We turned to Salesforce because we wanted to better understand our customers and help them on their journey.”

Alistair Venn | Chief Operating Officer, SafetyCulture


CSAT experience


SafetyCulture empowers employees to improve health and safety

iAuditor by SafetyCulture is the world’s largest safety and quality checklist app. Developed in 2012, the app flips the top down approach to safety and compliance on its head by empowering frontline workers to take the lead in managing risk and resolving issues. 

Alistair Venn, Chief Operating Officer of SafetyCulture, said, “Something special happens when you can tap into the knowledge of an entire organisation; you can build a culture focused on safety and start to drive genuine improvements. iAuditor by SafetyCulture helps businesses do that by providing simple checklists employees can use to improve everything from safety and product quality through to brand standards.”

iAuditor has been embraced by users across different industries and is now used by 26,000 organisations in 82 countries to complete more than 600 million checks per year. SafetyCulture has turned to Salesforce to drive this growth further and deepen customer relationships.

Building on organic growth

SafetyCulture offers iAuditor under three different models: free, premium and enterprise. This model makes the app accessible to frontline employees and has helped to produce years of organic growth.  While positive for the company, the growth made it complex to manage customer relationships within large customer organisations.

“Years ago we already had tens of thousands of people downloading and using the app for free and we could no longer keep track of them using spreadsheets. We turned to Salesforce because we wanted to better understand our customers and help them on their journey,” said Venn. 

The business is now using Sales Cloud which integrates with ZoomInfo to provide a more complete picture of those using or trialling iAuditor. Overlaid with lead scoring from MadKudu, this information helps the sales team decide when and how they should engage with new users. For example, if a senior decision maker at a known company downloads the app, a sales rep will reach out right away. If SafetyCulture does not know much about the new customer, then the sales team will give them the space and time to explore the product before they reach out. 

When it comes to engaging with existing customers, SafetyCulture uses both Sales Cloud and Service Cloud to provide a more unified approach to coordinate strategies for expansion. “It’s not uncommon for someone to start using our app in one of their warehouses, and then go on to add more users and more warehouses over time. Salesforce helps us approach these opportunities in a more coordinated way,” said Venn. 

Service Cloud allows Customer Success teams located in four offices around the world to coordinate and manage calls, chats, and email enquiries from 26,000 organisations in 82 countries. The ability to have all of the data in a central platform enables teams to provide customers with a 96% CSAT experience.

SafetyCulture is continuing to mature its sales processes with the launch of CPQ. This will streamline quoting and also reduce the risk of variances resulting from the use of different tools as SafetyCulture rapidly expands its product portfolio. SafetyCulture also plans to leverage Salesforce Knowledge and Inbox for efficiencies in sales and service.

In the early stages of the COVID-19 pandemic, SafetyCulture transitioned its 370 employees to remote work while reaching out to customers to understand their needs. Many of those in the retail, travel, and hospitality space were impacted heavily, so SafetyCulture offered them the option of pausing their subscriptions.

Simultaneously, SafetyCulture launched a COVID-19 response hub containing checklists, digitised guidelines, and resources  to help customers get safely back to business during COVID-19. These include checklists on how to manage reopening, transition to remote working, and ensure business continuity.

Launched in April, the checklists are now being used by more than 75,000 people daily, including global retailers, healthcare providers, hospitality establishments, manufacturers, logistics providers, and government departments. One of the benefits of iAuditor is that it is easy to use, so companies have been able to empower all employees; from managers to frontline employees to be responsible for safety and minimising risk during a pandemic. 

“COVID-19 has brought to the forefront why our bottom up approach is so important. For one, sending inspectors out travelling is a risk and more frequent inspections are now needed,” said Venn. "We’re glad to be in a position to support this and provide organisations with best practice checklists they can tailor to their needs.” 


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