Case Study Overview
Meet Vertafore
Vertafore, a Denver-based company with over 1,400 employees and multiple offices spread throughout the U.S. and Canada. The company develops cloud-based software and services for the insurance industry worldwide.
For over 45 years, Vertafore has grown to provide services to approximately 20,000 insurance agencies, 1,000 carriers, and 50,000 insurance professionals.
The Challenges
- Using confusing customer experience (CX) surveys to collect feedback from customers and internal employees.
- Communication of collected CX data across departments was inefficient due to rigid and outdated processes.
- With a CRM migration from Oracle to Salesforce on the horizon, Vertafore needed to re-strategize and explore alternative solutions.
The Results
Vertafore now powers its customer experience “center of excellence” approach with:
- Increased response rates to Transactional Surveys.
- Better measurement of customer experience and loyalty via NPS surveys.
- A seamless Salesforce integration for efficient data management and communication.
- Internal surveys to capture employee feedback.
- Enhanced data visualization capabilities.
Alchemer has enabled us to continue scaling efficiently by not only collecting precise, meaningful feedback from our customers, but by allowing us to automatically store that data in Salesforce and communicate it across departments for optimized collaboration.
Everything about Alchemer is easy — from administrators building surveys, to customers and internal employees providing responses from their phone, computer, or tablet. It’s never been easier to take direct action on the data collected, and we couldn’t be happier with Alchemer.
-Britton Bigby, Senior Technical Program Manager, Vertafore
Becoming a CX “Center of Excellence”
Adopting Scaled Agile Framework (SAFe)
The Problem
While under contract with a top provider in the survey solutions market, Vertafore faced the following challenges:
- The surveys used to collect feedback from customers and internal employees were not intuitive enough. Building and distributing surveys was difficult and time consuming.
- The communication of collected data across departments was difficult, as certain processes were rigid and inflexible. At the time, Vertafore’s feedback tool did not integrate with other technologies used by departments across the business. This lack of integration prevented customization of how individuals received relevant information for their roles.
- With a CRM migration from Oracle to Salesforce on the horizon, Vertafore became increasingly concerned with the inflexibility of its feedback and insights software.
After prolonged frustration, Vertafore decided to re-strategize and explore alternative solutions.
The Solution
After evaluating the top tools in the market, Vertafore chose Alchemer based on the following factors:
- The flexibility and ease-of-use for administrators, employees, and customers alike. Building and responding to surveys is simple and time efficient for all parties involved.
- A seamless Salesforce integration which allows for convenient, standardized storage and communication of data across departments.
- The ability to customize data visualizations depending on the personal preferences of the employees required to act on the data.
- Unparalleled support from Alchemer’s customer success team.
The Results
Vertafore has been able to prioritize and maintain a customer experience “center of excellence” approach across the business since implementing Alchemer in 2015.
Increased Response Rates to Transactional Surveys
Today, Vertafore closes thousands of cases per month and distributes follow-up transactional surveys after each case. They collect precise customer feedback, which gives them insights into how to provide the best customer experiences possible.
Vertafore is experiencing a significant increase in its response rate, which gives them the data it needs to continue improving its services.
NPS Surveys
Vertafore utilizes Net Promoter Score (NPS) surveys with its CX strategy. Regularly asking customers about their relationship with the company allows them to maintain a tight grip on what customers like and dislike.
Salesforce Integration for Efficient Data Management and Communication
In the past, an operations team consisting of five members would spend a collective 12-15 hours per month transferring survey data to Vertafore’s previous CRM. Alchemer’s Salesforce integration has eliminated this requirement. As a result, the operations team now uses their time more efficiently and can focus on higher-priority initiatives.
This perfectly aligns with Vertafore’s Customer Experience strategic objectives. Surveys now automatically migrate data to Salesforce. Salesforce serves as a central and standardized storage system for all departments. Inter-team communication has never been easier for Vertafore.
Internal Surveys to Capture Employee Feedback
Employee engagement and satisfaction are essential to Vertafore’s success. To reach its roughly 1400+ person workforce across the US and Canada, Vertafore routinely creates surveys to capture employee feedback and ideas. The internal communication team uses surveys to capture and categorize employee sentiments. They gather feedback on various aspects, from choosing the theme of corporate community service events to evaluating executive town halls.
Enhanced Data Visualization
For Vertafore, the ability to leverage visuals in both the data collection and analysis phases of working with customer feedback helps them to take informed action more quickly.
You can easily generate survey reports by clicking the export button, and within seconds, the tool packages and displays a wealth of data using best practices in data science.
