Customer Support and Knowledge Management at Microsoft

1. Customer Support and Knowledge Management at Microsoft Case Study #2 Shavone F. Parris Idalia Fabregas Annette Immella Sergio F. Martins Huascar Teran

2. Why is the best customer support none at all? In essence this is self explanatory in more ways than one: • If the product works customers are not going to call for customer support. • This becomes an advantage to companies since the demand for customer service is minimal resulting in cost savings and/or resources can be allocated elsewhere. • Microsoft and other software vendors create and administer “user communities” featuring newsgroups, and user groups.

3. Benefits and costs of user groups • First, a user groupconsists of product users who meet periodically in a particular geographic location. The basis for these periodical meetings is to discuss new developments, problems and other issues related to a specific product (Microsoft Office). • User groups not only save Microsoft support dollars, but they also promulgate Microsoft products in a more intimate, local setting. • Such user groups help Microsoft lower Marketing costs since such practices such as a user group replace a little of the marketing that was previously done.

4. Benefits for Microsoft’s support newsgroups are: • Users obtain answers regarding error problems immediately from other users • Costs for Microsoft Support Centers are decreased • Creates a common ground between the users • Microsoft learns about their products and documentation problems from the questions posted on the newsgroups

5. Cost outcomes for Microsoft of support newsgroups are: • Costs (Positive) • Costs are minimal to Microsoft’s web sites since user groups are formed. • Costs – Negative: • Customers want to speak with Microsoft directly. • Customer may lose confidence in Microsoft by allowing users to do their work for them.

6. Dangers to Microsoft in supporting a user group? • Microsoft is allowing a selected few be the voice of millions. • Creates a negative image on behalf of Microsoft by working with only 1,900 individuals and taking their ideas away from them without commission or incentives.

7. How can a user group backfire on Microsoft? • Group might provide useless information • Participants might just say what they think Microsoft might want to hear • General pubic losses confidence and trust in Microsoft • Possible lawsuits from user groups with great ideas

8. What control can Microsoft exert over such groups? • Set objectives and goals for the user group sessions • Conduct rigorous screenings on the user group members

9. How much time should be spent on solving peoples problem? • Users or MVPs are appointed by Microsoft, and these individuals are globally acknowledged as Microsoft elite. • In order to provide a good service, a good portion of the day should be allocated to answer any technical questions that users may have. This would be done by dividing a period of time for each tech to take any online questions and through live chat room.

10. How to benefit from joining a user group • Gain more knowledge on the product and recognition throughout the world. • Clients can benefit from free technical support and are able to enhance their knowledge of the product.

11. Dangers of Newsgroups? • Customers might provide the wrong information. • Creating a liability for MS and frustrating other customers which could result in decline of sales. • Negative, derogatory or offensive comments can easily be posted

12. Does MS censor? • It is not apparent, live posting time stamped. • Expressed freedom • MS should censor postings in case faulty or malicious information is provided.

13. Information Systems used

14. Benefits and costs to Microsoft in supporting the MVP program • Innovative Ideas from diverse people • Out of the box thinking, no constraints that MS employees might encounter. • Peak customer interest, great marketing tool to get customers motivated about MS products • Low cost - high return • Negative: can create ‘competition’ to MS by MVP’s creating their own products or stealing ideas generated.

15. Why, besides the chance to meet Bill Gates, would someone want to become an MVP? What benefits accrue with that status? • As Causecast member Lon stated, “Gates isn’t just raising awareness…he’s trying to actually get things done in an immediate sense.” So, what’s Mr. Gates getting done today? Quite simply, a lot. More specifically, The Bill & Melinda Gates Foundation contributes to programs related to Global Health, Poverty & Development, Education & Learning, and—not done yet—Special Projects (Community Grants in the US and Emergency Relief). Operating on the principle that “all lives have equal value,” their mission is clear, compelling, and effective as they focus on some of the most neglected issues such as Diarrhea and Enteric Diseases, Vaccines, Financial Services for the Poor and High Schools (U.S.).