Cvent Effectively Manages a Worldwide Customer Base Using Salesforce CRM

Challenge

• Data and process management: Cvent needed an effective way to manage the various vendors, suppliers and customers it was dealing with on a daily basis.
• Timeliness: Cvent felt it was imperative for its employees to have access to up-to-date information at all times, in order to provide customers with a proactive service.
• Productivity: Cvent wanted to provide  principal sales managers with current sales and customer-related information on the road , as well as to provide all front line employees with anywhere, anytime access to real time data updates.
• Adaptability: Cvent required a CRM that was easily adaptable to move with the changing needs of the business – it wanted to be able to manage and make adaptations to the system itself, to achieve a quick turnaround for effective process execution and fast, visible results within shorter time frames.

Solution

Cvent has implemented Salesforce CRM for 192 users in its operations centre, giving sales and customer service representatives a 360˚ view of customer information in the cloud and enabling them to provide a targeted, proactive service. The system is also configured to give Finance and HR departments access to the relevant real-time data they need to carry out their functions more effectively.
Using Salesforce Web Services API Cvent has integrated Salesforce CRM with existing applications, including its core event management application and marketing software. Establishing Salesforce CRM as the central interface allows information to be shared across all corporate applications for consistency and process efficiency.

Cvent has carried out several customisations to Salesforce CRM using the Force.com development platform, adding and adapting various applications from the Salesforce AppExchange application marketplace. Cvent uses customised versions of applications from Salesforce Labs to assist with employee payroll, benefits, and recruiting tasks.

It also currently has several Salesforce Mobile licences to extend the functionality of Salesforce CRM to ‘Road Warriors’ on their Blackberries.

Results

• Using Salesforce CRM Cvent has gained control of its data and streamlined business operations.
• Workflow and automation within Salesforce CRM ensures sales leads are guided seamlessly through the system, to close of sale and after sales care.
• With greater visibility of customer interactions Cvent sales representatives are able to uncover extra opportunities for up selling and cross selling.
• Armed with accurate, real time information, Cvent is able to provide a superior service to customers.
• Cvent has increased productivity for ‘Road Warriors’ using Salesforce Mobile to access critical information while out of the office.