Transforming The End-To-End Customer Experience With Microsoft
Problem
Australia's Office Software market has enjoyed healthy growth, fuelled by a stable economy, demand for feature-rich solutions, and rising popularity of cloud-based options. Microsoft Office dominates, however this made incremental gains challenging with an 'attach' sales model, where an emphasis on acquisition through secondary sales had reached a ceiling.
Pressure
Facing growth and revenue stagnation, Microsoft's challenge was enhancing Office's perceived value and engagement, especially as a secondary purchase. The issue: customers not recognising its full capabilities. Addressing this required a strategic shift towards deeply understanding the evolving customer needs throughout their journey. It was critical to identify and address growth barriers, to reposition Microsoft Office as a vital, standalone product in the customer's tech ecosystem.
Solution
Microsoft redefined its growth challenge, focusing on consumer engagement and retention by transitioning from one-time purchases to a service-based approach for Office. This led to the creation of the 'Living Office' engagement model, aimed at driving incremental growth and usage. It optimises customer interactions with Office at every touchpoint, providing effortless inspiration and resources. This approach continuously demonstrates Office's capabilities, ensuring customers have the right tools at their fingertips.
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Impact
The new model marked a customer-centric revolution in Office retail, encompassing a full executional roadmap. It included tactical quick-wins for immediate in-store impact and Australia-specific in-market trials. Moreover, these solutions were not isolated; they were integrated into the global Office product roadmap, ensuring a cohesive strategy that balanced local innovations with overarching global product development goals, all while keeping the customer's needs at the forefront.