400+ 10,000+ 100,000+
Employees Satisfied Users Events/Surveys per year
www.cvent.com • 866-318-4358

Agenda
Web Surveys
Generating Response: The First Step
Taking Action: Strategic & Tactical
Cvent: A Simple Solution
Web Surveys 2

Web Surveys 3

Web Surveys 4

Web Surveys 5

— Bain Research
Web Surveys 6

The Value of Online Surveys
Strategically use surveys to better understand:
Customers Internal Stakeholders The Marketplace
Client & customer satisfaction • Employee satisfaction • •Branding effectiveness
Product & service testing
• NPS (Net Promoter Score)
• Pre-employment screening • •Consumer profiling
Competitive studies
• CSI (Customer Satisfaction Index)
• Exit surveys • •Market research
Market research
Website visitor analytics
• User experience testing • Inter-divisional alignment • •Competitive analysis
Campaign testing
• Shopping cart abandonment
• Training effectiveness • Requirements gathering
analysis
• Compliance assessment • Lead scoring/nurturing strategy
Loyalty & Retention Strategy
Retain Your Best Boost Employee Generate & Qualify
Customers Productivity New Leads
Web Surveys 7

Agenda
Web Surveys
Generating Response: The First Step
Taking Action: Strategic & Tactical
Cvent: A Simple Solution
Generating Response 8

Survey Response Rate
“OK, I’ve sent out my survey. Where are all the responses?”
• Reaching the inbox is no longer easy
• Email volume is at an all-time high,
and messages often go ignored
• Some respondents don’t finish the
survey
• Quantity of responses affects quality
of results
Generating Response 9

2007 Marketing Sherpa Survey
Generating Response 10

Reaching the Response
The two biggest challenges facing
email marketers:
1. Recipient mailboxes are swamped
and all email suffers
2. Spam is eroding trust in email
Surveyor sends emails
2007 Marketing Sherpa Survey
3 STEPS
TO RESPONSE
Completed surveys
Generating Response 11

Obstacle 1: The Digital Filter
Reach the Inbox
• Invalid email addresses
• Outdated
• Typos
• SPAM filters (ISP & corporate)
• Email blacklists
• High bounce rate tagging
• Unverified email servers
Generating Response 12

Solution: Deliverability
Self-Cleaning Database
Automatically handles updates,
opt-outs, bounces, and duplicates
Content Analysis Tool
Sophisticated content analysis of all
messages via Spam Assassin scan
Manage Your Messaging
The email marketer’s most valuable tool:
accurate data via eMarketing reporting engine
Generating Response 13

Obstacle 2: The Mind Filter
Capture Attention & Interest
• Messages are lost in a crowded
inbox
• Messages do not stand out and
are ignored
• The message is not compelling
and is deleted
Generating Response 14

Solution: Personalized Messaging
A Contact Management Database
Robust database of contact profile information, including
demographic, psychographic and transactional details
Highly Personalized Invitations
• Recognizable sender name
• Relevant subject line
• Personalized message content
Automated Reminder System
• 60% of the time, reminders are the first
message opened
• Reminders increase response rates by 150%
Generating Response 15

Obstacle 3: Abandonment
Retain Attention & Interest
• Respondents can lose interest
and abandon surveys
• Mid-survey bail-out is the
most common reason for
low response rate
You got them this far…
Don’t lose them now!
Generating Response 16

Solution: Personalized Survey Experience
Let responses determine later questions
Advanced Logic
Branch Logic
Sub Questions
Leverage prior knowledge
Create individualized survey paths
using database knowledge and
prior responses.
Skip Logic
The result: A personalized, relevant
survey experience.
Pipe Logic
Best Practice:
Keep it short, keep it simple
Generating Response 17

Personalization Isn’t Easy
Generating Response 18

Advantage: Detail, Context, History
“Personalization starts with a
robust customer database.
Organizations can only begin to
truly understand customers
when they can anticipate
behavior across multiple
channels… only possible with
the support from a centralized
robust customer database.”
- Aberdeen Group, 2008
Generating Response 19

Best Practices : Synopsis
Generating Response 20

Segmentation Results
Generating Response 21

Agenda
Web Surveys
Generating Response: The First Step
Taking Action: Strategic & Tactical
Cvent: A Simple Solution
Taking Action 22

Action Turns Data into Business Value
“We have a ‘strategic’ plan.
doing things.”
It’s called
- Herb Kelleher, CEO
Southwest Airlines
Taking Action 23

Turning Data into Decisions
“I have the data… Now what?”
• Surveys generate a wealth of
information, but analysis is up to
the surveyor
• It is hard to tell which data are
important and which can be
ignored
• Once you act on the data, the
results of your decisions are hard
to track
Taking Action 24

Retaining Key Customers Through Surveys
Taking Action 25

Survey Strategy
Establishing a vision
• Set measurable goals
• Define and assess value
• Achieve organization-wide buy-in of
implementation plan
Appropriate survey questions Survey scoring
Taking Action 26

Survey Tactics
Internal Tactics
• Internal survey communicating the
vision and asking for feedback on
the plan
• Target Customer Satisfaction
Index (CSI) tied to executive and
management compensation
External Tactics
• Customer retention indicators
• 16 dimension CSI survey
• Real-time notifications sent to
appropriate regional managers
alerting them to specific problems
with specific customers
Taking Action 27

The Results: True Business Value
Taking Action 28

Agenda
Web Surveys
Generating Response: The First Step
Taking Action: Strategic & Tactical
Cvent: A Simple Solution
Cvent: A Simple Solution 29

Cvent: Service, Software, Solution
• 5 Step Creation Wizard • Question Templates
• Survey Templates • Professional Looking Survey
Cvent: A Simple Solution 30

Simple Design Tools & Templates
• Visually appealing surveys elicit higher Customizable graphics for:
response rates • Emails • Question Pages
• Reinforce your brand using • Welcome Page • Section Headers
customizable survey templates
• Thank You Page • Parked Reports
• Simple but powerful WYSIWYG editor
Corporate Website Customizable Templates
Cvent: A Simple Solution 31

Multi-Modal Delivery
On Your Web Site
Email Invitation
A central repository
for all response
information
Mail/Phone/Fax
Kiosk
Surveys
Cvent: A Simple Solution 32

Real One-Click Reports & Analysis
Use parked reports to share
data with coworkers and other
stakeholders
• Place reports online
• Distribute reports via email
Cvent: A Simple Solution 33

Built-In Business Intelligence
Draw Analytical Insights
• Quickly recognize the relationship
between two variables
• Use cross-tab results as guides
for decision making
Validate Change Initiatives
• Analyze data over time
• Establish benchmarks
• Uncover trends
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Leverage Cvent’s Experience
Professional Services Group
Survey building
- Content review, commentary and editing
- Question/response and logic input
- Graphic design services
Strategy consultation
List procurement
Response generation
Custom report generation
Executive overviews
Turnkey project management
Navigating the System | Analyzing Survey Results 35

What Cvent Is: A Real Company with Real People
Services Privacy & Security
• Strict privacy policy – you own your data
• 24x5 unlimited support via phone
or email • No unscheduled downtime for eight years
• 90% of calls answered in under • Fault tolerant, redundant servers
90 seconds
• Hourly data back-ups
• Highest ratio of service personnel
• Data posted in top tier world-class data
to clients in the industry
center
• Complimentary pre-launch • PCI and 508 compliant
survey consultation by your
dedicated Relationship Manager
Cvent: A Simple Solution 36

Over 4,000 Satisfied Clients
NON-PROFIT
CORPORATE ASSOCIATION EDUCATION
& GOVERNMENT
866-318-4358
sales@cvent.com
Cvent: A Simple Solution 37

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