Microsoft puts the Surface touch factor into customers’ hands
A demo kit built around the device and its accessories, requested online and returned by pickup
Selling Surface without the touch factor
Sales feedback was clear. If you can get a customer to touch the device, the chances of closing the deal are much greater. That is why Surface made an appearance at many industry tradeshows and ran an extensive demo device program. Then COVID-19 shut down in-person events.
The problems to solve were how to reach people no longer working in the office, and how to create a rich experience that delivered the same value as an in-person interaction. Customers were spending more time at webinars and virtual events, and it was getting harder for them to stay focused. A kit designed to optimize that experience, and to put the device in their hands for extended periods, had the potential to be the most engaging demo experience ever delivered.
The Surface Experience Kit
The kit contained a device, headphones, digital pen, and ergonomic mouse, everything needed to get the most from a virtual event. Customers requested one from a microsite and had it in two days. Turning on the device revealed a OneNote template ready to collect notes.
A box worthy of unboxing
The sleek minimalist design included custom slots for Surface Headphones 2, a Surface Arc Mouse, a Surface Pen, the Surface itself and assorted cables. Four different inserts were designed to fit seven different Surface device models.
Creativity Awaits, on the lid
On the lid of the matte black box, the message “Creativity Awaits.” appeared in one corner. Inside, each device carried a label reading “Surface Sterilized. This Surface has been cleaned with disinfectant.”
An easy end to the experience
After the virtual event, customers repacked the kit and applied the pre-paid return label. One phone call and the package was picked up the next day, returned to the warehouse to be sterilized and recirculated.
Follow-up from a sales rep
A sales rep followed up after the experience to see if the customer was interested in purchasing Surface devices for their organizations. Branded communications had already confirmed the request and estimated date of delivery.
A hands-on experience
Recipients rated the kits 4.5 stars out of 5, and follow-up from an account manager summed up the experience with an easy path to purchase.
