Customer Stories >>

Microsoft Bing

Requests for Support Double-digit drop
Development Cycle Shortened

Microsoft Bing Ads, a platform that helps advertisers reach customers with search engine marketing (SEM) on Bing and other web search engines, was seeking a way to solve common customer pain points, increase feature adoption, and speed up advertiser onboarding. They hoped to encourage user self-service in order to reduce incoming requests for support.

Microsoft Bing applied Walk-Thrus in strategic locations in order to guide users through complex processes and preemptively answer frequently asked questions. WalkMe’s analytics tools allowed Microsoft Bing to pinpoint customer pain points and tailor Walk-Thrus specifically towards those identified moments of frustration. After implementing WalkMe, Microsoft Bing Ads saw a 13% reduction in support calls.

"As a tech company, it’s very tempting for us to say, “We can build it ourselves,” but this would have required us diverting our time away from building Bing Ads features that customers have been asking for. We had a vision of how we wanted to improve the customer experience, and WalkMe already had the tools we needed. We are now able to quickly make changes in guided tours without having to build new tools or work around development cycles."
Haily De La Cruz
Program Manager


Microsoft Bing Ads was looking to increase new product feature adoption and solve common customer pain points with a ready-made solution that could be integrated into the platform. Most importantly, the team wanted to speed up the pace at which advertisers get up and running on Bing Ads. Additionally, they hoped that by providing an effortless self-service user experience, they could also decrease incoming customer requests for phone and online support.


Microsoft Bing Ads selected WalkMe’s Digital Adoption Platform to provide real-time interactive guidance in multiple languages directly on the Bing Ads platform. The contextual support and guides creating using WalkMe are strategically placed through tailored entry points throughout the web application in order to lead advertisers through complex processes through completion.

Bing Ads uses WalkMe’s Walk-Thrus in two key ways: (1) as an overview for a feature or area of the product that customers might find challenging, and (2) as a solution to a specific problem that customers have frequently encountered. Both approaches have proven their ability to reduce customer support calls. WalkMe also allows the Bing Ads team to customize and place Walk-Thrus on demand at strategic points throughout the customer experience. The team also uses Insights, WalkMe’s analytics platform, to understand and improve engagement with these Walk-Thrus.

Lisa Osse, Technical Writer at Microsoft, raves about the experience creating valuable experiences for customers using WalkMe: “The platform is easy to learn and intuitive. We are able to get valuable customer usage insights quickly. We love the ability for our writing team to iterate quickly on these tours without having to affect our software engineering teams.”


Thanks to WalkMe, Bing Ads now has the ability to provide a customer with contextual, on-screen guidance when they are struggling to accomplish a complex task or find an answer to a frequently asked question.

“Our guided tours can be discovered by hundreds of thousands of customers every month. We are thrilled to see that our tours have resulted in a 13% reduction in support calls,” explains Haily De La Cruz, Program Manager, Microsoft.

Most importantly, the team can create and release impactful content to improve the user experience, without requiring support from the engineering team. This empowers their team to be more agile and effective at providing their users with what they need, while allowing their engineers to focus on more important initiatives to further their product capabilities.