Magazine article Management Today

A Story from Missouri

Magazine article Management Today

A Story from Missouri

Article excerpt

Just to show that Microsoft knows what is involved in a CRM overhaul, here is an account of its own recent experiences

TWO years ago, Microsoft embarked on its own large-scale CRM project Code-named Missouri, it is designed to replace hundreds of solutions used in sales and marketing in different countries with just six systems that would be used globally. There were a number of reasons for the change, according to Shaun Orpen, customer marketing director of Microsoft UK. 'Our customers operate in an increasingly global world and we also wanted to improve customer satisfaction by ensuring that we respond appropriately. Global solutions mean that we can modify our business more quickly.' Microsoft's customers range from a consumer buying a single copy of Flight Simulator to a multinational corporation purchasing thousands of software licences, and, says Orpen, the biggest challenge was meeting the variety of requirements. The aim is to create a 'virtual relationship' with each customer, whether the contact is via the web, telephone, mail or any other channel. …

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