Call center guide 3 tier contact model

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Call center guide 3 tier contact model

  1. 1. Call Center Procedures Guide 1 CRM Team
  2. 2. 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 2
  3. 3. Customer Engagement and Relationship StrategyConcepto• Microsoft Customer Engagement and Relationship Strategy se basa en la ejecución de un modelo que permite agregar valor tanto a clientes activos e inactivos.• Este modelo se llama 3 Tier Contact Model y tiene tres pilares: 1. Mid Market Relationship Program y LTV: Provee una razón para contactar y ayuda a conectarse con el cilente  Crear relacionamiento y confianza. Para clientes inactivos, construir un relacionamiento Comienza aún antes que adquieran por primera vez. 2. Targeted Marketing: Ayuda a vender. Ser conciente y cauteloso cuando estás vendiendo activamente. Esto puede ser sólo “plantar una semilla” por lo que se dará seguimiento durante 6 meses. Los clientes de Mid Market adquieren lo que beneficia su negocio y se enfoca en sus necesidades – “valor agregado” – Los mensajes de las campañas deben enfocarse a los puntos de pain. 3. Validación de Datos: Mejor entendimiento y conocimiento del cliente. Microsoft confía en los datos en nuestro sistema. Mejora los tiempos. Siempre actualiza GSX para que en la siguiente conversación sea contextual y puedas referirte a lo que se discutió previamente.• Construye confianza al cuidar los intereses, aprender sobre los requerimientos de negocio y proveer valor en cada interacción• Crear profundidad en el relacionamiento teniendo contactos regulares con multiples BDMs y TDMs y ofreciendo soluciones a través de las empresas• Retener/Incrementar la Penetración ofreciendo la mezcla de productos/soluciones que se relacionen a las necesidades del cliente e incremente el posicionamiento dentro de la corporación manteniendo informado al cliente sobre nuevos productos y mejoras• Incrementar el conocimiento de Microsoft de la base de clientes manteniendo registros de alta calidad, interactuando con cada cliente y agregando estandares de calidad y requerimiento de datos• Mejorar la experiencia del Cliente (CPE) demostrando interés sincero para el bien del cliente, respondiendo ágilmente a sus quejas y situaciones proveyendo valor 3
  4. 4. Customer Engagement and Relationship Strategy3 Tier Contact Model Qué Por qué 1.Reason to contact (Razón para contactar) = Relationship Siempre agrega valor – Construir relacionamiento Mejorar el compromiso y CPE de LTV determina – Asignación de Portafolio de Cuentas y cuentas frecuencia de contacto 2. Selling (Campañas) Los objetivos de marketing significa que hablas con el cliente sobre cosas que requiere. Los mensajes de Campañas aseguran que éste es el lenguaje y Maximiza el revenue de la cuenta contexto del cliente 3. Entendimiento Profundo del Cliente = Datos Necesitamos usar cada oportunidad para obtener datos Mejorar el conocimiento de Cuentas adicionales sobre nuestros clientes y validar los datos que todavía tenemos.Cada componente del 3 Tier Contact Model se explicará detalladamente en éste manual. 4
  5. 5. Execution through ActivitiesConcepto• El contacto con los clientes se basa en la ejecución de las actividades en GSX. Esto significa que todas las interacciones con las cuentas o los contactos están registrados en el módulo de la actividad en la herramienta de CRM..• Éstos son algunos de los tipos de interacciones: – Asistencia a Eventos – Correo directo/Email – Llamadas de seguimiento – Actividades TPM – IROs – Objetivos – Etc.• Las actividades en Siebel tiene un conjunto de campos que tanto ayudan a comprender el objetivo de esas actividades, y el resultado de la ejecución.• Las interacciones con los clientes pueden requerir medidas adicionales (llamadas a los clientes, reasignar la actividad a cualquier otra persona, etc) o puede ser de carácter informativo solamente.• Actividades informativas dar apoyo a actividades de acción necesarios.Taxonomía• Cada Actividad tiene su propia taxonomía para diferenciar a cada una.• La Taxonomía ayuda a identificar el tipo de actividad. Se registra en el campo de DESCRIPTION• La Taxonomía se divide en los segmentos que muestra: Fiscal Year, origen, tipo de actividad, acción, descripción adicional: FiscalYear-Origen-Tipo-Acción-Descripción E.g.: FY11-MMRP-WELC-RQA-Welcome MaySome examples* Para la lista completa de taxonomias, ver appendix A 5
  6. 6. Execution through Activities Cómo se veCreate Oppty from Status: Muestra el status de laActivity: Si la ejecución de actividad:la actividad lleva a la • not started: Aún no se hacreación de una ejecutado.oportunidad, éste botón • In progress: Está siendodebe utilizarse para crear procesada.una y asociarla con la • Done: Ha sido ejecutada yactividad. cerrada. • Cancelled: Se ha cancelado. Call Disposition: Sólo siDescription: Ayuda a la actividad requiere acción.entender el propósito de la Este campo registraactividad. feedback sobre la ejecución de la actividad (No interestComments: El equipo de in subject, no phone,CRM puede cargar interested, etc.)información adicional parahacer más entendible laactividad. ISRs puedenescibir comentarios Additional Information: Igual que Commentsadicionales. Aclaración • El status de las iniciativas de marketing son medidos con la ejecución de actividades analizando los campos de actividad. Por lo tanto llenar correctamente los campos es crítico. • Los campos de actividad ayudan al equipo de CRM a mejorar lo que hay en GSX. Por ejemplo, actividades con Call Disposition No Phone son separadas para corregir los números telefónicos de las compañías relacionadas a dichas actividades. 6
  7. 7. Mid Market Relationship Program (MMRP)Concepto• El Mid Market Relationship Program es un marco de compromiso con el cliente basado en una estratégia comprobada de contacto que consiste en una serie de ejecuciones consistentes, altamente relevantes y con comunicaciones a clientes basados en tiempos mapeados según el ciclo de vida de las licencias de los clientes.• MMRP es un programa de posteo de ventas que crea un fuerte relacionamiento con clientes.• Éste programa sigue el ciclo de vida de las licencias: desde la compra hasta la renovación del contrato.• MMRP tiene cuatro fases con mensajes específicos en un tiempo específico.• Cada fase tiene material personalizado dependiendo de: – Tipo de Licencia – Producto – Ciudad – ISR• El seguimiento de todas las fases se realiza a través de call-activities en GSX.Objetivos:• Mejorar la satisfacción del cliente y compromiso con MS• Mejorar cross-sell y up-sell• Mejorar el conocimiento del cliente• Maximizar las tazas de revenue de renovaciones• Maximizar el deploymentFases – Proceso de Tiempos• Welcome: Dá la bienvenida a los clientes  0-3 meses posterior a la compra.• Deploy: Verifica si el cliente ya instaló el producto. Se comparten tips de Deployment o Implementación.  3-6 meses posterior a la compra.• Use: Provee tips para usar productos de Microsoft y sus beneficios, de tal forma que los clientes tengan una buena experiencia con las soluciones de Microsoft.  6-30 meses posterior a la compra.• Renew: Intenta garantizar la renovacion de los contratos de Software Assurance .  30-36 meses posterior a la compra. 0 – 3 Months 3-6 Months 6-30 Months 30-36 Months Welcome/ Deploy Use Retain/ Activate Renew Cross-Sell/Up-Sell 7
  8. 8. 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 8
  9. 9. MMRP - WelcomeConcept• 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: • 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 benefits the customer has. • If the customer has not bought Software Assurance, talk about the benefits of buying Microsoft products with it. 9
  10. 10. MMRP - WelcomeTaxonomy 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 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. 10
  11. 11. MMRP – Welcome Materials Customized 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. 11
  12. 12. MMRP - DeployConcept• 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. 12
  13. 13. MMRP - DeployTaxonomy Type of Activity Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Status Deploy FY09-MMRP-DEPL-RQA-Deploy Product Month Email - Outbound MMRP Deploy - Kit Not Started What it looks like Status and Call disposition have to be filled out according to the outcome of the call. Taxonomy helps identify the activity Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, or products are included in this field. 13
  14. 14. MMRP – Deploy Materials Customized deploy 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. Support resources to deploy products 14
  15. 15. MMRP - UseConcept• 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 customer’s potential and leads to customer satisfaction. 15
  16. 16. MMRP - UseTaxonomy Type of Activity Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Status Use FY09-MMRP-USES-RQA-Use Product Month Email - Outbound MMRP Use - Kit Not Started What it looks like Status and Call disposition have to be filled out according to the outcome of the call. Taxonomy helps identify the activity Comments help track the contract in MSExplore. More details like Agreement End Date, License Type, or products are included in this field. 16
  17. 17. MMRP Use – True-UpsConcept• 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• Four touches: Two at the end of the first year and two at the end of the second one:1. First year T-60: 60 days before first year of contract (Gives time to cross/up sell)2. First year T-30: 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 more time)3. Second year T-60: 60 days before second year of contract (Gives time to cross/up sell)4. 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 needs more time)Process (Timeline) – How to do it Purchase 1 2 Agreement End Date T-30 Call - True Up T-30 Call - True Up T-60 Call - True Up T-60 Call - True Up• First Touch T-60 (first year): 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.• Second Touch T-30 (first year): Call if at first 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. 17
  18. 18. MMRP Use – True-UpsTaxonomyTouch Taxonomy (activity description) Status Additional Info AgreementID: xxxxxxxFirst Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 First Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxxFirst Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 First Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxxSecond Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 Second Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxxSecond Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 Second Year Not Started 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 The Additional Info field contains the used to add remarks Agreement Id that helps track the regarding the execution of contract in MSExplore the call 18
  19. 19. MMRP – Use Materials Customized use 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. Product Use recommendations 19
  20. 20. 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. T-180: 80 days before expiring (Gives time to budget) 2. T-90: 90 days before expiring (Gives time to budget) 3. T-60: 60 days before expiring (Reminds customer) 4. T-30: 30 days before expiring (Follow-up call) 5. T: Date of expiration (Customer has 30 more days to renew) 6. T+30: Last chance to renew Process (Timeline) – How to do it Agreement End Date First touch Second touch Third touch Fourth touch Sixth touch T-180 T-90 T-60 T-30 T+30 Fifth touch 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. 20
  21. 21. MMRP - RenewTaxonomyAll activities have information to track the contract in MSExplore or in EOLAS. The Comments field have detailed information including the AgreementID.Touch Taxonomy (activity description) Status Comments AdditionalInfo Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT-180 FY09-MMRP-RENEW-RQA-T180 Not Started Type,Allocation,Products Type,Alloc Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT-90 FY09-MMRP-RENEW-RQA-T90 Not Started Type,Allocation,Products Type,Alloc Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT-60 FY09-MMRP-RENEW-RQA-T60 Not Started Type,Allocation,Products Type,Alloc Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT-30 FY09-MMRP-RENEW-RQA-T30 Not Started Type,Allocation,Products Type,Alloc Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT FY09-MMRP-RENEW-RQA-T Not Started Type,Allocation,Products Type,Alloc Agreement ID,End Date,Authorization #,License Agr. ID,End Date,LicenseT+30 FY09-MMRP-RENEW-RQA-T+30 Not Started Type,Allocation,Products 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. 21
  22. 22. MMRP – Renew Materials Customized renewal 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. Benefits to renew 22
  23. 23. Data Quality – ProfilingConcept• 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. 23
  24. 24. Data Quality – ProfilingTaxonomy 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 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. 24
  25. 25. Data TargetingConcept• 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.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 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 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 25
  26. 26. 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: 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 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. 26
  27. 27. 3 Tier Contact Model - Integrated ExecutionConcept• 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.Process – How to do it Remarks • Validate Opportunities • MMRP Activities that require action (RQA) Information Activities (FYI) 1– • Routing Call (if there is MMRP as well, then cancel routing) Immediate • MQPs Action • MMRP • SA Software benefit • Routing Calls activation • MQPs • Event Attendance • Data Quality • Targets (when available) • Targets • Marketing initiatives 2 – Always talk about • Data Quality • Etc. • Event attendance These are • Marketing Initiatives informative 3– activities that Additional • SA Benefit Activation Call (LATAM) support calls information 27
  28. 28. 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. Validate ERP/CRM opportunity and fulfill platform information (Data Quality Activity)2. Talk about SQL/Exchange  Target P3 (cross-sell that complements ERP/CRM opportunity)3. Talk about Windows  Target P1 Reached Objectives:1. Opportunity (MQP) was validated2. Platform was validated  Data Quality3. 2 out of 3 Targets were validated 28
  29. 29. MQPs, PQPs and SQPsConcept• 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 organizations 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. 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. 4. Revenue generation: The final expected outcome of the process is Revenue generation and customer satisfaction. Planning Revenue 29
  30. 30. MQPs, PQPs and SQPsProcess – 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) ActivityType ActivityCategory ActivityPurpose Due Date Status FY09-MKTG-CALL-RQA-Event Date/Country/Event Type/Event Marketing Qualified 7 days after Not MQPs Name/WWE_ID MQP Lead Prospect tabulation Started Partner Qualified 7 days after Not PQPs FY09-MKTP-CALL-RQA-Validate Oppty Partner Event MQP Lead Prospect tabulation Started 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. 30
  31. 31. Routing CallsConcept• 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 ActivityType ActivityCategory ActivityPurpose Due Date Status FY09-RUTA-CALL-RQA-Short description Call – Outbound Common Activities Follow Up Depends on the strategy Not Started 31
  32. 32. Routing Calls What it looks like Find Routing Calls by looking at the Taxonomy Due Date is established by the contact strategy. 32
  33. 33. 33
  34. 34. Appendix A – Taxonomy Guide Page TaxonomyOrigin of reference Description of the activity Type of Activity (activity description) Type Category Purpose Status The proactive Data Quality project guarantees that ISRs verify accounts Common InData Quality 18,19 information every time they call customers. Call to verify information FY09-DAQU-CALL-RQA-Data Maintenance Call - Outbound Activities Follow Up progress First phase of the Microsoft Relationship Program welcomes the customer to theMicrosoft Relationship Volume Licensing program after 30 days of NotProgram 4,5,6,7 purchase. ISR executes a call Welcome Call FY09-MMRP-WELC-RQA-Welcome call T+30 Month Call - Outbound MMRP Welcome - Call Started First phase of the Microsoft Relationship Program welcomes the customer to the Volume Licensing program after 30 days of purchase. A welcome Kit containingMicrosoft Relationship welcome letter and a detail of licenses of Direct Mail or Email -Program 4,5,6,7 the purchase is sent to customer. Welcome Kit FY09-MMRP-WELC-FYI-Welcome Kit Month Outbound MMRP Welcome - Kit Done 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 DeploymentMicrosoft Relationship follow-up call is executed through ISRs NotProgram 4,5,8,9 after 90 days of purchase. Deploy FY09-MMRP-DEPL-RQA-Deploy Product. Month Email - Outbound MMRP Deploy - Kit Started 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 UseMicrosoft Relationship 4,5,10,11,12, follow-up call is executed through ISRs NotProgram 13 after 90 days of purchase. Use FY09-MMRP-USES-RQA-Use Product. Month Email - Outbound MMRP Use - Kit Started 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 180Microsoft Relationship days before the contract expires. NotProgram 4,5,14,15 Renew T-180 FY09-MMRP-RENEW-RQA-T180 Call - Outbound MMRP Renew - Call Started 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 90Microsoft Relationship days before the contract expires. NotProgram 4,5,14,15 Renew T-90 FY09-MMRP-RENEW-RQA-T90 Call - Outbound MMRP Renew - Call Started 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 60Microsoft Relationship days before the contract expires. NotProgram 4,5,14,15 Renew T-60 FY09-MMRP-RENEW-RQA-T60 Call - Outbound MMRP Renew - Call Started 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 30Microsoft Relationship days before the contract expires. NotProgram 4,5,14,15 Renew T-30 FY09-MMRP-RENEW-RQA-T30 Call - Outbound MMRP Renew - Call Started 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 inMicrosoft Relationship the same month of the contract expiring NotProgram 4,5,14,15 date. Renew T FY09-MMRP-RENEW-RQA-T Call - Outbound MMRP Renew - Call Started
  35. 35. Appendix A – Taxonomy Guide Page TaxonomyOrigin of reference Description of the activity Type of Activity (activity description) Type Category Purpose Status This is the last opportunity for customers to renew an expiring contract. An ISR callMicrosoft Relationship is executed 30 days after the contract NotProgram 4,5,14,15 expiring date. Renew T+30 FY09-MMRP-RENEW-RQA-T+30 Call - Outbound MMRP Renew - Call Started In some regions a Demo Center can show products or solutions to customers. The execution of this activity is registered for Democenter - Register ofMarketing 4,5,14,15 ISRs information. Execution FY09-MKTG-DEMO-FYI-Short description Meeting Event Attendance Done The execution of a teleconference is Teleconference - Register ofMarketing registered for ISRs information. Execution FY09-MKTG-TCON-FYI-Short description Meeting Event Attendance Done Webcasts assistance are registered forMarketing ISRs information. Webcast - Assistance FY09-MKTG-WBCA-FYI-Short description Meeting Event Attendance Done Webcasts invitations are registered forMarketing ISRs information. Webcast - Invitation FY09-MKTG-WBCA-FYI-Short description Meeting Event Invitation Done MQPs Follow-up is done by ISRs though FY09-MKTG-CALL-FYI-Event Date/Country/Event Type/Event Marketing Qualified NotMarketing activities MQPs Follow-up Call Name/WWE_ID MQP Lead Prospect Started Events assistances are registered for ISRsMarketing information. Event - Assistance FY09-MKTG-EVEA-FYI-Short description Meeting Event Attendance Done Events invitations are registered for ISRsMarketing information. Event - Invitation FY09-MKTG-EVEI-FYI-Short description Meeting Event Invitation Done Marketing activities can include sending e- FY09-MKTG-MAIL-FYI-Short description(specify it is an e- CommonMarketing Mail to customers e-Mail mail campaign) Email - Outbound Activities Campaign Done Marketing activities can include sending CommonMarketing direct Mail to customers Direct Mail FY09-MKTG-MAIL-FYI-Short description Email - Outbound Activities Campaign Done 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. FY08-MKTG-TARG-RQA-Campaign Name, Product, Corresp/Letter - Account Executive Business NotMarketing 20.21 Data Sets/Targets Prob/PX, Source Outbound Planning Review Started Marketing activities can be supported by ISRs calls. To differentiate from each other, the short description has to Common NotMarketing clearly describe the activity. Follow-up Call FY09-MKTG-CALL-RQA-Short description Call - Outbound Activities Follow Up Started Marketing events executed throughMarketing through partners can be registered for ISRs Marketing through Partner -Partner information (Assistance) Assistance FY09-MKTP-EVEA-FYI-Short description Meeting Event Attendance Done Marketing events executed throughMarketing through partners can be registered for ISRs Marketing through Partner -Partner information (Invitation) Invitation FY09-MKTP-EVEI-FYI-Short description Meeting Event Invitation DoneMarketing through Marketing through partners activities can Marketing through Partner - FY09-MKTP-MAIL-FYI-Short description(specify it is an e- CommonPartner include sending e-Mail to customers eMail mail campaign) Email - Outbound Activities Campaign DoneMarketing through Marketing through partners activities can Marketing through Partner - Corresp/Letter - CommonPartner include sending direct Mail to customers Direct Mail FY09-MKTP-MAIL-FYI-Short description Outbound Activities Campaign Done The group to identify opportunity prospects (prospecting machine) can create an activity to ISRs after calling to customers. ISRs get deeper in the Common NotProspecting Machine customer request. Follow-up Call FY09-PMAC-CALL-RQA-Short description Call - Outbound Activities Follow Up Started
  36. 36. Appendix A – Taxonomy Guide Page of TaxonomyOrigin reference Description of the activity Type of Activity (activity description) Type Category Purpose Status Routing calls are used to guarantee a constant contact with customers. These activities are executed to contact customers only if there are not other Common NotRoutings calls activities. Follow-up Call FY09-RUTA-CALL-RQA-Short description Call - Outbound Activities Follow Up Started Common NotPartners Calls to partners Follow-up Call FY09-PTNS-CALL-RQA-Short description Call - Outbound Activities Follow Up Started After the World Wide CustomerCPE - World Wide Satisfaction Survey, some complaints Common NotCustomer Sasisfaction IROS to follow-up FY09-IROS-CALL-RQA-Short description Call - Outbound Follow Up about bad experiences with Microsoft are Activities StartedSurvey registered in an IRO activity for follow-up.Licensing Activities / A call from the AntiPiracy group to License Inconsistency NotSAM contact customers. Follow-up Call FY09-LICC-CALL-RQA-Short description Call - Outbound BSA Check Started A call from Dynamics to follow-up certain Common NotDynamics initiatives Follow-up Call FY09-DYNA-CALL-RQA-Short description Call - Outbound Activities Follow Up Started 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 FY09-CSRV-CALL-RQA-OPPTY VALIDATION Customer Common NotCustomer Service by ISRs. further action Campaign Name Call - Outbound Activities Follow Up Started Customer service can create an activity to ISRs after chatting with customers. These activities represent potential opportunities Chat that requires further FY09-CSRV-CHAT- RQA-OPPTY VALIDATION Customer Common NotCustomer Service and are executed by ISRs. action Campaign Name Web - Inbound Activities Follow Up Started Customer service can create an activity to ISRs detecting a customer opportunity from a web form. These activities are Online Form that raises an FY09-CSRV-FORM- RQA-OPPTY VALIDATION Customer Common NotCustomer Service executed by ISRs. action Campaign Name Web - Inbound Activities Follow Up Started 36
  37. 37. Appendix B – Data Quality Fields GuideAccountsField Rule Reason to correct a) Field length must be greater than 2Organization Name Company name is printed in all letters and communications with customers. b) Field must not be null a) Field length greater that 10 and less than 25 Geographical localization, sent of correspondence, and the correct localization of the companysAddress 1 b) Field must not be null revenue 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 Geographical localization, sent of correspondence, and the correct localization of the companysCity c) Field must not contain words like "undefined", "unknown" or any other unclear word revenue d) Must be the same as the field Site a) Field length must be greater than 2 b) Field must not be null Geographical localization, sent of correspondence, and the correct localization of the companysSite c) Field must not contain words like "undefined", "unknown" or any other unclear word revenue d) Must be the same as the field City a) Field length must be greater than 7Main Phone Number Main way of communication with company b) Field must not be nullState 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 a) Field must not be nullSite Servers b) For "Low Small Business" and "Core Small Business", field must be greater or equal than 0 Defines the segment and the work strategy to the company c) For the rest of segments, length must be greater than 0 a) Field must not be nullTotal Servers b) For "Low Small Business" and "Core Small Business", field must be greater or equal than 0 Defines the segment and the work strategy to the company c) For the rest of segments, length must be greater than 0 a) Field must not be nullSite PCs Defines the segment and the work strategy to the company b) Field length must be greater than 0 a) Field must not be nullTotal PCs Defines the segment and the work strategy to the company b) Field length must be greater than 0 a) Field must not be nullEmployees At Site Defines the segment and the work strategy to the company b) Field length must be greater than 0 a) Field must not be nullTotal Employees Defines the segment and the work strategy to the company b) Field length must be greater than 0 37
  38. 38. Appendix B – Data Quality Fields GuideContactsField Rule Reason to correct a) Field length must be greater than 2First Name Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) b) Field must not be null a) Field length must be greater than 2Last Name Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.) b) Field must not be null a) Field length must be greater than 2Job Title Helps marketing activities to have better approach with customers. b) Field must not be nullJob Role a) Field must not be null Helps understand the approach with customers in the sales processMarketing Audience a) Field must not be null Helps understand the approach with customers in the sales processVertical Industry 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.Email c) Correct usage of point in the extension Important contact mean for Microsoft d) Field length must be greater than 7 e) Field must have at sign (@)ProfileData 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

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