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Call
    Center
Procedures
     Guide
CallCenter
ProceduresGuide

                                                                                 2



Table of Contents
Customer Engagement and Relationship Strategy (Introduction to the model)   3
Execution through Activities (basics)                                       5
Mid Market Relationship program                                             7
      1. Welcome                                                            9
      2. Deploy                                                             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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                                                                                                                                                                                                                        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
                      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
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R00 manual guía call center

  • 1. Call Center Procedures Guide
  • 2. CallCenter ProceduresGuide 2 Table of Contents Customer Engagement and Relationship Strategy (Introduction to the model) 3 Execution through Activities (basics) 5 Mid Market Relationship program 7 1. Welcome 9 2. Deploy 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
  • 3. CallCenter ProceduresGuide 3 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
  • 4. CallCenter ProceduresGuide 4 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.
  • 5. CallCenter ProceduresGuide 5 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
  • 6. CallCenter ProceduresGuide 6 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.
  • 7. CallCenter ProceduresGuide 7 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.
  • 8. CallCenter ProceduresGuide 8 Mid Market Relationship Program (MMRP) REMARKS • MMRP provides a determinant reason to contact customers at a specific time and via a specific delivery channel (Phone, e-mail). • MMRP helps improve customer satisfaction through engagement, deployment and quality of communications. • Microsoft gets better renewal rates. • MMRP enables cross/up- sell � Increase sales
  • 9. CallCenter ProceduresGuide 9 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
  • 10. CallCenter ProceduresGuide 10 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.
  • 11. CallCenter ProceduresGuide 11 MMRP – Welcome Materials Customized welcome message explaining the program. The materials are written in the country’s native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager. Other customized messages depending on the license type. Details of purchased licenses.
  • 12. CallCenter ProceduresGuide 12 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
  • 13. CallCenter ProceduresGuide 13 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.
  • 14. CallCenter ProceduresGuide 14 MMRP – Deploy Materials Customized deploy message explaining the program. The materials are written in the country’s native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager. Support resources to deploy products
  • 15. CallCenter ProceduresGuide 15 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.
  • 16. CallCenter ProceduresGuide 16 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.
  • 17. CallCenter ProceduresGuide 17 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
  • 18. CallCenter ProceduresGuide 18 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.
  • 19. CallCenter ProceduresGuide 19 MMRP Use Materials Customized use message explaining the program. The materials are written in the country’s native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager. Product Use recommendations
  • 20. CallCenter ProceduresGuide 20 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.
  • 21. CallCenter ProceduresGuide 21 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.
  • 22. CallCenter ProceduresGuide 22 MMRP - Renew Materials Customized renewal message explaining the program. The materials are written in the country’s native language. Details of the purchase: Licensing Type, dates, contract numbers, etc. Letter signed by Account Manager. Benefits to renew
  • 23. CallCenter ProceduresGuide 23 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.
  • 24. CallCenter ProceduresGuide 24 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.
  • 25. CallCenter ProceduresGuide 25 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
  • 26. CallCenter ProceduresGuide 26 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.
  • 27. CallCenter ProceduresGuide 27 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
  • 28. CallCenter ProceduresGuide 28 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
  • 29. CallCenter ProceduresGuide 29 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:
  • 30. CallCenter ProceduresGuide 30 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.
  • 31. CallCenter ProceduresGuide 31 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
  • 32. CallCenter ProceduresGuide 32 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.
  • 33. CallCenter ProceduresGuide 33 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
  • 34. CallCenter ProceduresGuide 34 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
  • 35. CallCenter ProceduresGuide 35 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
  • 36. CallCenter ProceduresGuide 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 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
  • 37. CallCenter ProceduresGuide 37 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