CVENT SALESFORCE APP SETUP WIZARD EVALUATION AND ENHANCEMENTS

Abstract

Events happen for a reason. The reason could range from celebrations, to announcements, to creating awareness for a certain cause. Corporate events aim to engage its customers and employees while also attracting the interest of potential clients [41]. They are a means to promote a product or service, communicate business strategy, reward or motivate staff, and celebrate achievements amongst others. Out of a business’s budget, 14% is allocated to event expenses, amongst which B2B marketing budgets take the largest portion [42]. Events, conferences and trade shows are huge expenses of any business. Hence it is crucial for businesses to understand the impact events have on them in terms of business opportunities, sales and revenue growth [43]. In order to understand whether an event is an investment, or merely an expense, measuring the ROI and success of events becomes important. The effort of Event organizers and planners for creating an engaging event can be evaluated with the help of data [44]. After an Event, a lot of data is generated. This data can help businesses understand the correlation between their events and sales, accelerate sales pipelines, build a better and complete profile of attendees, as well as prove the impact and ROI of the event [25]. Cvent with their offerings of a comprehensive suite of solutions and products across the entire Event lifecycle helps businesses and planners in planning and promoting their event, engaging the attendees during the event, and following-up with the data after the Event. Cvent also integrates with other systems and software offerings to create a wholesome and complete experience for their users with extra features and functionality of the Cvent platform. In this attempt, Cvent has integrated with Salesforce to create the Cvent Salesforce App. Salesforce is a leading CRM platform which helps businesses to manage customer and prospect relationships with the help of data. Salesforce can help Cvent planners to store, track, collate and analyze event attendee data in one central location, and share it with the respective stakeholders. It also has various other features which can help increase the efficiency of businesses. Therefore, with the Cvent Salesforce App, Planners can share Event data between Cvent and Salesforce. They can view all the Cvent events scheduled for their organization, see past activities of attendees, and invite and register prospects directly from the app. This can help businesses by minimizing time to action on event leads and building better customer profile. With the help of the Cvent Salesforce App, businesses can Increase attendance to their vi Events, Accelerate the sales pipelines, and most importantly measure the success and ROI of their events. In order to start using the Cvent Salesforce App, Planners have to purchase the Cvent Salesforce App license, define business requirements and set up and configure their account. Amongst these steps, Account Set up in Cvent was done by the Cvent Administrator and Set up and configuration in salesforce was done by the Salesforce Administrators, using the Documentation on the Developer hub. This documentation had detailed information about the setup process, but was highly instructional with lots of data and nested tabs, which were difficult to understand and follow through for both the Administrators. The Setup process also had a lot of steps on the Salesforce Sides, so the Administrators had to switch tabs, understand the documentation and do the steps, going back and forth. Difficulty in completing the setups, made the admins reach out to the support teams. In order to reduce the dependency on Support teams and make the setup process simple and easier for the Salesforce Administrators, The Cvent Salesforce App Setup Wizard was deployed. The wizard simplified the setup process by converting complicated tasks into smaller and manageable ones, with important information and descriptions. The aim was to make the setup process easier and simpler for Administrators to be self-sufficient and reduce dependencies. This thesis project is evaluating the recently deployed Setup wizard and recommending design enhancements. The project has been completed over a period of 13 weeks, following the Design Thinking methodology of Understanding the Product and Problem space with the help of Primary and Secondary Research, followed by Defining the User cases and areas of opportunities, followed by Ideations, brainstorming and Creation of Low to high fidelity prototypes, and ending with Testing.