Since July 2013 we have been empowering Microsoft’s success by producing powerful success stories that are seen through the customer’s eyes, spotlighting the role played by the unique experiences and innovations Microsoft delivers. The fully tailored Customer Evidence Program supports Microsoft’s customer-centric strategy and highlights its success.
Keep a programmatic and structured approach throughout, while listening to the client and adjusting to their needs
Diversify our package offerings to include multiple formats such as written stories, social media teasers, videos and more
Cover both major market segments — Enterprise and small and medium-sized corporations — and remain focused on business goals
Define the different roles and their responsibilities clearly from the start and develop a fixed timeline and key strategies
Global research indicated by Edelman’s trust barometer shows that consumers trust each other and view each other as viable sources for information far beyond employees, salespeople, or industry experts. Your happy customers can become your best salespeople. And marketers know that high-quality, evergreen content has huge SEO and paid search benefits.
Customers want to know before they even begin to speak to the sales team that the product or solution they consider works. No matter where they may land in the sales cycle, your customer evidence asset demonstrates the value of your solution through the success of your customer.
With this in mind, we take a high-level approach to creating Customer Evidence content, utilizing all platforms and all formats to tell the story of your solution in a cohesive way.
In our Customer Evidence Program for Microsoft in Central and Eastern Europe, to date in FY18 we have produced, or have in production, success stories from businesses across 14 vertical industries in 13 CEE countries — representing 44% of the countries in the region.
These narratives of success are portrayed through written, visual, and audiovisual content formats, both in English and localized to the customer’s region, across all platforms: internal, external, and social.
The challenge and at the same time a success factor is to present a solution in a storytelling way relevant for the audience. The story should present the business benefits from the perspective of customers and end users. This requires taste and style in copywriting, as well as journalistic experience in storytelling, while also listening to customers during interviews to be able to accurately translate their message into written and visual stories.
At every step of the way, the process is guided by a dedicated Program Manager, who works closely with the client to provide solutions and solve the challenges that arise during the production of a Customer Evidence Program. The Program Manager ensures that stories and content packages are completely customized according to the client’s wishes and needs.
Content is produced in English and then localized to the language and region of the client’s market base. Throughout the entire production process, the client is fully supported by the Production Manager and the whole team.
The businesses profiled and the Microsoft representatives and partners share the content we produce across internal and external platforms, such as Yammer, Twitter, Facebook, and LinkedIn.
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Viktoriya Khimchak, MICROSOFT UKRAINE