A group of five Marketing students from Strathclyde's Master's programme recently received high praise from Microsoft UK for their outstanding consulting work for the Customer Partner Experience (CPE) Department of the global IT giant. The group, comprising James Hemple, Anil Mann, Michael Schellenberg, Ye-Cheng Lao and Huey-Chien Hu, investigated the drivers of satisfaction of Microsoft UK's Technical Audience (IT Professionals and Developers) and identified how Microsoft UK could improve its customers' satisfaction.
The project was split into two key phases, with phase one involving industry research to highlight the best practices in customer relationship management outwith the IT Industry. Phase two involved research with the technical audience to identify the key factors that influence this group's satisfaction with Microsoft. The highlight of the project was presentation of key analysis and recommendations of the study at Microsoft UK's head office during their end of year review.
Microsoft UK was clearly impressed with the student's input. Maxine Cook, Business Insight Manager, said, "The Strathclyde team tackled the big challenge of how Microsoft can drive customer satisfaction with Technical Audiences (and) demonstrated strong understanding of the theories behind customer relationship management. The analysis of the findings from their research validated Microsoft intelligence and provided fresh perspective and practical recommendations on delivering solutions."