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Case Study: Tips From Microsoft on Cultivating Customer Satisfaction & Loyalty on a Global Scale

by Kimberly Smith  |  
June 9, 2009

Company: Microsoft Corporation
Contact: Nestor Portillo, Director, Community and Online Support
Location: Redmond, WA
Industry: Software
Annual revenue: $60,420,000,000
Number of employees: 91000

Quick Read

With millions of customers in more than 90 countries, Microsoft Corporation hardly requires an introduction in many parts of the world. Its products and brand awareness have achieved a scope and reach that many companies might only dream of attaining.

But maintaining such a high-impact global presence introduces its own variety of challenges: staying in tune with individual markets, ensuring broad customer satisfaction, and quickly containing unanticipated user issues before they get out of hand.

Microsoft has found a way—using Web-monitoring tools, social-media analytics, and the energy of influencers—to demonstrate to its customers worldwide that it is actively listening to them, solving their issues, and answering their needs as quickly and accurately as possible.

No matter the size or reach of your organization, this study offers insights on how to maintain a solid grasp on brand and product perceptions in the marketplace while driving increased customer loyalty through active outreach and consumer education.


Nestor Portillo, director of community and online support for Microsoft, said his team's mission is clear: "to drive quality of experience and ensure productive usage of our technology in the marketplace."

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Brandon Tue Jun 9, 2009 via web

    When I saw the headline of this article, I got a good laugh. In my experience, Microsoft should be the last one featured in an article like this. I've had nothing but trouble dealing with the Adcenter folks and these people seem content with an inferior product. You would think out of all units of their business, this would be one you want to get right. Just look at Google’s cash cow Adwords for Pete’s sake? I have gone as far as completely pausing my $10k+/month paid search campaign out of frustration from adCenter. Adcenter has obvious but fixable flaws and after two years of providing feedback, outlining the problem and solutions, nothing has happened. Microsoft is the worst company I've ever had to do business with, Yellowpages being a close second.

  • by Brandon Tue Jun 9, 2009 via web

    Please, someone from Microsoft, forward this article to the Adcenter folks. They could use a refresher course in customer satisfaction!

  • by Nestor Portillo Wed Jun 10, 2009 via web

    Hi Brandon

    If there is a way to help you please don't hesitate to contact me by sending an email to me. I'll see if I can help.

    My email is my

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