Why Microsoft Invests in Executive Briefing Centers

Executive Briefing Centers (EBCs) contribute to Microsoft’s success in five ways:

Improving customer satisfaction. Focused personal attention from Microsoft gives the company better insight into its customers’ thinking, and customers appreciate the opportunity to meet with senior executives in a setting that encourages frank interchanges. For Microsoft’s field sales organization, the EBC is a foolproof way of ensuring that high-level Microsoft executives get involved with their accounts to resolve outstanding issues or key concerns. Not surprisingly, Microsoft’s research shows that its happiest customers are those with personal contacts inside Microsoft who look out for the customers’ interests and give them access to decision makers. EBC briefings aid in the development of such relationships.

Providing product teams with real-world contact. Each executive briefing provides personnel responsible for the marketing and development of particular products and services a chance to interact directly with important customers. Although pre-briefing preparation and post-meeting follow-up can be quite time-consuming, the opportunity to understand customer needs and concerns better, and to refine the product or service pitch—without having to travel and arrange meetings personally—often proves invaluable.