The “Customer Spotlight” series shines a light on DocuSign customers who are benefiting from automating their business processes with eSignatures.
Expedia Affiliate Network’s Head of Salesforce, Eshani Ghosh, shared the details of a dramatic improvement in the signing time of sales contracts, now completing them three times faster with DocuSign for Salesforce.
Q: Eshani, can you start by providing an overview of EAN and your role within the organisation?
EAN stands for Expedia Affiliate Network and it’s a partner network within the Expedia brand. We provide the API solutions from Expedia’s inventory to the different hotels, airline groups, and other vendors or partners. They take the API and add it to their website and our inventory is sold to the end users. We have around 350 divisions within different sectors of Expedia.
My role within EAN is to head the Salesforce system, not only for EAN but also the partner network between the hotels.com and EAN. So, I have the CRM system and deployment of the system; improving any sorts of processes that flow between sales and marketing; it goes into the roadmap and gets deployed.
Q: How long have you been using DocuSign to sign up partners?
I came to EAN in mid-2014 after working as an independent Salesforce consultant, working with lots of applications within different companies, which is where I was first introduced to the DocuSign application. So, I was very keen for EAN, which processed a lot of contracts via the standard DocuSign console. However, the aim of our leadership team was to integrate everything into a single flow, so the sales user wouldn’t have to leave Salesforce.
I urged to have DocuSign for Salesforce implemented, even though at the time we were at an elementary level of adoption of Salesforce. At EAN, Salesforce was quite stand alone with primary configuration and used as CRM database and not configured with processes for how it should be used, so my role was to own the change management, not only of integrating the systems, but changing the leadership view and asking the leaders to drive the change. Salesforce became the core and we started integrating applications like DocuSign as part of the contract management flow.
Q: You mentioned you had prior knowledge of DocuSign. Were you using it in a previous role?
Yes, I was previously working for a financial services company that was undergoing the DocuSign deployment when I joined. I was an internal consultant at that time. That’s why I was more motivated to take up this project as it allowed me to scope the end to end process implementation plan.
Q: At EAN, do you use DocuSign on any specific devices, such as tablets or mobiles, in addition to desktops?
The whole flow includes seven or eight internal signatories of documents that make up a single “envelope”, which is sent to a partner who wants to join our network. So, we did the mobile application training and we asked users if they were an iOS, Android, or any other operating system, to download the DocuSign mobile app to make it easier than having to open their laptops and log into Salesforce.
We also advise our partners in the email notification that they can sign via the mobile app. So, we use different techniques and training to ensure it’s not only used on desktops.
Q: How was the experience of implementing DocuSign for Salesforce?
It was great. We still have some work to do as we haven’t rolled out phase two yet. We are working with our developers to see how we can customise the package slightly. Once the flow is integrated, deployed and the users are trained, the next step will be to give them more flexibility to send and sign the documents.
Q: Do you have any metrics to share having implemented DocuSign for Salesforce compared to what EAN was experiencing before?
DocuSign for Salesforce has reduced the average signing time from twenty days to six days. Our goal is to get that down to three days. We need to identify the areas that are slowing the process and fix them.
Q: Are there any features of the Salesforce connector that you value over the standalone DocuSign application?
Attaching the documents back to the record. That’s a big win. Also, being able to automate updates within the Salesforce account, opportunity and contract records. We don’t have to rely on manual entry anymore. We don’t have to push sales to make any updates. The business has complete visibility into the Salesforce dashboards, so the stakeholders can run reports as they wish.
Q: Have you had any feedback from the sales team?
Yes, they like that they can track and report on the contract process and documents in Salesforce; who has signed or not, which they couldn’t do in the normal DocuSign console, but now they don’t have to leave Salesforce. Now we have a Salesforce instance integrated with DocuSign, it makes it much easier for the end user. The two applications complement each other.
Q: Do you have any advice for others who are in your position and looking to improve their sales processes?
If you have a CRM system such as Salesforce, I would highly recommend users to integrate DocuSign in to them. There are a lot of advantages, such as the tracking, visibility and workflow.