Ensuring Customer Satisfaction Through Non-Siloed Data (Case Study)
Panopto uses survey data to ensure customer happiness and retention.
Panopto’s mission is to help anyone share knowledge using video. Since 2007, the company has created software that enables businesses and universities to create searchable video presentations in minutes from any device. Privately-held, Panopto was founded by technology entrepreneurs and software design veterans at Carnegie Mellon University’s School of Computer Science.
The Early Days
Be honest… If you really wanted to learn about a given topic, do you think you could obtain more information from a brief video on said topic, or from a short text-based excerpt?
For most people, videos provide a much more effective means for receiving information and committing it to memory. 3M Corporation and Zabisco even go so far as to state that 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. It only makes sense that in an age where more information is being shared than ever before, our society is becoming more video-centric — and Panopto is leading the way.
Founded in 2007, Seattle-based Panopto provides video capture and content management software to universities and enterprises around the world. The software enables these organizations to easily create videos and automatically store them in a secure, searchable library for viewing on any device.
Customer delight has always been at the core of Panopto’s vision, with a goal to learn as much as possible about their customers so that they can provide the services and tools that best meet customer needs.
As the company has grown, Panopto’s customer success strategy has matured. Up until 2014, Panopto had one person handling all things related to customer satisfaction — from data collection, to the organization and analysis of that collected data. Days were spent performing tedious, manual tasks. Customer satisfaction was measured in countless phone calls, and data collection and management was all done without a proper tool in place. A top challenge was the inability to store and disseminate customer satisfaction data so that it could be shared and leveraged across the company.
“If customer satisfaction is important to you, then SurveyGizmo is absolutely essential.” – Dave Hannan, VP of Customer Success, Panopto
As more customers started using Panopto’s services, customer satisfaction data continued to be siloed and unoptimized. Dave Hannan, now VP of Customer Success at Panopto, reflects that, “We needed a tool that would allow us to collect data by customer and contact, and then we needed to store and flexibly share that data across the company.”
Coming of Age
In 2014 Panopto began to build out a Customer Success team that looks after customers post-purchase. The members of this team work closely with customers to make sure that they are leveraging the software to the best of their ability, and that they are taking advantage of all of the platform’s capabilities. Another primary focus of this team is to measure customer satisfaction for each client, and to detect pain points that might inhibit adoption.
When the Customer Success team began to grow in size, they set out to establish a strategy in which customers would be surveyed on a regular basis in order to create a consistent and repeatable set of data that would gauge levels of customer satisfaction. The Customer Success team needed a solution to streamline and automate their previously manual workflows. Panopto wanted to move away from siloed customer satisfaction data, so integration into Salesforce was an absolute must-have for any new solution.
After evaluating several tools over the course of three months, Panopto decided to use SurveyGizmo’s data insights platform due to its intuitiveness, flexibility, and integration with Salesforce.
“If you live in a Salesforce-centric world like we do, and you want to get your data into Salesforce to leverage its flexibility, then SurveyGizmo is a no brainer. No one integrates with Salesforce as easily and seamlessly as SurveyGizmo” – Dave Hannan, VP of Customer Success, Panopto
Firing on All Cylinders
With the help of SurveyGizmo, Panopto now has optimized workflows in place to keep their finger on the pulse of customer health and satisfaction across their entire customer base at a granular level. They are able to record each data touch point with each individual contact, and then store that account data in Salesforce for easy access across departments.
Each of Panopto’s customers is sent a survey on a bi-quarterly basis that results in vast data sets that paint a detailed picture of customer satisfaction levels. These brief yet insightful surveys contain several questions for customers to answer, such as the following:
- Based on your experience, how likely are you to recommend Panopto to a colleague?
- How likely are you to repeat your decision to purchase Panopto?
- How satisfied are you with the value you’re getting from Panopto?
- How important is Panopto to your institution’s daily functions?
Arguably the most useful data that Panopto receives from these questions is their Net Promoter Score (NPS), which is derived from the numerically scaled answers to the questions above. NPS’s are used to gauge customer loyalty, and they enable Panopto to identify the customers that are completely satisfied, as well as the customers that might need more attention from the Customer Success team.
This bi-quarterly touchpoint with customers serves as an alert system for the Customer Success team at Panopto. They are able to quickly identify accounts that have pain points of any kind. These surveys also allow Panopto easily analyze all of the aggregate data from these surveys in order to identify and define trends that are occurring across the customer base. This allows them anticipate where their efforts should be allocated.
When asked about the importance of these bi-quarterly surveys, VP of Customer Success Dave Hannan said, “Renewals are the lifeblood of our company. It’s essential that we do everything possible to delight our customers. SurveyGizmo has allowed us to get ahead of issues before they became real pain points or inhibitors to adoption, just by reacting to the data from the surveys.”
Furthermore, SurveyGizmo enables Panopto to completely break this customer satisfaction data out of the silo in which it had been locked. Now, every response logged in SurveyGizmo is immediately pushed into the corresponding contact and account in Salesforce.
Panopto’s customer satisfaction data is now stored in one centralized location, with the ability to easily analyze, share, and act on it.
In addition to leveraging SurveyGizmo for their customer health and satisfaction measurement needs, several teams at Panopto outside of Customer Success use the data insights tool. Panopto’s Training group sends surveys throughout the training process to gauge the effectiveness of each session, while the HR team routinely distributes employee satisfaction questionnaires to keep a pulse on the quality and health of the company’s culture.
“Investing in SurveyGizmo is certainly worthwhile if you’re looking to make your data collection and insights processes more efficient. The platform is simple to use, intuitive, flexible, and extremely easy to administer.” – Dave Hannan, VP of Customer Success, Panopto
To learn more about SurveyGizmo’s integration abilities and cross-departmental functionalities, contact us today!