In less than two years, Microsoft Business Solutions has transformed an inefficient customer loyalty management (CLM) program into one of the industry's most successful best practices.
A Walker Information client since 2003, Microsoft Business Solutions has been recognized within Microsoft for best practices in their Walker-led customer loyalty management programs. Microsoft Business Solutions' CLM program was recently featured at the annual Microsoft Connections Fair, which highlights company-wide best practices, for its ability to track loyalty information and provide a 360-degree view of customer experience.
The business software division of Microsoft has created a program allowing them to segment, model, and predict customer attitudes and behaviors. With Walker's help, Microsoft Business Solutions has significantly enhanced their current CLM program, which lacked uniformity and actionability. As a result, the program now provides Microsoft with strategic plans for improvement and immediate feedback.
The revamped CLM program -- or customer/partner experience (CPE) management -- allowed Microsoft to tailor each survey to the specific customer and gather information about specific experiences, or "moments of truth". This innovative project, which focuses on stages of the customer lifecycle, has been adopted by other business segments within Microsoft.
"To improve the customer/partner experience (CPE), Microsoft Business Solutions has created an exclusive listen-and-respond system that lets us fully and holistically understand the progress of each respondent," said Shawn Tronier, MBS Market Research Project Manager.
"Under this system, we can identify strategic areas of improvement and quickly address individual customer and partner response opportunities. In short, we've linked CPE measurement to the bottom line."
Microsoft's program uses CPE to build long-term customer loyalty, create better marketing strategies, and take fast action when customers are dissatisfied or need attention. Respondents are asked to report their attitudes and experiences throughout their customer lifecycle with Microsoft via a variety of web-based surveys. If respondents report negative experiences, the correct team member is automatically alerted and reminded to follow-up with the customer or partner.
"Microsoft Business Solutions has an amazing commitment to their customers," said Sonya McAllister, Walker Information strategic account manager who overseas the MBS account. "The hard work they put in to transform their previous CLM program has paid off, both internally and with their customers and partners."
A privately owned, Indianapolis-based company with offices in the U.S. and Canada, Walker Information is the worldwide authority in customer loyalty management. Through gathering and analyzing information that helps businesses better understand and serve customers, Walker also conducts critical business research in the areas of employee loyalty, corporate philanthropy, and business ethics for companies of all sizes. For more information, visit the company's website at www.walkerinfo.com or call 317.843.3939.
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