Customer Support and Knowledge
Management at Microsoft
Case Study #2
Shavone F. Parris
Idalia Fabregas
Annette Immella
Sergio F. Martins
Huascar Teran
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.
Benefits and costs of user 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 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 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 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 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 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 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 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.
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
Hardware
Software
Data
News
Groups
PC’s,
accessori
es
Information
collected
from ‘user
communities’,
meetings and
conferences
User
Communi
ties
Chat
Rooms
Procedures
People
Best
Practice
MVP’s
Q &A
User
Groups
MS
Employees
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.
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.).