Engaging Top-of-the-Funnel Visitors for a Compelling Customer Experience
Customer Company Size
Large Corporate
Region
- America
- Asia
- Europe
Country
- United States
- Germany
- India
- United Kingdom
Product
- LiveEngage platform
- Proactive chat
- Content targeting
Tech Stack
- Adobe Analytics
- Salesforce.com
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Brand Awareness
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Software
- Professional Service
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
Cvent is a leading cloud-based enterprise event management platform, founded in 1999. The company has more than 1,450 employees and 12,600 customers worldwide. Cvent offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, e-mail marketing, and web surveys. The company's event management platform has been hosted entirely online from the beginning, offering just about everything an event planner needs, from online registration to event marketing, from venue arrangements to mobile apps for participants.
The Challenge
Cvent, a leading cloud-based enterprise event management platform, was facing a high bounce rate on its website. The company wanted to provide a compelling customer experience for its diverse website visitors. The complexity of event planning and the inability to provide pricing on the website made it difficult for visitors to find the information they needed. The company had tried another live chat product but found it lacking in several areas. The company needed a solution that was cloud-based, scalable, with robust reporting capabilities and the ability to integrate with its existing and planned digital marketing infrastructure.
The Solution
Cvent deployed a LivePerson solution with proactive chat, rules-based targeting, and extensive use of the platform’s enrichment analytics capabilities. The company upgraded to the LiveEngage platform, added content targeting, and is in the process of deploying Click to Call for mobile users. The company conducted testing on every aspect of the live chat experience over the past three years, including verbiage tests on live chat invitations, testing on the targeting rules for proactive chat, and tests involving the placement of the Click-to-Chat button. The company also deployed content targeting features, pushing out targeted content such as white papers and eBooks to visitors who exhibit behavior such as filling out forms or watching demos.
Operational Impact
Quantitative Benefit
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