Call center guide 3 tier contact model

Call Center Procedures Guide

1
CRM Team

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

2

Customer Engagement and Relationship Strategy
Concepto
• 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

Customer Engagement and Relationship Strategy
3 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

Execution through Activities
Concepto
• 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 May

Some examples

* Para la lista completa de taxonomias, ver appendix A
5

Execution through Activities
Cómo se ve

Create Oppty from Status: Muestra el status de la
Activity: Si la ejecución de actividad:
la actividad lleva a la • not started: Aún no se ha
creación de una ejecutado.
oportunidad, éste botón • In progress: Está siendo
debe utilizarse para crear procesada.
una y asociarla con la • Done: Ha sido ejecutada y
actividad. cerrada.
• Cancelled: Se ha cancelado.

Call Disposition: Sólo si
Description: Ayuda a la actividad requiere acción.
entender el propósito de la Este campo registra
actividad. feedback sobre la ejecución
de la actividad (No interest
Comments: El equipo de in subject, no phone,
CRM puede cargar interested, etc.)
información adicional para
hacer más entendible la
actividad. ISRs pueden
escibir comentarios
Additional Information:
Igual que Comments
adicionales.

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

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 deployment

Fases – 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

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

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

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

• 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

MMRP - Welcome
Taxonomy

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

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

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

• After welcome phase is executed some months before, a deploy activity is uploaded into Siebel with a specific date to contact the customer.
• 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

MMRP - Deploy
Taxonomy


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

What it looks like


Taxonomy helps identify the
activity


13

MMRP – Deploy Materials
Customized deploy message explaining the program.

numbers, etc.


Support resources to deploy products

14

MMRP - Use
Concept
• This phase provides recommendations to achieve the best usage of Microsoft products.
• Use email is sent to customer after six months of purchase.

• After deploy phase is executed some months before, a use activity is uploaded into Siebel with a specific date to contact the customer.
• 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

MMRP - Use
Taxonomy


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

What it looks like


Taxonomy helps identify the
activity


16

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

Touches
• 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

MMRP Use – True-Ups
Taxonomy
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
First Year T-30 FY09-MMRP-USES-RQA-TrueUp T30 First Year Not Started Anniversary Date: mm/dd/yyyy
Second Year T-60 FY09-MMRP-USES-RQA-TrueUp T60 Second Year Not Started Anniversary Date: mm/dd/yyyy
Second 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

MMRP – Use Materials
Customized use message explaining the program.

numbers, etc.


Product Use recommendations

19

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

MMRP - Renew
Taxonomy
All activities have information to track the contract in MSExplore or in EOLAS. The Comments field have detailed information including the AgreementID.

Touch Taxonomy (activity description) Status Comments AdditionalInfo
Agreement ID,End Date,Authorization #,License Agr. ID,End Date,License
T-180 FY09-MMRP-RENEW-RQA-T180 Not Started Type,Allocation,Products Type,Alloc
T FY09-MMRP-RENEW-RQA-T Not Started Type,Allocation,Products Type,Alloc
T+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.


Taxonomy shows
when to contact the
customer.

Type, and products are included in this field.

21

MMRP – Renew Materials
Customized renewal message explaining the program.

numbers, etc.


Benefits to renew

22

Data Quality – Profiling
Concept
• Every month the CRM Team generates an analysis to detect deficiencies in the basic profile for Accounts and Contacts.
• Deficiencies are uploaded into Siebel to ISRs as activities that require action.
• Analysis includes installed platform deficiencies in accounts.

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

• 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

Data Quality – Profiling
Taxonomy

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

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

• Data Targeting is executed through 3 Tier contact model – MMRP 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

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

3 Tier Contact Model - Integrated Execution
Concept
• An integrated execution should guarantee that when customers are called, they are contacted with unique speech that gathers information from all pending activities (MMRP, Data
Quality, MQPs, etc.).
• The integrated execution avoids contacting customers several times for different reasons.

• The 3 Tier Contact Model has three main areas to focus on:
1. MMRP: Provides a reason to contact and builds relationships with customers. A reason to contact helps start the conversation. Afterwards it is possible
to expand and complement the conversation to talk about different topics.
2. Data Mining Analysis: Provides a set of mathematical analysis that helps identify each 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.

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

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 validated
2. Platform was validated  Data Quality
3. 2 out of 3 Targets were validated
28

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

3. 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

MQPs, PQPs and SQPs
• 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

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

• 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

Routing Calls
What it looks like

Find Routing Calls by looking at the Taxonomy

Due Date is established by the contact strategy.

32

Appendix A – Taxonomy Guide
Page Taxonomy
Origin of reference Description of the activity Type of Activity (activity description) Type Category Purpose Status
The proactive Data Quality project
guarantees that ISRs verify account's Common In
Data 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 the
Microsoft Relationship Volume Licensing program after 30 days of Not
Program 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 containing
Microsoft 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 Deployment
Microsoft Relationship follow-up call is executed through ISRs Not
Program 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 Use
Microsoft Relationship 4,5,10,11,12, follow-up call is executed through ISRs Not
Program 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 180
Microsoft Relationship days before the contract expires. Not
Program 4,5,14,15 Renew T-180 FY09-MMRP-RENEW-RQA-T180 Call - Outbound MMRP Renew - Call Started
the materials. This phase is executed in
Microsoft Relationship the same month of the contract expiring Not
Program 4,5,14,15 date. Renew T FY09-MMRP-RENEW-RQA-T Call - Outbound MMRP Renew - Call Started

Page Taxonomy
Origin 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 call
Microsoft Relationship is executed 30 days after the contract Not
Program 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 of
Marketing 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 of
Marketing registered for ISRs information. Execution FY09-MKTG-TCON-FYI-Short description Meeting Event Attendance Done
Webcasts assistance are registered for
Marketing ISRs information. Webcast - Assistance FY09-MKTG-WBCA-FYI-Short description Meeting Event Attendance Done
Webcasts invitations are registered for
Marketing 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 Not
Marketing activities MQPs Follow-up Call Name/WWE_ID MQP Lead Prospect Started
Events assistances are registered for ISRs
Marketing information. Event - Assistance FY09-MKTG-EVEA-FYI-Short description Meeting Event Attendance Done
Events invitations are registered for ISRs
Marketing 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- Common
Marketing Mail to customers e-Mail mail campaign) Email - Outbound Activities Campaign Done
Marketing activities can include sending Common
Marketing 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 Not
Marketing 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 Not
Marketing clearly describe the activity. Follow-up Call FY09-MKTG-CALL-RQA-Short description Call - Outbound Activities Follow Up Started
Marketing events executed through
Marketing 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 through
Marketing through partners can be registered for ISRs Marketing through Partner -
Partner information (Invitation) Invitation FY09-MKTP-EVEI-FYI-Short description Meeting Event Invitation Done
Marketing through Marketing through partners activities can Marketing through Partner - FY09-MKTP-MAIL-FYI-Short description(specify it is an e- Common
Partner include sending e-Mail to customers eMail mail campaign) Email - Outbound Activities Campaign Done
Marketing through Marketing through partners activities can Marketing through Partner - Corresp/Letter - Common
Partner 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 Not
Prospecting Machine customer request. Follow-up Call FY09-PMAC-CALL-RQA-Short description Call - Outbound Activities Follow Up Started

Page
of Taxonomy
Origin 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 Not
Routings calls activities. Follow-up Call FY09-RUTA-CALL-RQA-Short description Call - Outbound Activities Follow Up Started
Common Not
Partners Calls to partners Follow-up Call FY09-PTNS-CALL-RQA-Short description Call - Outbound Activities Follow Up Started
After the World Wide Customer
CPE - World Wide
Satisfaction Survey, some complaints Common Not
Customer Sasisfaction IROS to follow-up FY09-IROS-CALL-RQA-Short description Call - Outbound Follow Up
about bad experiences with Microsoft are Activities Started
Survey
registered in an IRO activity for follow-up.
Licensing Activities / A call from the AntiPiracy group to License Inconsistency Not
SAM 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 Not
Dynamics 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 Not
Customer Service by ISRs. further action Campaign Name Call - Outbound Activities Follow Up Started
ISRs after chatting with customers. These
activities represent potential opportunities Chat that requires further FY09-CSRV-CHAT- RQA-OPPTY VALIDATION Customer Common Not
Customer Service and are executed by ISRs. action Campaign Name Web - Inbound Activities Follow Up Started
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 Not
Customer Service executed by ISRs. action Campaign Name Web - Inbound Activities Follow Up Started

36

Appendix 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
Geographical localization, sent of correspondence, and the correct localization of the company's
Address 1 b) Field must not be null
revenue
c) Field must not contain words like "undefined", "unknown" or any other unclear word
b) Field must not be null Geographical localization, sent of correspondence, and the correct localization of the company's
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
b) Field must not be null Geographical localization, sent of correspondence, and the correct localization of the company's
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
Main Phone Number Main way of communication with company
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
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
Site PCs Defines the segment and the work strategy to the company
b) Field length must be greater than 0
Total PCs Defines the segment and the work strategy to the company
Employees At Site Defines the segment and the work strategy to the company
Total Employees Defines the segment and the work strategy to the company

37

Appendix B – Data Quality Fields Guide

Contacts
Field Rule Reason to correct
First Name Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.)
Last Name Identifies the contact to call or send Dmails. This field appears in correspondences (event invitations, letters, etc.)
Job Title Helps marketing activities to have better approach with customers.

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

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

Vertical Industry a) Field must not be null Helps understand the approach with customers in the sales process
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
Data Quality is focused in obtaining seven categories in account profile:

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

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