Customer Spotlight: Data To The People

Sales, customer and services teams write a new narrative analyzing their data with Qlik.

The saying has existed for years and you’ve probably heard it before “the future is digital”. Every year it seems we get a little closer but there are still parts of society that have yet to fully embrace the movement (election voting centers, the department of motor vehicles).

Instead, those who have adapted through digital (grocery store home delivery, movie ticket mobile sales) are keeping pace and continue to grow their business.

DocuSign firmly believes in the power of digital when it comes to transactions. Electronic signatures and transaction management have changed how contracts get signed: whether it’s a grade school permission slip or a multi-million dollar sales deal. Progress is key to maintaining that forward momentum, but DocuSign’s Senior Director of Business Intelligence Rob Parker noticed that the organization needed a 360° view of their customer base.

“We did not have direct insight into key factors affecting our customers. We needed a better understanding of product usage, renewal terms, plus longevity of the customer’s relationship and satisfaction with DocuSign.”

In order to learn more about all of these factors, it meant implementing a BI solution, Qlik, pulling data from the company’s existing infrastructure. After an evaluation cycle in 2014, DocuSign set to work defining its data model with Qlik in January of 2015. That data model lead to some pretty significant benchmarks in the creation of its first 15 apps:

  • A total of 2.7 GB in size
  • 200+ million rows of data
  • 500+ searchable fields
  • Automatic overnight data refreshes
  • Ability to search the data in three seconds or less

Right from the outset, Rob knew that things were going to be different with Qlik. The three biggest issues that Rob identified early on were incomplete data, unreliable data that was difficult to access and a lack of insight that caused DocuSign to lose business.

“Previously, our sales team…relied on legacy reporting systems and Excel documents. It was all manual report gathering…and even then something might break to cause more delays.”

How does @DocuSign deliver it's data to the people? With #Qlik of course!

The sales team, in addition to the customer success team and professional services team started using Qlik to access CRM, product usage and billing data all from the same dashboards that were telling the same story. The most immediate impact came from the Salesforce DocuSign Usage Dashboard, which was embedded directly into Salesforce.

“Qlik acts as our single source of truth, we can be on the phone with customers and pull up all of the relevant records in three seconds: it is zero cost access.”

Another marquee example is the Site Performance Management App, delivered via AccessPoint. It includes seven screens and displays subscription health, product usage and customer performance – featuring the entire worldwide customer base.

It’s only been one year into DocuSign’s tenure with Qlik, but now that the company is able to make data-driven decisions – more requests have come in for apps. On the roadmap for 2016 are customer service case analysis, lead source tracking and embedding Qlik in the company’s customer success tools.

Given some time to reflect a year after the purchase, Rob was extremely pleased by the changes he has seen:

“Hundreds of users across DocuSign are now using these apps to move faster and make better decisions every single day. Qlik is now used as the standard source of truth for this type of data.”

Further practicing what they preach: DocuSign’s future is digital.


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