With over 50 years of experience, Polaris designs, engineers, manufactures and markets off-road vehicles (ORVs) for recreational and utility use. Their ORVs include allterrain vehicles (ATVs), the Polaris RANGER™, snowmobiles and Victory motorcycles. They recently introduced a new on-road electric powered neighborhood vehicle. Polaris has developed over six different product lines and annually posts sales over $1.6 billion.
Polaris Industries Inc. trades on the New York Stock Exchange under the symbol "PII," and the Company is included in the S&P Small-Cap 600 stock price index.
Polaris developed an internal survey tool to collect customer feedback. One of the major initiatives the internal tool was used for was the ongoing measurement of customer satisfaction through monthly surveys. Unfortunately, the internal tool did not allow for the look and feel to be customized causing surveys to look dated. When creating surveys, it was difficult to add images on the fly. As a result, the research manager had to coordinate with the IT department to upload an image. Aside from the rigidity, a big complaint from the market research managers was surveys were not welcoming and were a poor extension of the Polaris brand.
"We needed a better solution to help put the right questions in front of the right people."
—Dawn Anderson, Consumer Research Manager, Polaris
A major aspect of Polaris customer surveys is the Net Promoter Score. Net Promoter Scores are shared monthly throughout the entire organization from executives all the way down to engineers. As such, reporting is a critical piece for customer surveys. However, the internally built tool lacked reporting. All data analysis has to be completed manually. When a product manager wanted to see a cross-tab report comparing their product to the overall company NPS score, the research managers manually recoded all the data and completed the data manipulation in excel. The entire process took 2-3 days to get the product manager the completed report.
"After using the internal tool just once, I never wanted to conduct another survey with it again. We needed a better solution to help put the right questions in front of the right people," said Dawn Anderson, Consumer Research Manager for Polaris' Off-road Vehicle Division.
Polaris' market research managers switched to Cvent Web Surveys after determining it met all their requirements for a survey solution.
Now with Cvent, the market research managers have more flexibility to create professional looking surveys. Since many sales are made through a Polaris dealer, Polaris doesn't capture a customer's email address at the point of sale. Accordingly, they send postcards after a purchase to solicit customer feedback. Prior to using Cvent, the survey and the postcard didn't have the same Polaris look and feel. However, now Polaris is able to customize the appearance of their early buyer surveys to match their postcard invitation. Cvent allows Polaris to design surveys that are a true extension of the Polaris brand.
Cvent's solution has also helped Polaris to grow their contact database. With Cvent, Polaris now collects customer email addresses and other demographic information allowing them to easily conduct additional research. In the past, they used a research vendor to conduct additional studies such as concept tests.
Finally, Cvent comes with built in reporting capabilities. "Cvent's reporting is so easy," explains Anderson. "With the Cvent tool, I just click and I get easy to read, visually appealing reports that I feel good about sending out." In addition to the user-friendly reporting module, Polaris utilizes the Cvent Professional Services Group to create customized monthly reports that showcase the company's Net Promoter Score trends.
Cvent Web Surveys brings measurable ROI to the Polaris market research managers. Prior to using Cvent, their early buyer postcard invitation received a 5-6% response rate. After implementing Cvent and updating their process to include an incentive and an improved survey experience, the early buyer survey program sees a 15% response rate. This 200% increase in response rate gives Polaris more confidence in the data collected.
Polaris is now also able to conduct additional research in house because it's easy. Using the emails collected through the postcard survey, Polaris sees a 20-30% response rate from their email surveys. These surveys help Polaris collect feedback on products and dealers, as well as conduct concept tests.
The most important take away from the switch to Cvent is the time savings in reporting. Product managers no longer need to wait 2-3 days to receive a cross-tab report about their product, it's immediate. "With the Cvent tool, there's a 75% decrease in the time it takes to create and share reports," says Anderson. Cvent makes it simple to see what customers like and want. This time savings gives the market research manager the bandwidth to conduct additional research instead of outsourcing it.
As far as the market research managers are concerned, Cvent has put their internal tool into extinction.
Founded in 1999, Cvent is the world's largest meetings and event management technology company and has 1,400+ employees worldwide. Cvent offers web-based software for online event registration, meeting site selection, event management, mobile apps for events, e-mail marketing and web surveys, and helps more than 10,000 clients in 90 countries manage hundreds of thousands of events, surveys and e-mail campaigns. Cvent's client base includes corporations from every major industry, associations, universities, and non-profit organizations. For more information, please visit www.cvent.com, or connect with us on Facebook, Twitter or LinkedIn.