R00 manual guía call center

CallCenter

ProceduresGuide

CallCenterProceduresGuide

2

Table of Contents

Customer Engagement and Relationship Strategy (Introduction to the model) 3Execution through Activities (basics) 5Mid Market Relationship program 7

1. Welcome 92. Deploy 123. Use 154. Use – True-ups 17

5.Renew 20Data Quality 23Data Targeting 253 Tier Contact Model - Integrated Execution 27MQPs and PQPs 29Routing Calls 31Appendix A – Taxonomy Guide 33Appendix B – Data Quality Fields Guide 36


3

Customer Engagement and Relationship Strategy

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 fi rst 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 benefi ts 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 Microsoft’s 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 customer’s well being, responding promptly to their queries and complaints and by providing value

C O N C E P T


4

Customer Engagement and Relationship Strategy

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

3 T I E R C O N T A C T M O D E L

What Why

Improve engagement and account CPE Always add value – Building relationship

Maximize account revenue 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

Improve account knowledge We need to use every opportunity to obtain additional data about

our customers and validate the data that we already have.


5

Execution through Activities C O N C E P T

• 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 have taxonomy to differentiate from each other.

• Taxonomy helps identify the type of activity. It is registered in the DESCRIPTION fi eld

• Taxonomy is divided in segments that show: Fiscal Year, origin, type of activity, action, additional description:

FiscalYear-Origin-Type-Action-Description E.g.: FY09-MMRP-WELC-RQA-Welcome May

T A X O N O M Y

S O M E E X A M P L E S

• Activities in Siebel have a set of fi elds 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.


6

Execution through Activities W H A T I T L O O K S L I K E

R E M A R K S

• The status of marketing initiatives is measured with activity execution by analyzing the activity fi elds. Therefore the correct fulfi llment of the fi elds is critical.• The activity fi elds 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.

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.

Description:Helps understand the activity purpose.

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

Status: Shows 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.

Call Disposition:Only if the activity requires action. This fi eld registers feedback about the activity execution (No interest in subject, no phone, interested, etc.).

Additional Information:Same as Comments.


7

Mid Market Relationship Program (MMRP)C O N C E P T

• 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 customer’s 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.

O B J E T I V E S

• Improve customer satisfaction and engagement with MS

• Increase cross-sell and up-sell• Improve customer knowledge• Maximize renewal revenue rates • Maximize deployment

• MMRP has four phases with specifi c messages at a specifi c 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.

P H A S E S – T I M E L I N E P R O C E S S

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


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• MMRP provides a determinant reason to contact customers at a specifi c time and via a specifi c 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

Mid Market Relationship Program (MMRP)R E M A R K S


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MMRP - WelcomeC O N C E P T

• 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: 1. Customized messages for: - Purchases with or without Software Assurance. - Different license types: Enterprise agreement, Select or Open. 2. Summary of purchased licenses. 3. Step-by-step guide to register OPEN or MVLS products in the volume licensing webpage. 4. Software Assurance Benefi ts. 5. Web resources to implement products.

• ISRs reinforce the materials with follow-up calls.

• Every time a customer purchases a new Microsoft product, two activities are uploaded into Siebel with a specific date to contact:

Welcome Kit activity: This is an informative activity that is created to register the email or direct mail sent to customer.Welcome Call activity: This activity is created to reinforce Welcome kit through a follow up call. This activity has to be executed by the ISR.

• When executing the call:

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

P R O C E S S – H O W T O D O I T

Type of Activity Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Status

Welcome Call FY09-MMRP-WELC-RQA-Welcome call T+30 Month Call - Outbound MMRP Welcome - Call Not Started

Welcome Kit FY09-MMRP-WELC-FYI-Welcome Kit Month Direct Mail or Email - Outbound MMRP Welcome - Kit Done

T A X O N O M Y


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MMRP - WelcomeW H A T I T L O O K S L I K E

Status and Call disposition have to be fi lled 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 fi eld.


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MMRP – Welcome MaterialsCustomized welcome message explaining the program.

The materials are written in the country’s 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

C O N C E P T

• 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.


• 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 benefi ts.


T A X O N O M Y


Deploy FY09-MMRP-DEPL-RQA-Deploy Product Month Email - Outbound MMRP Deploy - Kit Not Started


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MMRP – DeployW H A T I T L O O K S L I K E


Taxonomy helps identify the activity



14

MMRP – Deploy MaterialsCustomized deploy message explaining the program.The materials are written in the country’s native language.



Support resources to deploy products


15

MMRP - Use

C O N C E P T

• This phase provides recommendations to achieve the best usage of Microsoft products.

• Use email is sent to customer after six months of purchase.


P R O C E S S – H O W T O D O I T• 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 benefi ts.

T A X O N O M Y


Use FY09-MMRP-USES-RQA-Use Product Month Email - Outbound MMRP Use - Kit Not Started

R E M A R K SA good use experience of products and benefi ts helps develop the customer’s potential and leads to customer satisfaction.


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W H A T I T L O O K S L I K E


Taxonomy helps identify the activity


MMRP - Use


17

MMRP Use – True-UpsC O N C E P T

• True-ups is a benefi t 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 fi rst 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

T O U C H E S

• Four touches: Two at the end of the fi rst year and two at the end of the second one:

• First year T-60: 60 days before fi rst year of contract (Gives time to cross/up sell)

• First year T-30: 30 days before fi rst 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)

• Second year T-60: 60 days before second year of contract (Gives time to cross/up sell)

• Second year T-30: 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

will be made at the end of the fi rst 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 fi rst or second year.

• This call leverages Cross-sell and Up-sell, i.e.: If a customer has SQL Server and Offi ce, a BI speech

can be addressed.

• Customers might not be aware of this benefi t, therefore this touch can help improve the usage of true-ups.

P R O C E S S ( T I M E L I N E ) – H O W T O D O I T

• First Touch T-60 (first year): Call to customer to verify additional usage of products during the fi rst year. Cross-sell and Up-sell through the list of installed/deployed products.

• Second Touch T-30 (first year): Call if at fi rst touch, the customer was not sure of usage or if the customer needs more time to add a product.

• Third Touch T-60 (second year): Call to customer to verify additional usage of products during the

second year. Cross-sell and Up-sell through the list of installed/deployed products.

• Fourth Touch T-30 (second year): Call 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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T A X O N O M Y

MMRP Use – True-UpsTouch Taxonomy (activity description) Status Additional Info

First Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 First Year Not Started AgreementID: xxxxxxx

Anniversary Date: mm/dd/yyyy

First Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 First Year Not Started AgreementID: xxxxxxx


Second Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 Second Year Not Started AgreementID: xxxxxxx


Second Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 Second Year Not Started AgreementID: xxxxxxx



R E M A R K S

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

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


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


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MMRP Use MaterialsCustomized use message explaining the program.The materials are written in the country’s native language.



Product Use recommendations


20

MMRP - RenewC O N C E P T

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

T O U C H E SSix touches (email/dmail + calls) to guarantee renewal:

• T-180: 80 days before expiring (Gives time to budget)• T-90: 90 days before expiring (Gives time to budget)

• T-60: 60 days before expiring (Reminds customer)• T-30: 30 days before expiring (Follow-up call)• T: Date of expiration (Customer has 30 more days to renew)• T+30: Last chance to renew

P R O C E S S ( T I M E L I N E ) – H O W T O D O I T

• First Touch T-180: Call to customer to remind them of the expiring Contract. Close activity if no further action is required.

• Second Touch T-90: 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.

• T-60,T-30 Touches: 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.

• Fifth Touch: One month to renew. Determine if the customer is not renewing, if not, create an opportunity at 0%Prospect and close the activities.

• Sixth Touch: Last chance to engage the customer. The customer has 30 more days to renew.


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Touch Taxonomy (activity description) Status Comments AdditionalInfo

T-180 FY09-MMRP-RENEW-RQA-T180 Not Started Agreement ID,End Date,Authorization #,License Type,Allocation,Products Agr. ID,End Date,License Type,Alloc




T FY09-MMRP-RENEW-RQA-T Not Started Agreement ID,End Date,Authorization #,License Type,Allocation,Products Agr. ID,End Date,License Type,Alloc

T+30 FY09-MMRP-RENEW-RQA-T+30 Not Started Agreement ID,End Date,Authorization #,License Type,Allocation,Products Agr. ID,End Date,License Type,Alloc

MMRP - RenewT A X O N O M Y


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.


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 fi eld.


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MMRP - Renew MaterialsCustomized renewal message explaining the program.The materials are written in the country’s native language.



Benefi ts to renew


23

Data Quality – Profi ling

C O N C E P T

• Every month the CRM Team generates an analysis to detect defi ciencies in the basic profi le for Accounts and Contacts.

• Defi ciencies are uploaded into Siebel to ISRs as activities that require action.

• Analysis includes installed platform defi ciencies in accounts.

• The progress in Data Quality will be measured by the corrections done in Siebel, not by the amount of executed activities.

• 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 defi ciencies 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, defi ciencies should be corrected with the call outcome.


R E M A R K S

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

T A X O N O M Y

Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Due Date Status

FY09-DAQU-CALL-RQA-Fase Mantenimiento Call - Outbound Common Activities Follow Up End of Fiscal Year In Progress


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Data Quality – Profi ling


Defi ciencies are uploaded in the Comments fi eld.(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 fi scal 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 TargetingC O N C E P T

• Microsoft can identify customer future value from customer transactional purchasing behavior and industry benchmarks.

• This analysis helps identify each account’s 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.

• Data Targeting is executed through 3 Tier contact model – MMRP fi rst (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 profi ling 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 fi scal year - Execute at same time

• For Un-Managed 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.

• Some customers could already have bought the offering product. This happens because the customer buys before Microsoft fi nishes uploading the predicting activities.


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

T A X O N O M Y


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Data TargetingW H A T I T L O O K S L I K E

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.

Taxonomy shows details of product and probability:

FY09-MKTG-TARG-RQA-Campaign Name, Product, Prob/PX, SourceCampaign Name: Name of the initiative or Customer Campaign Product: Any PX: P1>=85% P2 >=70% and <=84% P3 >=50% and <=69% Source: 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

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.

Additional info shows purchase probability percentage.

Due date is uploaded at the end of the fi scal year (or Q), so Data Target Activities are active during the whole year.


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3 Tier Contact Model - Integrated Execution

C O N C E P T

Activities that require action (RQA)• MMRP• Routing Calls• MQPs• Targets• Data Quality• Etc.

Information Activities (FYI)• SA Software benefi t activation• Event Attendance• Marketing initiatives

• 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 account’s future potential revenue to Microsoft.

3. Data Validation: Use every opportunity to obtain additional data and to validate the date that we already have.

P R O C E S S – H O W T O D O I T R E M A R K S


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3 Tier Contact Model - Integrated Execution


2.1 Data Quality Activity requires ERP/CRM information

1. RQA / Validate CRM/ERP Oppty

2. Targets and DAQU Activities

Cover next points:• Validate ERP/CRM opportunity and fulfi ll 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:• Opportunity (MQP) was validated• Platform was validated � Data Quality• 2 out of 3 Targets were validated

R E M A R K S


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MQPs, PQPs and SQPsC O N C E P T

• 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 fi t 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 Qualifi ed Prospects), PQPs(Partner Qualifi ed Prospects) and SQPs (Sales Qualifi ed Prospects) depending on who generated the lead.

To detect sales prospects, the Lead Qualifi cation 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.

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 fulfi lled. If customers’ needs are real, these activities generate opportunities.

5. Revenue generation: The fi nal expected outcome of the process is

Revenue generation and customer satisfaction.


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MQPs, PQPs and SQPsP R O C E S S – H O W T O D O I T

• MQPs, PQPs and SQPS activities have specifi c 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 fi elds help understand the event objective. Data like date, country, event name, IDs are specifi ed.

• If an opportunity is identifi ed , 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 fi eld to Done.

T A X O N O M Y


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 identifi ed, 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 fulfi lled.

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

MQPs FY09-MKTG-CALL-RQA-Event Date/Country/Event Type/Event Name/WWE_ID MQP LeadMarketing Qualified

Prospect

7 days after

tabulation

Not

Started

PQPs FY09-MKTG-CALL-RQA-Event Date/Country/PQP/Event Name/WWE_ID MQP LeadPartner Qualified

Prospect

7 days after

tabulation

Not

Started


31

Routing CallsC O N C E P T

• 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.


• 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 fi eld.

T A X O N O M Y

FY09-RUTA-CALL-RQA-Short description ActivityType ActivityCategory ActivityPurpose Due Date Status

FY09-RUTA-CALL-RQA-Short description Call – Outbound Common Activities Follow Up Depends on the strategy Not Started


32

Routing CallsW H A T I T L O O K S L I K E

Find Routing Calls by looking at the Taxonomy

Due Date is established by the contact strategy.


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Appendix A – Taxonomy GuideOrigin

Pageofreference Description of the activity Type of Activity

Taxonomy(activity description) Type Category Purpose Status

Data Quality 23,24

The proactive Data Quality project guarantees that ISRs verify account's information every time they call customers.

Call to verify information FY09-DAQU-CALL-RQA-Data Maintenance Call - Outbound

CommonActivities Follow Up

In progress

Microsoft Relationship Program 7-11

First phase of the Microsoft Relationship Program welcomes the customer to the Volume Licensing program after 30 days of purchase. ISR executes a call Welcome Call FY09-MMRP-WELC-RQA-Welcome call T+30 Month Call - Outbound MMRP Welcome - Call

NotStarted

Microsoft Relationship Program 7-11

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 the purchase is sent to customer. Welcome Kit FY09-MMRP-WELC-FYI-Welcome Kit Month

Direct Mail or Email - Outbound MMRP Welcome - Kit Done

Microsoft Relationship Program 7,8,12,13,14

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 after 90 days of purchase. Deploy FY09-MMRP-DEPL-RQA-Deploy Product. Month Email - Outbound MMRP Deploy - Kit NotStarted


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 follow-up call is

executed through ISRs after 90 days of purchase. Use FY09-MMRP-USES-RQA-Use Product. Month Email - Outbound MMRP Use - Kit NotStarted


In Enterprise Agreements contracts, it is possible to add products to the contract after the first and second year. Use email is sent to customer after 30 years of the first

and second year of th EA anniversary. A Use follow-up call is executed through ISRs to validate the additional products that the customer has installed. Use-TrueUps

FY09-MMRP-USES-RQA-TrueUp T30 (First Year/Second Year) Email - Outbound MMRP Use - Kit

NotStarted


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. Renew T-180 FY09-MMRP-RENEW-RQA-T180 Call - Outbound MMRP Renew - Call

NotStarted




NotStarted




NotStarted




NotStarted



This phase is executed in the same month of the contract expiring date. Renew T FY09-MMRP-RENEW-RQA-T Call - Outbound MMRP Renew - Call

NotStarted


34

Appendix A – Taxonomy GuideOrigin

Pageof 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 expiring date. Renew T+30 FY09-MMRP-RENEW-RQA-T+30 Call - Outbound MMRP Renew - Call

NotStarted

Marketing In some regions a Demo Center can show products or solutions to customers. The execution of this activity is registered for ISRs information.

Democenter - Register of Execution FY09-MKTG-DEMO-FYI-Short description Meeting Event Attendance Done

Marketing The execution of a teleconference is register for ISRs information. Teleconference - Register of Execution FY09-MKTG-TCON-FYI-Short description Meeting Event Attendance Done

Marketing Webcasts assistance are registered for ISRs information. Webcast - Assistance FY09-MKTG-WBCA-FYI-Short description Meeting Event Attendance Done

Marketing Webcasts invitations are registered for ISRs information. Webcast - Invitation FY09-MKTG-WBCA-FYI-Short description Meeting Event Invitation Done

Marketing Events assistances are registered for ISRs information. Event - Assistance FY09-MKTG-EVEA-FYI-Event Date/Country/Event Type/Event Name/WWE_ID Meeting Event Attendance Done

Marketing Events invitations are registered for ISRs information. Event - Invitation FY09-MKTG-EVEI-FYI-Short description Meeting Event Invitation Done

Marketing 29,30After an event is tabulated, MQPs can be generated. ISRs follow-up the lead. MQPs

FY09-MKTG-CALL-RQA-Event Date/Country/Event Type/Event Name/WWE_ID MQP Lead

Marketing Qualified Prospect

NotStarted

Marketing Marketing activities can include sending e-Mail to customers e-Mail

FY09-MKTG-MAIL-FYI-Shortdescription(specify it is an e-mail campaign) Email - Outbound

CommonActivities Campaign Done

Marketing Marketing activities can include sending direct Mail to customers Direct Mail FY09-MKTG-MAIL-FYI-Short description Email - Outbound CommonActivities Campaign Done

Marketing 25,26

Microsoft can identify customer future value from Customer transactional purchasing behavior and industry benchmarks through predictive models. These models help identify each account’s future potential revenue to

Microsoft and help improve daily business operations in marketing and sales. Data Sets/Targets

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

CommonActivities Campaign

NotStarted

Marketing Marketing activities can be supported by ISRs calls. To differentiate from each other, the short description has to clearly describe the activity. Follow-up Call FY09-MKTG-CALL-RQA-Short description Call - Outbound


NotStarted

Marketing through Partner

Marketing events executed through partners can be registered for ISRs information (Assistance)

Marketing through Partner - Assistance FY09-MKTP-EVEA-FYI-Short description Meeting Event Attendance Done

Marketing through Partner 29,30

After an Partner event is tabulated, PQPs can be generated. ISRs to follow-up the lead. PQPs

FY09-MKTG-CALL-RQA-Event Date/Country/PQP/Event Name/WWE_ID MQP Lead

Partner Qualified Prospect

NotStarted


Marketing events executed through partners can be registered for ISRs information (Invitation)

Marketing through Partner - Invitation FY09-MKTP-EVEI-FYI-Short description Meeting Event Invitation Done


Marketing through partners activities can include sending e-Mail to customers

Marketing through Partner - eMail

FY09-MKTP-MAIL-FYI-Shortdescription(specify it is an e-mail campaign) Email - Outbound



Marketing through partners activities can include sending direct Mail to customers

Marketing through Partner - Direct Mail FY09-MKTP-MAIL-FYI-Short description Corresp/Letter - Outbound


Prospecting Machine

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. Follow-up Call FY09-PMAC-CALL-RQA-Short description Call - Outbound


NotStarted


35

Appendix A – Taxonomy Guide

OriginPageof reference Description of the activity Type of Activity


Routings calls 31,32

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. Follow-up Call FY09-RUTA-CALL-RQA-Short description Call - Outbound Common Activities Follow Up

NotStarted

Partners Calls to partners Follow-up Call FY09-PTNS-CALL-RQA-Short description Call - Outbound Common Activities Follow Up NotStarted

CPE

After the World Wide Customer Satisfaction Survey,some complaints about bad experiences with Microsoft are registered in an IRO activity for follow-up. IROS to follow-up FY09-IROS-CALL-RQA-Short description Call - Outbound Common Activities Follow Up

NotStarted

CPECalls to customers related to Customer and Partner Experience Follow-up Call

FY09-CPEX-CALL-RQA-Conditions of Satisfaction Survey-Empresa Call - Outbound COS Agreement Initial Discussion

NotStarted

Licensing Activities / SAM A call from the AntiPiracy group to contact customers. Follow-up Call FY09-LICC-CALL-RQA-Short description Call - Outbound BSA

LicenseInconsistency Check

NotStarted

Dynamics A call from Dynamics to follow-up certain initiatives Follow-up Call FY09-DYNA-CALL-RQA-Short description Call - Outbound Common Activities Follow Up NotStarted

Customer Service

Customer service can create an activity to ISRs after receiving a call from customers. These activities represent potential opportunities and are executed by ISRs.

Phone call that requires further action

FY09-CSRV-CALL-RQA-OPPTY VALIDATION Customer Campaign Name Call - Outbound Common Activities Follow Up

NotStarted

Customer Service

Customer service can create an activity to ISRs after chatting with customers. These activities represent potential opportunities and are executed by ISRs.

Chat that requires further action

FY09-CSRV-CHAT- RQA-OPPTY VALIDATION Customer Campaign Name Web - Inbound Common Activities Follow Up

NotStarted

Customer Service

Customer service can create an activity to ISRs detecting a customer opportunity from a web form. These activities are executed by ISRs.

Online Form that raises an action

FY09-CSRV-FORM- RQA-OPPTY VALIDATION Customer Campaign Name Web - Inbound Common Activities Follow Up

NotStarted


36

Appendix B – Data Quality Fields GuideA C C O U N T S

Field Rule Reason to correct

Organization Name a) Field length must be greater than 2

Company name is printed in all letters and communications with customers. b) Field must not be null

Address 1

a) Field length greater that 10 and less than 25 Geographical localization, sent of correspondence, and the correct localization of the company's revenue

b) Field must not be null

c) Field must not contain words like "undefined", "unknown" or any other unclear word

City

a) Field length must be greater than 2

Geographical localization, sent of correspondence, and the correct localization of the company's revenue



d) Must be the same as the field Site

Site

a) Field length must be greater than 2

Geographical localization, sent of correspondence, and the correct localization of the company's revenue



d) Must be the same as the field City

Main Phone Numbera) Field length must be greater than 7

Main way of communication with company b) Field must not be null

State a) Field must not be null Geographical localization, and sent of correspondence.

Vertical Industry a) Field must not be null Identification of the Market segment to target specific products

Site Servers

a) Field must not be null

Defines the segment and the work strategy to the company 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

Total Servers


Defines the segment and the work strategy to the company 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

Site PCs a) Field must not be null

Defines the segment and the work strategy to the company b) Field length must be greater than 0

Total PCs a) Field must not be null


Employees At Site a) Field must not be null


Total Employees


Defines the segment and the work strategy to the company

b) Field length must be greater than 0


37

Appendix B – Data Quality Fields GuideC O N T A C T S

Field Rule Reason to correct

First Namea) Field length must be greater than 2

Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) b) Field must not be null

Last Namea) Field length must be greater than 2

Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) b) Field must not be null

Job Title a) Field length must be greater than 2

Helps marketing activities to have better approach with customers. b) Field must not be null

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 a) Field must not be null Helps understand the approach with customers in the sales process

Email


Communications, support material, event invitations. Important contact mean for Microsoft

b) Field must not contain strange characters (%,/,etc.)

c) Correct usage of point in the extension

d) Field length must be greater than 7

e) Field must have at sign (@)

P R O F I L E

Data Quality is focused in obtaining seven categories in account profi le:Category

Desktop Operating System

Server Operating System

Data Base

Messaging

Desktop Tools

ERP

CRM

R00 manual guía call center

Technology

countrys native

enterprise

started agreement

verify additional

taxonomy helps

verify additional

agreement

data quality