This document provides guidance on call center procedures. It introduces a three tier customer engagement and relationship model focusing on building relationships through targeted marketing and data validation. It discusses executing activities in Siebel to track customer interactions, with taxonomy used to differentiate activity types. Procedures are outlined for welcoming new customers, ongoing customer support through renewals, and ensuring data quality.

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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 12
3. Use 15
4. Use – True-ups 17
5.Renew 20
Data Quality 23
Data Targeting 25
3 Tier Contact Model - Integrated Execution 27
MQPs and PQPs 29
Routing Calls 31
Appendix A – Taxonomy Guide 33
Appendix B – Data Quality Fields Guide 36

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Customer Engagement and Relationship Strategy
CONCEPT
Microsoft 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 base
add 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 standards
This model is called the 3 Tier Contact Model and it has Market customers buy what benefits their business and data requirements
three 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’s
1. Mid Market Relationship Program and LTV: well being, responding promptly to their queries and
Provides a reason to contact and helps connect with 3. Data Validation: complaints and by providing value
customer � 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

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Customer 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.

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Execution 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

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Execution through Activities
W H AT I T LO O K S L I K E
Create Oppty from Activity: Status: Shows the activity
If the execution of the activity status:
leads to the creation of an • not started: it is not yet
opportunity, this button must executed.
be used to create one and • In progress: it is being
associate it with the activity.
processed.
• Done: it has been
executed and closed.
• Cancelled: it has been
Description:
Helps understand the activity
cancelled.
purpose.
Call Disposition:
Only if the activity requires
action. This field registers
feedback about the activity
Comments: execution (No interest in
The CRM team can upload subject, no phone, interested,
additional information to etc.).
make the activity more
understandable. 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.

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Mid 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.

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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

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MMRP - 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 Y
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

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MMRP - 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.

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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.

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MMRP – 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

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MMRP – 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.

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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

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MMRP - 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 Y
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
REMARKS
A good use experience of products and benefits helps develop the customer’s potential and leads to customer satisfaction.

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MMRP - 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.

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MMRP 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

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MMRP 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.

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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

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MMRP - 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.

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MMRP - 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.

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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

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

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Data Quality – Profiling
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.

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Data 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 Y
Taxonomy (activity description) ActivityType ActivityCategory ActivityPurpose Due Date Status
FY08-MKTG-TARG-RQA-Campaign Name, Product,
Prob/PX, Source Call – Outbound Common Activities Campaign End of Fiscal Year Not Started

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Data Targeting
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.

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3 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

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3 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
REMARKS
Cover 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

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MQPs, 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:

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MQPs, 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.

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Routing 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

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Routing 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.

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Appendix 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 account's 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

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Appendix 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

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Appendix 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

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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
b) Field must not be null Geographical localization, sent of correspondence, and the correct localization of the company's
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 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
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 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
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

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Appendix 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
Category
Data Quality is focused in obtaining seven categories in account profile:
Desktop Operating System
Server Operating System
Data Base
Messaging
Desktop Tools
ERP
CRM