Signet Pty Ltd began trading in 1968 and is now one of Australia's leading distributors of warehouse consumables, packaging materials and safety supplies. Named to the Top 30 Companies in Queensland, they are also a leading manufacturer of industrial marking products and stretchfilm and plastics.
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Problem
With Signet's continued growth, the support and marketing departments wanted to institute a Voice of the Customer (VOC) program within the organization. However, there was no standardized process in place for collecting customer feedback Instead, feedback was collected on a one-off basis. Sometimes insights from these conversations were manually entered into an excel spreadsheet, but creating reports was difficult and time consuming since there was no standardized format. Signet needed a way to standardize feedback collection that would make it easy to create reports, share feedback across the organization and close the loop with customers.
"Cvent reporting is quick, easy and in real-time. We're able to forward findings to senior management immediately"
—Josh Cameron Sales & Service Manager, Signet
Solution
Signet outlined their needs for a feedback solution and selected Cvent Web Surveys. Cvent was selected for the organization's strategic feedback initiatives because of its ease of use, robust reporting capabilities and visual appeal. After implementing the solution, Signet found other favorite features such as the email marketing component.
Josh Cameron, Catalogue Sales and Service Manager at Signet, explained why the email marketing was such a big value add, "The beauty of the tool is that we can Signet-ize it! We are able to brand the email invitations – as well as the survey – and fully replicate our brand." However, the importance of the email marketing feature didn't stop at the ability to brand survey communications. "Although it seems simple, the fact that you can just set invitations and reminders and walk away was revolutionary for us," explained Cameron. Signet typically sends an automated reminder a week before the survey closes, always causing at least a 20% jump in completed responses.
The email marketing reports included in the survey solution gave the Signet team an unprecedented view into the quality of their customer contact information as well. The first survey they ran was an overall customer satisfaction survey. When they sent the invitation, they discovered that 15% of the list had bad email addresses, a level of detail that was unavailable in other email marketing tools.
In addition to fully using the email marketing functionality, Signet receives a lot of value from triggered email alerts. It was very important to Cameron to implement a feedback program that allowed Signet to close the feedback loop. When creating surveys, Cameron always sets up triggered alerts for unsatisfied customers. "Besides calling just to say thank you for providing feedback, it's important to contact unhappy customers to understand in more detail why they are unhappy so we can either convert them to happy customers or identify the underlying cause and make changes so we don't lose future customers," said Cameron. All unhappy customers receive a call within 24 hours.
Finally, Cameron loves the Cvent Web Survey reports, "Instead of spending hours upon hours working on reports, Cvent reporting is quick, easy and in real-time. The reports all look visually fantastic and because the questions are instantly graphed, we're able to forward findings to senior management immediately." Cameron estimated that if they had to do the reporting manually through excel, it would take at least 50 work hours per report.
Results
Implementing a customer feedback program at Signet has lead directly to more sales. Signet periodically runs one day sales. In the past, the sales have always been during normal business hours (9 am – 5 pm). However, when analyzing the feedback from their customer survey, Signet discovered that small business owners needed later hours. Now, sale hours are extended until midnight. This simple change resulted in a 5% increase in sales during these promotions.
On top of direct revenue increases, the Cvent Web Surveys solution helped Signet to clean their email list. After discovering 15% of the customer email addresses were undeliverable, they launched a calling campaign to update customer contact information for use in future marketing programs and surveys. Now, they regularly see less than 2% of their emails bounce.
Signet has continued to be impressed with Cvent not just in functionality but also in support. While building their first survey, Carmen worked very closely with Cvent client support learning the system. After going through training, he now rarely has any questions. More importantly, the Cvent team has taken a vested interest in ensuring Signet gets the most out of each survey project. When creating the first survey, the team took the time to review the survey questions and suggest changes that would give Signet better, more detailed data sets. One simple change that was made was reworking a question from a Yes-No answer to a scale, giving Signet more actionable results.
Signet is continuing to expand its customer feedback program as a result of their early successes. Instead of running a single annual customer satisfaction campaign, they now have multiple ongoing feedback programs in place targeting different customer segments. In addition, they're currently working on an integration between their CRM and Cvent using the Cvent API. This integration will allow them to have a more holistic view of each customer without any manual work. This is essential to their marketing strategy as they continue to be more targeted. Finally, Signet is looking forward to implementing a website usability survey which will not only result in critical feedback for improving the customer experience, but will also allow Signet to grow their database by an additional 25%.
As far as the market research managers are concerned, Cvent has put their internal tool into extinction.
About Cvent
Founded in 1999, Cvent is the world's largest meetings and event management technology company and has 1,200 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.
