Customer Support and Customer Support and Knowledge Management at Knowledge Management at MicrosoftMicrosoft

Case Study #2

Shavone F. ParrisIdalia FabregasAnnette ImmellaSergio F. MartinsHuascar Teran

Why is the best customer support none Why is the best customer support none at all?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.

Benefits and costs of user Benefits and costs of user groups groups First, a user group consists 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.

Benefits for Microsoft’s support Benefits for Microsoft’s support newsgroups are: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

Cost outcomes for Microsoft Cost outcomes for Microsoft of support newsgroups are: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.

Dangers to Microsoft in Dangers to Microsoft in supporting a user group?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.

How can a user group backfire How can a user group backfire on Microsoft?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

What control can Microsoft What control can Microsoft exert over such groups?exert over such groups?Set objectives and goals for the

user group sessions

Conduct rigorous screenings on the user group members

How much time should be spent on How much time should be spent on solving peoples problem? 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.

How to benefit from joining a user How to benefit from joining a user groupgroupGain 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.

Dangers of Newsgroups? 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

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.

Information Systems used Information Systems used

Benefits and costs to Benefits and costs to Microsoft in supporting the Microsoft in supporting the MVP program MVP program Innovative Ideas from diverse peopleOut 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 returnNegative: can create ‘competition’ to MS by

MVP’s creating their own products or stealing ideas generated.

Why, besides the chance to meet Bill Why, besides the chance to meet Bill Gates, would someone want to become Gates, would someone want to become an MVP? What benefits accrue with that an MVP? What benefits accrue with that status?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.).