Cvent Virtual Customer Success Groups
Ensuring virtual customer success on a global scale.
increase in registrations
engagement points in mobile app
average session rating
As the twenty-year market leader, Cvent knows the value of in-person events. There’s no denying the “power of live” in driving exceptional attendee experiences, accelerating pipeline, and creating unforgettable experiences. When faced with the global pandemic, Cvent reacted quickly to ensure the safety of their employees and their attendees by shifting key aspects of their event strategy to a virtual experience.
Pivoting Customer Success Groups to Virtual
One specific event series Cvent produces is the Customer Success Groups (CSG’s). These free, half-day seminars operate as a global program in cities across the world, providing an ideal opportunity for Cvent customers to network with one another while hearing about the latest in industry trends and Cvent product development. These topics change quarterly in order to provide the most up-to-date information for customers.
Internally, CSG’s require significant global collaboration between Sales, Marketing, Planning, and Client Services teams. Working across departments and time zones, the global program is typically launched during the quarter preceding a scheduled event. Each individual Customer Success Group, unique to a specific region, is launched and marketed at least ten weeks prior to the event. When the global pandemic hit, this process had to be restructured in a matter of weeks.
In early March, Cvent’s marketing team had already launched their Q2 CSG’s. Kate Stowell, Assistant Team Lead for Customer Marketing Programs and Campaigns at Cvent, knew the program needed a strategic plan to meet the changing global directives around the pandemic. Kate’s team initially responded by alerting registered attendees to important updates, working with Cvent’s Corporate Communications team to determine what new regulations would need to be followed. At this point, each state and country was adjusting their safety guidelines on a daily basis, creating conflicting processes for in-person events in different regions. In areas like New York City, some events had to be cancelled while others were postponed. The Cvent team needed to figure out the best approach as far as cancelling, postponing, or moving these events virtual. After gathering strategic input from various teams, the decision was made to move all CSG’s to a virtual environment for the foreseeable future.
Navigating the New Normal
The Cvent team first needed to fully understand the various facets of a virtual experience. As CSG’s typically consist of networking, education, and discussion-based round tables over a luncheon, the team didn’t want to lose these valuable aspects of the in-person event. Finding a way to center the experience on educational content while incorporating engagement functionality was key. As a typical CSG takes place across a half-day seminar, the virtual format would need to be pared-down with content tailored to current industry concerns. Kate’s team decided to format the virtual experience as a one hour session with dedicated Q&A to discuss industry trends and relevant topics.
Using Cvent’s Event Marketing and Management platform for registration meant they could easily update virtual registration with existing attendees and expand their marketing reach to target new attendees. “What was nice about using Cvent was that all of our live events were already launched within our account, so we were able to target those folks who had already registered or had come to one of our events in the past to send them an invite to this new virtual experience,” says Kate. With Cvent as the singular data source, retargeting these registrants was a simple process. The rapid pivot was not only about ensuring program success, but also providing thought leadership during the early days of the pandemic. “We wanted to make sure that we were getting these best practices and solutions out there as soon as possible to our customers,” she explains.