Microsoft UK & EMEA

Project: CRM Training for Microsoft Academy
Deliverables: Training
Sector: Technology
Client: Microsoft UK & EMEA

 
7 European CRM Courses with satisfaction scores >80%

Business issue

Marketing training is often uncoordinated. Marketers typically attend a number of marketing courses and have to decide how they use the skills learned within their working lives. Microsoft wanted to do better - creating a marketing training programme which fitted with their marketing goals, allowing them to adapt requirements as commercial imperatives changed, which had a genuine impact on staff motivation, skills development and marketing effectiveness. They wanted consistent training across Europe enabling them to transfer staff between markets seamlessly and share best practice.

Programme content

The Microsoft Marketing Academy was trialled in the UK and now runs across EMEA. A balanced curriculum matches Microsoft’s core marketing competences. The training is delivered by internal experts, the Chartered Institute of Marketing, Henley Management College and independent industry figures. Participants can either attend individual courses or sign up for a larger programme ending with a CIM diploma, using their normal work as course work. The curriculum now covers 43 courses.

Chemistry Consulting helped create the Academy programme. We sourced training partners, fitted the curriculum to Microsoft’s Marketing Competences, developed the Academy proposition, brand and communications. We deliver the Direct Marketing & CRM training running 7 half day courses across EMEA.

Outcome

The Academy has grown substantially since launch and is now a key component of Microsoft’s staff acquisition, retention and development plan globally. 96% of UK marketers have attended at least one course. Microsoft has achieved a 12% increase in their occupational health index score and has been voted in the top 10 companies to work for in the UK. Marketers from 16 different countries have attended EMEA courses. Chemistry runs 7 courses, average delegate satisfaction scores are 79% for these courses, with the average score for the Course Leader consistently over 80%.