Case Study

Evolution to revolution: Transforming a mature SMM program

Industry: Major consumer technology provider

Service: Align the strategy for meetings & events to the overarching company

Location: Global

Objective

CWT Meetings & Events collaborated with a major consumer technology provider, taking their mature strategic meetings management program to the next level. With a high adoption and customer satisfaction rates, they wanted to find a way to provide a consultative experience for their customers. Stakeholders felt planning services declined due to labor-intensive processes and the rigid policy.

The requirements of the transformation included interviewing key stakeholders and understanding the pain points of developing a successful SMM program. Also, keeping up with the constant changes, inspiring consumers, driving strategic value and reorganizing teams.

Challenge

The client constantly grows in meeting volume and has a constant push for change. Therefore, they are looking for ways to be innovative.

CWT M&E had to get regular buy in from clients key stakeholders and partners to streamline their strategic meetings management strategy.

Solution

With the client’s requirements in mind, 95% adoption rate was achieved by using in-depth knowledge and processes and, assigning appropriate staff.

After landing the account in 2010, there were only eight people in operational roles to service the account. Therefore, a huge focus was on hiring the right talent and putting them in roles to succeed. In addition to the staffing model, there were further developments:

Central mechanisms to track cancellation credits
Adjustment of sourcing strategies and negotiations tactics
Strategically aligning with the client’s travel provider
Introducing a technology specialist

The development of these programs ensured high service quality, while:

Conducting robust quarterly business reviews with the client, allowing stakeholders to see the value in what was being delivered.
Implementing an annual recognition program to showcase the ability to think more creatively and enhancing internal adoption of our programs. Especially by assigning internal brand ambassadors to tell their story.
We had a third party organization conduct an anonymous survey to interview all stakeholders and investigate their pain points which needed resolving.

Results

Embodying the client’s company culture and values within CWT M&E service while continuing to deliver, resulted in the contract being renewed in 2016. It showcases the strong relationship we build side-by-side with a client, and the solid, measurable results CWT M&E delivered for them. They signed a six-year contract renewal and expanded the scope of services offered too.

Ability to drive SMM rigor while delivering amazing events
People (Training and culture)
A respectful challenger to drive strategic value

Quick facts

24% average savings
4.8 out of 5 customer satisfaction
Created key partnerships

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