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R00 manual guía call center R00 manual guía call center Presentation Transcript

  • Call CenterProcedures Guide
  • CallCenterProceduresGuide 2Table of ContentsCustomer Engagement and Relationship Strategy (Introduction to the model) 3Execution through Activities (basics) 5Mid Market Relationship program 7 1. Welcome 9 2. Deploy 12 3. Use 15 4. Use – True-ups 175.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
  • CallCenterProceduresGuide 3Customer Engagement and Relationship Strategy CONCEPTMicrosoft Customer Engagement and Relationship 2. Targeted Marketing:Strategy is based on the execution of a model that allows Helps selling. Be conscious and aware of when you are • Increase Microsoft’s knowledge of the customer baseadd value to both active and inactive customers. actively selling. This could be just “planting a seed” by keeping high quality records of each customer for what will be followed up on in 6 months time. Mid interaction and by adhering to data quality standardsThis model is called the 3 Tier Contact Model and it has Market customers buy what benefits their business and data requirementsthree pillars: and addresses their needs – “value add” – Campaign messages must address pain points. • Improve the Customer experience (CPE) by demonstrating sincere interest for the customer’s1. Mid Market Relationship Program and LTV: well being, responding promptly to their queries andProvides a reason to contact and helps connect with 3. Data Validation: complaints and by providing valuecustomer � Build relationship & trust For Inactive • Better customer understanding and knowledge.customers building a relationship starts even before • Microsoft is reliant on the data in our system.they purchase for the first time. • 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 View slide
  • CallCenterProceduresGuide 4Customer Engagement and Relationship Strategy 3 T I E R CO N TA C T M O D E L What Why Always add value – Building relationship Improve engagement and account CPE Targeted marketing means that you talk to the customer about things that they need. Maximize account revenue Campaign messages ensure that this is in the language and context of the customer We need to use every opportunity to obtain additional data about Improve account knowledge our customers and validate the data that we already have.Every component of the 3 Tier Contact Model is explained in detail later in this manual. View slide
  • CallCenterProceduresGuide 5Execution through Activities CONCEPT TA XO N O M Y• Contact with customers is based on the execution • Activities in Siebel have a set of fields that both help • Activities have taxonomy to differentiate from of activities in Siebel. This means that all interactions understand the objective of those activities, and the each other. with accounts or contacts are registered in the result of the execution. Activity module in the CRM tool. • Taxonomy helps identify the type of activity. It is • Interactions with customers can require further registered in the DESCRIPTION field• Here are some kinds of interactions: action (call to customer, reassign the activity to - Event Attendance anyone else, etc) or can be informative only. • Taxonomy is divided in segments that show: - Dmail/Email Fiscal Year, origin, type of activity, action, - Follow-up calls • Informative activities give support to required action additional description: - TPM Activities activities. - IROs FiscalYear-Origin-Type-Action-Description - Targets E.g.: FY09-MMRP-WELC-RQA-Welcome May - Etc. SOME EXAMPLES
  • CallCenterProceduresGuide 6Execution through Activities W H AT I T LO O K S L I K ECreate Oppty from Activity: Status: Shows the activityIf the execution of the activity status:leads to the creation of an • not started: it is not yetopportunity, this button must executed.be used to create one and • In progress: it is beingassociate it with the activity. processed. • Done: it has been executed and closed. • Cancelled: it has beenDescription:Helps understand the activity cancelled.purpose. Call Disposition: Only if the activity requires action. This field registers feedback about the activityComments: execution (No interest inThe CRM team can upload subject, no phone, interested,additional information to etc.).make the activity moreunderstandable. ISRs can write Additional Information:comments after this. Same as Comments. REMARKS• The status of marketing initiatives is measured with activity execution by analyzing the activity fields. Therefore the correct fulfillment of the fields is critical.• The activity fields help the CRM team improve what is in Siebel. For example, activities with Call Disposition No Phone are separated to correct the telephone numbers of the companies related to those activities.
  • CallCenterProceduresGuide 7Mid Market Relationship Program (MMRP) CONCEPT OBJETIVES• The Mid Market Relationship Program is a customer • MMRP has four phases with specific messages at a • Improve customer satisfaction and engagement with engagement framework based on a proven contact specific time. MS strategy consisting of a series of consistently • Increase cross-sell and up-sell executed, highly relevant and timely customer • Every phase has customized material depending on: • Improve customer knowledge communications mapped to the customer’s license - License Type • Maximize renewal revenue rates lifecycle. - Product • Maximize deployment - Country• MMRP is a post sale program that creates a strong - ISR relationship with customers. • Follow-up for all phases is done through call-• This program follows the license life cycle: from activities in Siebel. purchase to renewal of contract. PHASES – TIMELINE PROCESS• 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 benefits 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.
  • CallCenterProceduresGuide 8Mid 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
  • CallCenterProceduresGuide 9MMRP - Welcome CONCEPT PROCESS – HOW TO DO IT• Welcomes the customers to the Microsoft volume licensing program. • Every time a customer purchases a new Microsoft product, two activities are uploaded into Siebel with a specific date to contact:• A welcome kit with customized material is sent to customers. This kit can be e-mailed or direct mailed. Welcome Kit activity: This is an informative activity that is created to register the email or direct mail sent to customer.• The kit includes a welcome letter with: Welcome Call activity: This activity is created to reinforce Welcome kit through a follow 1. Customized messages for: up call. This activity has to be executed by the ISR. - Purchases with or without Software Assurance. - Different license types: Enterprise agreement, • When executing the call: Select or Open. 2. Summary of purchased licenses. 3. Step-by-step guide to register OPEN or MVLS - Check with the customer if the material was sent. products in the volume licensing webpage. - Talk about the benefits the customer has. 4. Software Assurance Benefits. - If the customer has not bought Software Assurance, talk about the benefits of buying 5. Web resources to implement products. Microsoft products with it.• ISRs reinforce the materials with follow-up calls. TA XO N O M YType of Activity Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose StatusWelcome Call FY09-MMRP-WELC-RQA-Welcome call T+30 Month Call - Outbound MMRP Welcome - Call Not StartedWelcome Kit FY09-MMRP-WELC-FYI-Welcome Kit Month Direct Mail or Email - Outbound MMRP Welcome - Kit Done
  • CallCenterProceduresGuide 10MMRP - Welcome W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 11MMRP – 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.
  • CallCenterProceduresGuide 12MMRP – Deploy CONCEPT PROCESS – HOW TO DO IT• This phase checks if customers have already installed • After welcome phase is executed some months before, a deploy activity is uploaded into Siebel the product .If not, customers are encouraged to do with a specific date to contact the customer. it with deployment tips. • When executing the call:• Deploy email is sent to customer after 60 days of - Check if customer received deploy email. If not, send material. purchase. This email has recommendations to reach - Check if customer has already installed the products. If not, encourage the customer to use the a correct deployment of products. deployment tips sent in the email. - Talk about activating software assurance benefits.• ISRs reinforce the materials with follow-up calls. TA XO N O M Y 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
  • CallCenterProceduresGuide 13MMRP – Deploy W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 14MMRP – 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
  • CallCenterProceduresGuide 15MMRP - Use CONCEPT PROCESS – HOW TO DO IT• This phase provides recommendations to achieve the • After deploy phase is executed some months before, a use activity is uploaded into Siebel with a best usage of Microsoft products. specific date to contact the customer.• Use email is sent to customer after six months of • When executing the call: purchase. - Check if customer received use email. If not, send material. - Encourage the customer to use the recommendations sent in the email.• ISRs reinforce the materials with follow-up calls. - Talk about activating and using software assurance benefits. TA XO N O M YType of Activity Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose StatusUse FY09-MMRP-USES-RQA-Use Product Month Email - Outbound MMRP Use - Kit Not Started REMARKSA good use experience of products and benefits helps develop the customer’s potential and leads to customer satisfaction.
  • CallCenterProceduresGuide 16MMRP - Use W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 17MMRP Use – True-Ups CONCEPT TOUCHES• True-ups is a benefit of Enterprise Agreement will be made at the end of the first year and only for • Four touches: Two at the end of the first year and contracts. the next remaining two years of contract. two at the end of the second one: • This MMRP-Use call was created to check if • First year T-60: 60 days before first year of contract• When customers sign a new E.A., they declare and customers have used additional products during the (Gives time to cross/up sell) install the products they will use during the three first or second year. year contract. However, customers might want to • First year T-30: 30 days before first year of contract use additional products. They can install them at any • This call leverages Cross-sell and Up-sell, i.e.: (Follow up call to verify additional products and time and pay the additional usage cost at the end of If a customer has SQL Server and Office, a BI speech cross/up sell if at T-60 the customer is not sure or the first or second year. The payment is made only can be addressed. needs more time) for future usage, i.e.: • Second year T-60: 60 days before second year of • Customers might not be aware of this benefit, contract (Gives time to cross/up sell) If a customer installs new products after six months therefore this touch can help improve the usage of • Second year T-30: 30 days before second year of of purchasing an Enterprise Agreement, the payment true-ups. contract (Follow up call to verify additional products and cross/up sell if at T-60 the customer is not sure or PROCESS (TIMELINE) – HOW TO DO IT• First Touch T-60 (first year): Call to customer second year. Cross-sell and Up-sell through the list • Fourth Touch T-30 (second year): Call if at third to verify additional usage of products during the of installed/deployed products. touch, the customer was not sure of usage or if the first year. Cross-sell and Up-sell through the list of customer needs more time to add a product. 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
  • CallCenterProceduresGuide 18MMRP Use – True-Ups TA XO N O M Y Touch Taxonomy (activity description) Status Additional Info AgreementID: xxxxxxx First Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 First Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx First Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 First Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx Second Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 Second Year Not Started Anniversary Date: mm/dd/yyyy AgreementID: xxxxxxx Second Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 Second Year Not Started Anniversary Date: mm/dd/yyyy W H AT I T LO O K S L I K E The Comments field can be used to add remarks regarding the execution of the call The Additional Info field contains the Agreement Id that helps track the contract in MSExplore Status and Call disposition have to be filled out according to the outcome of the call. REMARKS True-ups can be the only source of revenue during three years in accounts with Enterprise Agreement contracts.
  • CallCenterProceduresGuide 19MMRP 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
  • CallCenterProceduresGuide 20MMRP - Renew CONCEPT TOUCHES• Renew expiring contracts with Software Assurance. Six touches (email/dmail + calls) to guarantee renewal: • T-60: 60 days before expiring (Reminds customer)• Email/Dmail is sent to customers with: • T-30: 30 days before expiring (Follow-up call) - Current licensing status • T-180: 80 days before expiring • T: Date of expiration - Benefits to renew (Gives time to budget) (Customer has 30 more days to renew)• ISRs calls reinforce the materials with follow-up calls. • T-90: 90 days before expiring • T+30: Last chance to renew (Gives time to budget) PROCESS (TIMELINE) – HOW TO DO IT• First Touch T-180: Call to customer to remind them close the activity and wait for T-60. Prospect. of the expiring Contract. Close activity if no further action is required. • T-60,T-30 Touches: Call to customer to remind • Fifth Touch: One month to renew. Determine them of the expiring Contract. Create an opportunity if the customer is not renewing, if not, create an• Second Touch T-90: Call to customer to remind and close the rest of the renewal activities if the opportunity at 0%Prospect and close the activities. them of the expiring Contract. Create an opportunity customer is interested. If customer is not yet sure, and close the rest of the renewal activities if the close the activity and wait for T-60. If the customer • Sixth Touch: Last chance to engage the customer. customer is interested. If the customer is not yet sure, does not want to renew, create an opportunity at 0% The customer has 30 more days to renew.
  • CallCenterProceduresGuide 21MMRP - Renew TA XO N O M Y Touch Taxonomy (activity description) Status Comments Agreement ID,End Date,Authorization #,License AdditionalInfo T-180 FY09-MMRP-RENEW-RQA-T180 Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc Agreement ID,End Date,Authorization #,License T-90 FY09-MMRP-RENEW-RQA-T90 Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc Agreement ID,End Date,Authorization #,License T-60 FY09-MMRP-RENEW-RQA-T60 Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc Agreement ID,End Date,Authorization #,License T-30 FY09-MMRP-RENEW-RQA-T30 Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc Agreement ID,End Date,Authorization #,License T FY09-MMRP-RENEW-RQA-T Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc Agreement ID,End Date,Authorization #,License T+30 FY09-MMRP-RENEW-RQA-T+30 Not Started Type,Allocation,Products Agr. ID,End Date,License Type,Alloc W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 22MMRP - 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
  • CallCenterProceduresGuide 23Data Quality – Profiling CONCEPT PROCESS – HOW TO DO IT• Every month the CRM Team generates an analysis to • Every time a call is executed with customers, Data Quality speech should be incorporated . detect deficiencies in the basic profile for Accounts and Contacts. • When preparing the call, look for a Data Quality activity to understand the deficiencies that the account has.• Deficiencies are uploaded into Siebel to ISRs as activities that require action. • In a call it is not possible to cover all criteria of the Data Quality activity; however, it is important to cover at• Analysis includes installed platform deficiencies in least two (better if more) to maintain a good standard of quality in Siebel. accounts.• The progress in Data Quality will be measured by • Once the call is executed, deficiencies should be corrected with the call outcome. the corrections done in Siebel, not by the amount of executed activities. TA XO 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 REMARKSMaintaining good standards in Siebel means we know our customers better, and therefore more accurate initiatives can be run.
  • CallCenterProceduresGuide 24Data Quality – Profiling W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 25Data Targeting CONCEPT PROCESS – HOW TO DO IT• Microsoft can identify customer future value from • Data Targeting is executed through 3 Tier contact model – MMRP first (Relevant information about products customer transactional purchasing behavior and already purchased). industry benchmarks. • When preparing call be ready to discuss any Campaign Scenario and Product listed in the Target set Activities.• This analysis helps identify each account’s future • Data Sets give guidance - Preplanning , which profiling option to begin conversation with. potential revenue to Microsoft. • 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:• There are quite a few models that address different - Use Three Tier contact model concepts: - MMRP or Routing Activity - due date triggers customer contact (Primary reason to contact) - Cross Sell - Data Target sets linked to Customer Campaign messages - Target activities due - Next Logical Product date set to the end of the fiscal year - Early Adopters - Execute at same time - Anti-piracy - Etc. • For Un-Managed Accounts – Breadth Tier3 and Tier 4: - Use Target set list• These models are available to the call center through - Call Center and Breadth Lead determine customer contact schedule. activities. Start with highest revenue generating products. - Each ISR is assigned a customer list of Data Target set Customer Campaign activities for the week.• Data targeting helps improve daily business • Some customers could already have bought the offering product. This happens because the customer buys operations in marketing and sales. before Microsoft finishes uploading the predicting activities. TA XO N O M YTaxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Due Date StatusFY08-MKTG-TARG-RQA-Campaign Name, Product,Prob/PX, Source Call – Outbound Common Activities Campaign End of Fiscal Year Not Started
  • CallCenterProceduresGuide 26Data Targeting W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 273 Tier Contact Model - Integrated Execution CONCEPT• An integrated execution should guarantee that when • The 3 Tier Contact Model has three main areas to 2. Data Mining Analysis: Provides a set of customers are called, they are contacted with unique focus on: mathematical analysis that helps identify each speech that gathers information from all pending 1. MMRP: Provides a reason to contact and builds account’s future potential revenue to Microsoft. activities (MMRP, Data Quality, MQPs, etc.). relationships with customers. A reason to contact 3. Data Validation: Use every opportunity to obtain helps start the conversation. Afterwards it is possible additional data and to validate the date that we• The integrated execution avoids contacting to expand and complement the conversation to talk already have. customers several times for different reasons. about different topics. PROCESS – HOW TO DO IT REMARKS Activities that require action (RQA) • MMRP • Routing Calls • MQPs • Targets • Data Quality • Etc. Information Activities (FYI) • SA Software benefit activation • Event Attendance • Marketing initiatives
  • CallCenterProceduresGuide 283 Tier Contact Model - Integrated Execution W H AT I T LO O K S L I K E 2.1 Data Quality Activity requires ERP/CRM information 1. RQA / Validate CRM/ERP Oppty 2. Targets and DAQU Activities REMARKSCover next points: • Talk about SQL/Exchange � Target P3 (cross-sell that Reached Objectives:• Validate ERP/CRM opportunity and fulfill platform complements ERP/CRM opportunity) • Opportunity (MQP) was validated information (Data Quality Activity) • Talk about Windows � Target P1 • Platform was validated � Data Quality • 2 out of 3 Targets were validated
  • CallCenterProceduresGuide 29MQPs, PQPs and SQPs CONCEPT• A very active way of generating pipeline in B: Budget (Do you have a budget associated with Once prospects/leads are detected, they are Microsoft is done through events. this project?) uploaded into Siebel as activities so that the call• The generation of revenue is an expected A: Authority (Are you the business or technical center can follow them up. outcome from the execution of a complete decision maker for this project?) events plan. N: Need (Are you looking to implement a project 4. Activity follow-up and Pipeline execution: planned in any of the following areas?) All prospect activities uploaded in Siebel have to be• The planning and execution of events have T: Time (What is your organization’s timeframe to validated with high priority, as customers expect their different stages that involve various areas in purchase the chosen solution?) needs to be fulfilled. If customers’ needs are real, Microsoft (see the chart below for reference): these activities generate opportunities. MQPs, PQPs, and SQPs are contacts who positively 1. Planning: answered at least 3 BANT questions and Need is 5. Revenue generation: Marketing segments create different types of events present. The final expected outcome of the process is to fit customers’ needs. These events can be targeted Revenue generation and customer satisfaction. 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:
  • CallCenterProceduresGuide 30MQPs, PQPs and SQPs PROCESS – HOW TO DO IT• MQPs, PQPs and SQPS activities have specific due should appear when querying all pending activities from Activity button must be used to associate dates that must be respected since customers are (status = Not Started). the activity with the opportunity. This is necessary waiting for Microsoft to contact them. • Comments and Additional Info fields help to measure the ROI (Return of Investment) of• Customers can be contacted before (but not after) understand the event objective. Data like date, Marketing Campaigns. the activity due date. country, event name, IDs are specified. • Close the activity by setting the Status field to Done.• As part of an integrated execution, these activities • If an opportunity is identified , the Create Oppty TA XO N O M Y Type Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Due Date Status Marketing Qualified 7 days after Not MQPs FY09-MKTG-CALL-RQA-Event Date/Country/Event Type/Event Name/WWE_ID MQP Lead Prospect tabulation Started Partner Qualified 7 days after Not PQPs FY09-MKTG-CALL-RQA-Event Date/Country/PQP/Event Name/WWE_ID MQP Lead Prospect tabulation Started W H AT I T LO O K S L I K E 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.
  • CallCenterProceduresGuide 31Routing Calls CONCEPT• Microsoft has a Customer Contact Management accounts Microsoft could be interested in contact • If the account is not touched, contact strategy is Strategy that guarantees coverage throughout customers once every two months, but for Breadth broken and engagement is affected. Accounts in all segments during the whole year. accounts once every four only. • Routing Calls are created to cover untouched• This strategy sets the number of times that • Contact Management is executed through some accounts � Microsoft can identify when customers customers have to be contacted in the year. instruments: MMRP, Event Activities, Data Sets, are not to be touched and then create a routing call• The main objective of Contact Management is not to Opportunities etc. to cover the accounts. leave customers unattended. • In a certain period of time, an account might not • Routing Calls force a contact with customers.• This strategy is different depending on the subsidiary have any activity or opportunity, and therefore we and on the account segment. For example: for Depth cannot contact the customer. PROCESS – HOW TO DO IT• Routing Calls have to be executed as part of the 3 calling the customer is necessary, routing calls do when new MMRP, MQPs or initiatives are created. Tier Contact Model. � Every time a routing call is not provide a reason to call. That is why looking at • If the routing call is found with other activities that found, a speech has to be prepared by looking at the the customer history is important to create a logical require action, create the speech bearing in mind interactions between Microsoft and the customer. speech (cross and up sell could help create the these activities and set the routing call to Done in the• Usually routing calls are not accompanied by reason to contact). status field. pending activities, that means that even though • There can be some exceptions to the previous point TA XO 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
  • CallCenterProceduresGuide 32Routing Calls W H AT I T LO O K S L I K E Find Routing Calls by looking at the Taxonomy Due Date is established by the contact strategy.
  • CallCenterProceduresGuide 33Appendix A – Taxonomy Guide Page of Taxonomy Origin reference Description of the activity Type of Activity (activity description) Type Category Purpose Status The proactive Data Quality project guarantees that ISRs verify accounts information every time they call Call to verify Common In Data Quality 23,24 customers. information FY09-DAQU-CALL-RQA-Data Maintenance Call - Outbound Activities Follow Up progress Microsoft First phase of the Microsoft Relationship Program Relationship welcomes the customer to the Volume Licensing program Not Program 7-11 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 Started First phase of the Microsoft Relationship Program welcomes the customer to the Volume Licensing program Microsoft after 30 days of purchase. A welcome Kit containing Relationship welcome letter and a detail of licenses of the purchase is Direct Mail or Email - Program 7-11 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 Microsoft purchase. This email has recommendations to reach a Relationship correct deployment of the products. A Deployment follow- Not Program 7,8,12,13,14 up call is executed through ISRs 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. Microsoft This email has recommendations to reach the best use Relationship experience with Microsoft products. A Use follow-up call is Not Program 7,8,15,16,19 executed through ISRs after 90 days of purchase. Use FY09-MMRP-USES-RQA-Use Product. Month Email - Outbound MMRP Use - Kit Started 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 Microsoft and second year of th EA anniversary. A Use follow-up call Relationship is executed through ISRs to validate the additional FY09-MMRP-USES-RQA-TrueUp T30 (First Year/ Not Program 7,8,17,18,19 products that the customer has installed. Use-TrueUps Second Year) Email - Outbound MMRP Use - Kit Started Renew expiring contracts with software assurance. Email/ Dmail is sent to customers with current licensing status Microsoft and benefits to renew. ISRs calls reinforce the materials. Relationship This phase is executed 180 days before the contract Not Program 7,8,20,21,22 expires. 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 Microsoft and benefits to renew. ISRs calls reinforce the materials. Relationship This phase is executed 90 days before the contract Not Program 7,8,20,21,22 expires. 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 Microsoft and benefits to renew. ISRs calls reinforce the materials. Relationship This phase is executed 60 days before the contract Not Program 7,8,20,21,22 expires. 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 Microsoft and benefits to renew. ISRs calls reinforce the materials. Relationship This phase is executed 30 days before the contract Not Program 7,8,20,21,22 expires. 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 Microsoft and benefits to renew. ISRs calls reinforce the materials. Relationship This phase is executed in the same month of the contract Not Program 7,8,20,21,22 expiring date. Renew T FY09-MMRP-RENEW-RQA-T Call - Outbound MMRP Renew - Call Started
  • CallCenterProceduresGuide 34Appendix A – Taxonomy Guide Page Taxonomy Origin of reference Description of the activity Type of Activity (activity description) Type Category Purpose Status Microsoft Relationship This is the last opportunity for customers to renew an expiring contract. Not Program 7,8,20,21,22 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 Started In some regions a Demo Center can show products or solutions to Democenter - Register of Marketing customers. The execution of this activity is registered for ISRs information. Execution FY09-MKTG-DEMO-FYI-Short description Meeting Event Attendance Done Teleconference - Register Marketing The execution of a teleconference is register for ISRs information. 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 FY09-MKTG-EVEA-FYI-Event Date/Country/ Marketing Events assistances are registered for ISRs information. Event - Assistance 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 After an event is tabulated, MQPs can be generated. ISRs follow-up the FY09-MKTG-CALL-RQA-Event Date/Country/ Marketing Qualified Not Marketing 29,30 lead. MQPs Event Type/Event Name/WWE_ID MQP Lead Prospect Started FY09-MKTG-MAIL-FYI-Short description(specify it is an e-mail Common Marketing Marketing activities can include sending e-Mail to customers e-Mail campaign) Email - Outbound Activities Campaign Done Common Marketing Marketing activities can include sending 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 FY08-MKTG-TARG-RQA-Campaign Name, Common Not Marketing 25,26 sales. Data Sets/Targets Product, Prob/PX, Source Call – Outbound Activities Campaign Started Marketing activities can be supported by ISRs calls. To differentiate from Common Not Marketing each other, the short description has to clearly describe the activity. Follow-up Call FY09-MKTG-CALL-RQA-Short description Call - Outbound Activities Follow Up Started Marketing through Marketing events executed 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 through After an Partner event is tabulated, PQPs can be generated. ISRs to FY09-MKTG-CALL-RQA-Event Date/Country/ Partner Qualified Not Partner 29,30 follow-up the lead. PQPs PQP/Event Name/WWE_ID MQP Lead Prospect Started Marketing through Marketing events executed through partners can be registered for ISRs Marketing through Partner Partner information (Invitation) - Invitation FY09-MKTP-EVEI-FYI-Short description Meeting Event Invitation Done FY09-MKTP-MAIL-FYI-Short Marketing through Marketing through partners activities can include sending e-Mail to Marketing through Partner description(specify it is an e-mail Common Partner customers - eMail campaign) Email - Outbound Activities Campaign Done Marketing through Marketing through partners activities can include sending direct Mail to Marketing through Partner Common Partner customers - Direct Mail FY09-MKTP-MAIL-FYI-Short description Corresp/Letter - Outbound Activities Campaign Done The group to identify opportunity prospects (prospecting machine) can Prospecting create an activity to ISRs after calling to customers. ISRs get deeper in the Common Not Machine customer request. Follow-up Call FY09-PMAC-CALL-RQA-Short description Call - Outbound Activities Follow Up Started
  • CallCenterProceduresGuide 35Appendix A – Taxonomy Guide Page Taxonomy Origin of 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 Not Routings calls 31,32 customers only if there are not other activities. Follow-up Call FY09-RUTA-CALL-RQA-Short description Call - Outbound Common Activities Follow Up Started Not Partners Calls to partners Follow-up Call FY09-PTNS-CALL-RQA-Short description Call - Outbound Common Activities Follow Up Started After the World Wide Customer Satisfaction Survey, some complaints about bad experiences with Microsoft are Not CPE registered in an IRO activity for follow-up. IROS to follow-up FY09-IROS-CALL-RQA-Short description Call - Outbound Common Activities Follow Up Started Calls to customers related to Customer and Partner FY09-CPEX-CALL-RQA-Conditions of Satisfaction Not CPE Experience Follow-up Call Survey-Empresa Call - Outbound COS Agreement Initial Discussion Started Licensing Activities / License Not SAM A call from the AntiPiracy group to contact customers. Follow-up Call FY09-LICC-CALL-RQA-Short description Call - Outbound BSA Inconsistency Check Started Not 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 Started Customer service can create an activity to ISRs after receiving a call from customers. These activities represent Phone call that requires further FY09-CSRV-CALL-RQA-OPPTY VALIDATION Not Customer Service potential opportunities and are executed by ISRs. action Customer Campaign Name Call - Outbound Common Activities Follow Up Started Customer service can create an activity to ISRs after chatting with customers. These activities represent Chat that requires further FY09-CSRV-CHAT- RQA-OPPTY VALIDATION Not Customer Service potential opportunities and are executed by ISRs. action Customer Campaign Name Web - Inbound Common Activities Follow Up Started Customer service can create an activity to ISRs detecting a customer opportunity from a web form. These activities Online Form that raises an FY09-CSRV-FORM- RQA-OPPTY VALIDATION Not Customer Service are executed by ISRs. action Customer Campaign Name Web - Inbound Common Activities Follow Up Started
  • CallCenterProceduresGuide 36Appendix B – Data Quality Fields Guide ACCOUNTS Field Rule Reason to correct a) Field length must be greater than 2 Organization 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 b) Field must not be null Geographical localization, sent of correspondence, and the correct localization of the companys Address 1 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 companys City 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 companys Site 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 7 Main Phone Number 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 a) Field must not be null Site 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 null Total 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 null Site PCs Defines the segment and the work strategy to the company b) Field length must be greater than 0 a) Field must not be null Total PCs Defines the segment and the work strategy to the company b) Field length must be greater than 0 a) Field must not be null Employees 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 null Total Employees Defines the segment and the work strategy to the company b) Field length must be greater than 0
  • CallCenterProceduresGuide 37Appendix B – Data Quality Fields Guide CO N TA C T S Field Rule Reason to correct a) Field length must be greater than 2 First 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 2 Last 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 2 Job Title 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 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 (@) PROFILE CategoryData Quality is focused in obtaining seven categories in account profile: Desktop Operating System Server Operating System Data Base Messaging Desktop Tools ERP CRM