Customer service

Kent, Gillian
June 2004
New Media Age;6/10/2004, p18
Trade Publication
This article presents an interview with MSN director Gillian Kent about her goals for the company in Great Britain. Kent has been at Microsoft for 11 years and at MSN for five years, as of June 2004. She joined as head of marketing with one of her big goals: to take the portal from number 13 to number one. Her other objective is to ensure that MSN delights its customers and remains constantly on top of what they want. She says her role is to be the voice of the customer. It is her responsibility to tell the company what the customers want, what they are going to want and how the company can improve things. By her own admission, Kent's appointment coincided with a realisation within MSN that reconciled the opposing sides of the company. Company executives have been going through cycles around whether MSN is a media company or a technology services company, and there has been an internal tension about it. The company built its business around great software services, but how it makes money is through being in the media industry and by selling the audience. Kent is also clear that the media and services businesses are completely interrelated. The growth in services revenue will come from MSN following its established strategy of adding paid-for premium services on top of its free offerings. INSET: CURRICULUM VITAE.


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