How Microsoft builds brand loyalists

Stephen Whiteside

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Microsoft is looking to turn short-term buyers of its products into long-term fans of its brand.

"Over the last few years, we've been really shifting from the notion of earning customers to the idea that we need to earn fans," Kirsten Ward, Microsoft's General Manager/Windows and Devices Marketing, told delegates at the 2017 Collision conference in New Orleans.

"And when we think about earning fans, that's something that is a higher-order aspiration. It goes beyond just having a relationship with the customer. But how do you create a fan? How do you create someone who not only uses your products,...

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