Case Study: Bing Ads achieves scalable, remarkable customer engagement (55% subscribed, +3.7 touchpoints) with UserVoice

Creating a Remarkable Customer Experience at Scale Bing it on

Bing Ads, Microsoft’s pay‑per‑click platform, needed to attract and retain advertisers by delivering a remarkable customer experience at scale. Strategy lead Susan Palmer found customer feedback scattered across inboxes and channels, making it hard to prioritize requests or follow up with users.

Bing centralized feedback with UserVoice forums and status updates and launched a “Trade Places with an Advertiser” immersion so engineers experienced the product as real advertisers. The program drove measurable engagement—55% of end users subscribe to status updates, 3.7 additional touch points per user on average, faster real‑time product advisory and over 150 engineers trained—improving prioritization, communication and customer satisfaction.

Bing Ads

Susan Palmer

Strategy and Planning Program Manager