Microsoft Bing Ads Uses Strategic In-App Guidance to Speed Up Advertiser Onboarding and Solve Customer Pain Points
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.
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.
THE Challenge
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.
THE Solution
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.”
THE Benefits
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.
