How trust, inclusivity and authenticity drive the customer experience at Microsoft

Microsoft, the tech giant, is seeking to build differentiation around the values that guide its customer experience and wider strategy.

Tuula Rytilä, corporate vice president for Microsoft Digital Stores, is tasked with delivering a superior experience for shoppers with the technology firm.

As part of this process, she leads Microsoft’s digital storefronts – including and the Microsoft Store on its Windows devices and Xbox gaming consoles – which together have a presence in more than 190 countries.

The principles that Microsoft is following as it tries to build meaningful, enduring connections with store visitors in these markets include:

  • Building trust
  • Prioritizing inclusivity
  • Focusing on authenticity
  • Empowering front-line staff
  • Supporting regulation

Building trust

“We are in the business of trust,”...

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