-MMRP-RENEW-RQA-T180 FY09-MMRP-RENEW-RQA-T90 FY09-MMRP-RENEW-RQA-T60 FY09-MMRP-RENEW-RQA-T30 FY09-MMRP-RENEW-RQA-T FY09-MMRP-RENEW-RQA-T+30 Status Not Started Not Started Not Started Not Started Not Started Not Started Comments Agreement ID,End Date,Authorization Type,Allocation,Products Agreement ID,End Date,Authorization Type,Allocation,Products Agreement ID,End Date,Authorization Type,Allocation,Products Agreement ID,End Date,Authorization Type,Allocation,Products Agreement ID,End Date,Authorization Type,Allocation,Products Agreement ID,End Date,Authorization Type,Allocation,Products #,License #,License #,License #,License #,License #,License AdditionalInfo Agr. ID,End Date,License Type,Alloc Agr. ID,End Date,License Type,Alloc Agr. ID,End Date,License Type,Alloc Agr. ID,End Date,License Type,Alloc Agr. ID,End Date,License Type,Alloc Agr. ID,End Date,License Type,Alloc

What it looks like


If customer wants to renew the contract, an opportunity has to be created by using this button. The same taxonomy should be used in the Opportunity Name.

Status and Call disposition have to be filled out according to the outcome of the call.

Taxonomy shows when to contact the customer. Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, and products are included in this field.

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MMRP Renew Materials


Customized renewal message explaining the program. The materials are written in the countrys native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager.

Benefits to renew

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Data Quality Profiling


Concept
Every month the CRM Team generates an analysis to detect deficiencies in the basic profile for Accounts and Contacts. Deficiencies are uploaded into Siebel to ISRs as activities that require action. Analysis includes installed platform deficiencies in accounts. The progress in Data Quality will be measured by the corrections done in Siebel, not by the amount of executed activities.

Process How to do it
Every time a call is executed with customers, Data Quality speech should be incorporated . When preparing the call, look for a Data Quality activity to understand the deficiencies that the account has. In a call it is not possible to cover all criteria of the Data Quality activity; however, it is important to cover at least two (better if more) to maintain a good standard of quality in Siebel. Once the call is executed, deficiencies should be corrected with the call outcome.

Remarks
Maintaining good standards in Siebel means we know our customers better, and therefore more accurate initiatives can be run.

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Data Quality Profiling


Taxonomy
Taxonomy (activity description) FY09-DAQU-CALL-RQA-Fase Mantenimiento ActivityType Call - Outbound ActivityCategory Common Activities ActivityPurpose Follow Up Due Date End of Fiscal Year Status In Progress

What it looks like


Deficiencies are uploaded in the Comments field. (Example): Account: Address, Phone Number Platform: Data Base, Messaging, Desktop Operating System, SW ERP-CRM Contacts: Lonardis Olivares (1+7817+46): Email, JobTitle // Andres Rojas (1+7817+47): Email // Carlos Montes Ramirez (1-2BQEN8): JobTitle

Due date is uploaded at the end of the fiscal year (or Q), so that the Data Quality Activities are active during the whole year.

* For a complete list of validating fields and validation rules, see appendix B.

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Data Targeting
Concept
Microsoft can identify customer future value from customer transactional purchasing behavior and industry benchmarks. This analysis helps identify each accounts future potential revenue to Microsoft. There are quite a few models that address different concepts: Cross Sell Next Logical Product Early Adopters Anti-piracy Etc. These models are available to the call center through activities. Data targeting helps improve daily business operations in marketing and sales.

Process How to do it
Data Targeting is executed through 3 Tier contact model MMRP first (Relevant information about products already purchased). When preparing call be ready to discuss any Campaign Scenario and Product listed in the Target set Activities. Data Sets give guidance - Preplanning , which profiling option to begin conversation with. Engage customer in an investigative discussion listen for critical issues, validate and explore for alternatives. For Managed Accounts Depth and Breadth Tier1 and Tier 2: Use Three Tier contact model MMRP or Routing Activity - due date triggers customer contact (Primary reason to contact) Data Target sets linked to Customer Campaign messages - Target activities due date set to the end of the fiscal year Execute at same time For Un-Managed Some customers Accounts Breadth Tier3 and Tier 4: Use Target set list Call Center and Breadth Lead determine customer contact schedule. Start with highest revenue generating products. Each ISR is assigned a customer list of Data Target set Customer Campaign activities for the week. could already have bought the offering product. This happens because the customer buys before Microsoft finishes uploading the predicting activities.

Taxonomy
Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Due Date Status

FY08-MKTG-TARG-RQA-Campaign Name, Product, Prob/PX, Source Call Outbound

Common Activities

Campaign

End of Fiscal Year

Not Started
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Data Targeting
What it looks like
An account could have more than one Data Target Activity. The customer may be interested in more than one depending on how the conversation goes.

Taxonomy shows details of product and probability: FY09-MKTG-TARG-RQA-Campaign Name, Product, Prob/PX, Source Campaign Name: Product: PX: Source: Name of the initiative or Customer Campaign Any P1>=85% P2 >=70% and <=84% P3 >=50% and <=69% LOCAL (if the analysis was generated locally) LATAM (if the analysis was generated by LATAM) CORP (if the analysis was generated in Corp as part of a global campaign)

IE: FY09-MKTG-TARG-RQA-APO, SQL, Prob/P1, LATAM

Feedback from ISRs is registered in Status field: Not Started: If ISR has not yet talked with the customer (default status). In Progress: If the customer is interested but the opportunity is not yet created. If necessary change the due date according to the follow up date. Not Applicable: If customers clearly indicate that they are not and will not be interested in the product in the future. Done: If the customer is interested and an opportunity is created (Use Create Oppty from Activity button).

Only select Done without opening an Opportunity if multi product Opportunity is being opened from another Target Activity.
Additional info shows purchase probability percentage.

Due date is uploaded at the end of the fiscal year (or Q), so Data Target Activities are active during the whole year.
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3 Tier Contact Model - Integrated Execution


Concept
An integrated execution should guarantee that when customers are called, they are contacted with unique speech that gathers information from all pending activities (MMRP, Data Quality, MQPs, etc.). The integrated execution avoids contacting customers several times for different reasons. The 3 Tier Contact Model has three main areas to focus on: 1. MMRP: Provides a reason to contact and builds relationships with customers. A reason to contact helps start the conversation. Afterwards it is possible to expand and complement the conversation to talk about different topics. 2. Data Mining Analysis: Provides a set of mathematical analysis that helps identify each accounts future potential revenue to Microsoft. 3. Data Validation: Use every opportunity to obtain additional data and to validate the date that we already have.

Process How to do it
Validate Opportunities MMRP Routing Call (if there is MMRP as well, then cancel routing) MQPs

Remarks
Activities that require action (RQA) MMRP Routing Calls MQPs Targets Data Quality Etc. Information Activities (FYI) SA Software benefit activation Event Attendance Marketing initiatives

1 Immediate Action

2 Always talk about

Data Quality Targets (when available)

3 Additional information

Event attendance Marketing Initiatives SA Benefit Activation Call (LATAM)

These are informative activities that support calls

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3 Tier Contact Model - Integrated Execution


What it looks like
2.1 Data Quality Activity requires ERP/CRM information

1. RQA / Validate CRM/ERP Oppty

2. Targets and DAQU Activities

Remarks
Cover next points:
1. 2. 3. Validate ERP/CRM opportunity and fulfill platform information (Data Quality Activity) Talk about SQL/Exchange Target P3 (cross-sell that complements ERP/CRM opportunity) Talk about Windows Target P1

Reached Objectives:
1. 2. 3. Opportunity (MQP) was validated Platform was validated Data Quality 2 out of 3 Targets were validated
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MQPs, PQPs and SQPs


Concept
A very active way of generating pipeline in Microsoft is done through events. The generation of revenue is an expected outcome from the execution of a complete events plan. The planning and execution of events have different stages that involve various areas in Microsoft (see the chart below for reference): 1. Planning: Marketing segments create different types of events to fit customers needs. These events can be targeted initiatives, product launch, massive events and even marketing though Partners. 2. Execution and Leads generation: Once marketing is clear on the initiative concept, the execution is done through various channels: Physical Events, Calls, Meetings, Demo Centers, etc. The result of the execution can generate prospects (leads) which are commonly called MQPs (Marketing Qualified Prospects), PQPs(Partner Qualified Prospects) and SQPs (Sales Qualified Prospects) depending on who generated the lead. To detect sales prospects, the Lead Qualification model (BANT) is used. This model is based on four basic questions: B: Budget (Do you have a budget associated with this project?) A: Authority (Are you the business or technical decision maker for this project?) N: Need (Are you looking to implement a project planned in any of the following areas?) T: Time (What is your organization's timeframe to purchase the chosen solution?) MQPs, PQPs, and SQPs are contacts who positively answered at least 3 BANT questions and Need is present.

Once prospects/leads are detected, they are uploaded into Siebel as activities so that the call center can follow them up.
3. 4. Activity follow-up and Pipeline execution: All prospect activities uploaded in Siebel have to be validated with high priority, as customers expect their needs to be fulfilled. If customers needs are real, these activities generate opportunities. Revenue generation: The final expected outcome of the process is Revenue generation and customer satisfaction.

Marketing Inputs Tradeshows Events D/Emails

MQPs

Planning

Partner Inputs Partner referral Through Partner Mktg

PQPs

Sales Inputs 1:Few Events Meetings, calls, events

SQPs

Revenue

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MQPs, PQPs and SQPs


Process How to do it
MQPs, PQPs and SQPS activities have specific due dates that must be respected since customers are waiting for Microsoft to contact them. Customers can be contacted before (but not after) the activity due date. As part of an integrated execution, these activities should appear when querying all pending activities (status = Not Started). Comments and Additional Info fields help understand the event objective. Data like date, country, event name, IDs are specified. If an opportunity is identified , the Create Oppty from Activity button must be used to associate the activity with the opportunity. This is necessary to measure the ROI (Return of Investment) of Marketing Campaigns. Close the activity by setting the Status field to Done.

Taxonomy
Type Taxonomy (activity description) FY09-MKTG-CALL-RQA-Event Date/Country/Event Type/Event Name/WWE_ID FY09-MKTP-CALL-RQA-Validate Oppty Partner Event ActivityType ActivityCategory ActivityPurpose Due Date 7 days after tabulation 7 days after tabulation Status Not Started Not Started Marketing Qualified Prospect Partner Qualified Prospect

MQPs
PQPs

MQP
MQP

Lead
Lead

What it looks like


Taxonomy helps understand source and event type. Keep in mind that events organized by Partners (Through Partner Marketing) can generate leads as well. These leads are uploaded to Siebel with different taxonomy. Not all created MQPs/PQPs generate an opportunity. However, if one is identified, the Create Oppty from Activity button must be used.

Activities are uploaded as soon as leads are detected. Remember that customers are waiting for Microsoft to contact them. Therefore, the sooner the activity is executed, the faster customer expectations are fulfilled.

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Routing Calls
Concept
Microsoft has a Customer Contact Management Strategy that guarantees coverage throughout Accounts in all segments during the whole year. This strategy sets the number of times that customers have to be contacted in the year. The main objective of Contact Management is not to leave customers unattended. This strategy is different depending on the subsidiary and on the account segment. For example: for Depth accounts Microsoft could be interested in contact customers once every two months, but for Breadth accounts once every four only. Contact Management is executed through some instruments: MMRP, Event Activities, Data Sets, Opportunities etc. In a certain period of time, an account might not have any activity or opportunity, and therefore we cannot contact the customer. If the account is not touched, contact strategy is broken and engagement is affected. Routing Calls are created to cover untouched accounts Microsoft can identify when customers are not to be touched and then create a routing call to cover the accounts. Routing Calls force a contact with customers.

Process How to do it
Routing Calls have to be executed as part of the 3 Tier Contact Model. Every time a routing call is found, a speech has to be prepared by looking at the interactions between Microsoft and the customer. Usually routing calls are not accompanied by pending activities, that means that even though calling the customer is necessary, routing calls do not provide a reason to call. That is why looking at the customer history is important to create a logical speech (cross and up sell could help create the reason to contact). There can be some exceptions to the previous point when new MMRP, MQPs or initiatives are created. If the routing call is found with other activities that require action, create the speech bearing in mind these activities and set the routing call to Done in the status field.

Taxonomy

FY09-RUTA-CALL-RQA-Short description FY09-RUTA-CALL-RQA-Short description

ActivityType Call Outbound

ActivityCategory Common Activities

ActivityPurpose Follow Up

Due Date Depends on the strategy

Status Not Started

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Routing Calls
What it looks like

Find Routing Calls by looking at the Taxonomy

Due Date is established by the contact strategy.

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Appendix A Taxonomy Guide


Origin Data Quality Page of reference Description of the activity Type of Activity The proactive Data Quality project guarantees that ISRs verify account's 18,19 information every time they call customers. Call to verify information First phase of the Microsoft Relationship Program welcomes the customer to the Volume Licensing program after 30 days of 4,5,6,7 purchase. ISR executes a call Welcome Call First phase of the Microsoft Relationship Program welcomes the customer to the Volume Licensing program after 30 days of purchase. A welcome Kit containing welcome letter and a detail of licenses of 4,5,6,7 the purchase is sent to customer. Welcome Kit A Deploy email is sent to customer after 60 days of purchase. This email has recommendations to reach a correct deployment of the products. A Deployment follow-up call is executed through ISRs 4,5,8,9 after 90 days of purchase. Deploy A Use email is sent to customer after 60 days of purchase. This email has recommendations to reach the best use experience with Microsoft products. A Use 4,5,10,11,12, follow-up call is executed through ISRs 13 after 90 days of purchase. Use Renew expiring contracts with software assurance. Email/Dmail is sent to customers with current licensing status and benefits to renew. ISRs calls reinforce the materials. This phase is executed 180 days before the contract expires. 4,5,14,15 Renew T-180 Renew expiring contracts with software assurance. Email/Dmail is sent to customers with current licensing status and benefits to renew. ISRs calls reinforce the materials. This phase is executed 90 days before the contract expires. 4,5,14,15 Renew T-90 Renew expiring contracts with software assurance. Email/Dmail is sent to customers with current licensing status and benefits to renew. ISRs calls reinforce the materials. This phase is executed 60 days before the contract expires. 4,5,14,15 Renew T-60 Renew expiring contracts with software assurance. Email/Dmail is sent to customers with current licensing status and benefits to renew. ISRs calls reinforce the materials. This phase is executed 30 days before the contract expires. 4,5,14,15 Renew T-30 Renew expiring contracts with software assurance. Email/Dmail is sent to customers with current licensing status and benefits to renew. ISRs calls reinforce the materials. This phase is executed in the same month of the contract expiring 4,5,14,15 date. Renew T Taxonomy (activity description) FY09-DAQU-CALL-RQA-Data Maintenance Type Call - Outbound Category Common Activities Purpose Follow Up Status In progress

Microsoft Relationship Program

FY09-MMRP-WELC-RQA-Welcome call T+30 Month

Call - Outbound

MMRP

Welcome - Call

Not Started

Microsoft Relationship Program

FY09-MMRP-WELC-FYI-Welcome Kit Month

Direct Mail or Email Outbound

MMRP

Welcome - Kit

Done

Microsoft Relationship Program

FY09-MMRP-DEPL-RQA-Deploy Product. Month

Email - Outbound

MMRP

Deploy - Kit

Not Started

Microsoft Relationship Program

FY09-MMRP-USES-RQA-Use Product. Month

Email - Outbound

MMRP

Use - Kit

Not Started

Microsoft Relationship Program

FY09-MMRP-RENEW-RQA-T180

Call - Outbound

MMRP

Renew - Call

Not Started

Microsoft Relationship Program

FY09-MMRP-RENEW-RQA-T90

Call - Outbound

MMRP

Renew - Call

Not Started

Microsoft Relationship Program

FY09-MMRP-RENEW-RQA-T60

Call - Outbound

MMRP

Renew - Call

Not Started

Microsoft Relationship Program

FY09-MMRP-RENEW-RQA-T30

Call - Outbound

MMRP

Renew - Call

Not Started

Microsoft Relationship Program

FY09-MMRP-RENEW-RQA-T

Call - Outbound

MMRP

Renew - Call

Not Started

Appendix A Taxonomy Guide


Origin Microsoft Relationship Program Page of reference Description of the activity Type of Activity This is the last opportunity for customers to renew an expiring contract. An ISR call is executed 30 days after the contract 4,5,14,15 expiring date. Renew T+30 In some regions a Demo Center can show products or solutions to customers. The execution of this activity is registered for Democenter - Register of 4,5,14,15 ISRs information. Execution The execution of a teleconference is registered for ISRs information. Webcasts assistance are registered for ISRs information. Webcasts invitations are registered for ISRs information. MQPs Follow-up is done by ISRs though activities Teleconference - Register of Execution Webcast - Assistance Webcast - Invitation MQPs Follow-up Call Taxonomy (activity description) Type Category Purpose Status FY09-MMRP-RENEW-RQA-T+30 Call - Outbound MMRP Renew - Call Not Started

Marketing Marketing Marketing Marketing Marketing Marketing Marketing Marketing Marketing

FY09-MKTG-DEMO-FYI-Short description FY09-MKTG-TCON-FYI-Short description FY09-MKTG-WBCA-FYI-Short description FY09-MKTG-WBCA-FYI-Short description FY09-MKTG-CALL-FYI-Event Date/Country/Event Type/Event Name/WWE_ID FY09-MKTG-EVEA-FYI-Short description FY09-MKTG-EVEI-FYI-Short description FY09-MKTG-MAIL-FYI-Short description(specify it is an e-

Meeting Meeting Meeting Meeting MQP Meeting Meeting Email - Outbound Email - Outbound

Event Event Event Event Lead Event Event Common Activities Common Activities

Attendance Attendance Attendance Invitation Marketing Qualified Prospect Attendance Invitation Campaign Campaign

Done Done Done Done Not Started Done Done Done Done

Events assistances are registered for ISRs information. Event - Assistance Events invitations are registered for ISRs information. Event - Invitation

Marketing activities can include sending eMail to customers e-Mail Marketing activities can include sending direct Mail to customers Microsoft can identify customer future value from Customer transactional purchasing behavior and industry benchmarks through predictive models. These models help identify each accounts future potential revenue to Microsoft and help improve daily business operations in marketing and sales. Marketing activities can be supported by ISRs calls. To differentiate from each other, the short description has to clearly describe the activity. Marketing events executed through partners can be registered for ISRs information (Assistance) Marketing events executed through partners can be registered for ISRs information (Invitation) Marketing through partners activities can include sending e-Mail to customers Marketing through partners activities can include sending direct Mail to customers The group to identify opportunity prospects (prospecting machine) can create an activity to ISRs after calling to customers. ISRs get deeper in the customer request. Direct Mail

mail campaign)

FY09-MKTG-MAIL-FYI-Short description

Marketing

20.21

Data Sets/Targets

FY08-MKTG-TARG-RQA-Campaign Name, Product, Prob/PX, Source

Corresp/Letter Outbound

Account Planning

Executive Business Review

Not Started

Marketing Marketing through Partner Marketing through Partner Marketing through Partner Marketing through Partner

Follow-up Call Marketing through Partner Assistance Marketing through Partner Invitation Marketing through Partner eMail Marketing through Partner Direct Mail

FY09-MKTG-CALL-RQA-Short description

Call - Outbound

Common Activities

Follow Up

Not Started

FY09-MKTP-EVEA-FYI-Short description

Meeting

Event

Attendance

Done

FY09-MKTP-EVEI-FYI-Short description FY09-MKTP-MAIL-FYI-Short description(specify it is an e-

Meeting Email - Outbound Corresp/Letter Outbound

Event Common Activities Common Activities

Invitation Campaign Campaign

Done Done Done

mail campaign)

FY09-MKTP-MAIL-FYI-Short description

Prospecting Machine

Follow-up Call

FY09-PMAC-CALL-RQA-Short description

Call - Outbound

Common Activities

Follow Up

Not Started

Appendix A Taxonomy Guide


Origin Page of reference Description of the activity Routing calls are used to guarantee a constant contact with customers. These activities are executed to contact customers only if there are not other activities. Type of Activity Taxonomy (activity description) Type Category Purpose Status Common Activities Common Activities Common Activities BSA Common Activities Not Started Not Started Not Started

Routings calls Partners CPE - World Wide Customer Sasisfaction Survey Licensing Activities / SAM Dynamics

Follow-up Call

FY09-RUTA-CALL-RQA-Short description FY09-PTNS-CALL-RQA-Short description FY09-IROS-CALL-RQA-Short description

Call - Outbound Call - Outbound Call - Outbound

Follow Up Follow Up Follow Up

Customer Service

Customer Service

Customer Service

Calls to partners Follow-up Call After the World Wide Customer Satisfaction Survey, some complaints IROS to follow-up about bad experiences with Microsoft are registered in an IRO activity for follow-up. A call from the AntiPiracy group to contact customers. Follow-up Call A call from Dynamics to follow-up certain initiatives Follow-up Call Customer service can create an activity to ISRs after receiving a call from customers. These activities represent potential opportunities and are executed Phone call that requires by ISRs. further action Customer service can create an activity to ISRs after chatting with customers. These activities represent potential opportunities Chat that requires further and are executed by ISRs. action Customer service can create an activity to ISRs detecting a customer opportunity from a web form. These activities are Online Form that raises an executed by ISRs. action

FY09-LICC-CALL-RQA-Short description FY09-DYNA-CALL-RQA-Short description

Call - Outbound Call - Outbound

License Inconsistency Not Check Started Not Follow Up Started

FY09-CSRV-CALL-RQA-OPPTY VALIDATION Customer

Campaign Name

Call - Outbound

Common Activities Common Activities Common Activities

Follow Up

Not Started Not Started Not Started

FY09-CSRV-CHAT- RQA-OPPTY VALIDATION Customer

Campaign Name

Web - Inbound

Follow Up

FY09-CSRV-FORM- RQA-OPPTY VALIDATION Customer

Campaign Name

Web - Inbound

Follow Up

36

Appendix B Data Quality Fields Guide


Accounts
Field Organization Name Address 1 Rule a) Field length must be greater than 2 b) Field must not be null a) Field length greater that 10 and less than 25 b) Field must not be null c) Field must not contain words like "undefined", "unknown" or any other unclear word a) Field length must be greater than 2 b) Field must not be null c) Field must not contain words like "undefined", "unknown" or any other unclear word d) Must be the same as the field Site a) Field length must be greater than 2 b) Field must not be null c) Field must not contain words like "undefined", "unknown" or any other unclear word d) Must be the same as the field City a) Field length must be greater than 7 b) Field must not be null a) Field must not be null a) Field must not be null a) Field must not be null b) For "Low Small Business" and "Core Small Business", field must be greater or equal than 0 c) For the rest of segments, length must be greater than 0 a) Field must not be null b) For "Low Small Business" and "Core Small Business", field must be greater or equal than 0 c) For the rest of segments, length must be greater than 0 a) Field must not be null b) Field length must be greater than 0 a) Field must not be null b) Field length must be greater than 0 a) Field must not be null b) Field length must be greater than 0 a) Field must not be null b) Field length must be greater than 0 Reason to correct Company name is printed in all letters and communications with customers. Geographical localization, sent of correspondence, and the correct localization of the company's revenue Geographical localization, sent of correspondence, and the correct localization of the company's revenue

City

Site

Geographical localization, sent of correspondence, and the correct localization of the company's revenue Main way of communication with company Geographical localization, and sent of correspondence. Identification of the Market segment to target specific products Defines the segment and the work strategy to the company

Main Phone Number State Vertical Industry Site Servers

Total Servers Site PCs Total PCs Employees At Site Total Employees

Defines the segment and the work strategy to the company Defines the segment and the work strategy to the company Defines the segment and the work strategy to the company Defines the segment and the work strategy to the company Defines the segment and the work strategy to the company

37

Appendix B Data Quality Fields Guide


Contacts
Field First Name Last Name Job Title Rule a) Field b) Field a) Field b) Field a) Field b) Field Reason to correct length must be greater than 2 must not be null length must be greater than 2 must not be null length must be greater than 2 must not be null Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) Helps marketing activities to have better approach with customers.

Job Role

a) Field must not be null

Helps understand the approach with customers in the sales process

Marketing Audience a) Field must not be null

Helps understand the approach with customers in the sales process

Vertical Industry

Email

a) Field must not be null Helps understand the approach with customers in the sales process a) Field must not be null b) Field must not contain strange characters (%,/,etc.) Communications, support material, event invitations. Important contact mean for Microsoft c) Correct usage of point in the extension d) Field length must be greater than 7 e) Field must have at sign (@)

Profile
Data Quality is focused in obtaining seven categories in account profile:

Category Desktop Operating System Server Operating System Data Base Messaging Desktop Tools ERP CRM

38