DocuSign Safeguards Sales for Leading Security Firm
The “Customer Spotlights” series shines a light on DocuSign customers who are benefiting from accelrerating their business processes with eSignatures.
This time around, project manager from a leading home and business security firm talked to us about the custom app that it integrated DocuSign into for its field sales team. The firm now processes orders within seven hours as opposed to ten days with paper.
To kick off, can you share a bit about your organisation and what you do at the company?
I work for the firm's parent company, which is in the security business serving two main areas. One is residential markets. So, securing a property and securing businesses. Those can be anything from corner shops and garages, to a whole office block. That’s our biggest area of focus.
With security, we talk in terms of alarms. On top of the alarms, we offer two other security features to do with cameras. That might involve recording in and around a building, in warehouses, or city centres, for example.
The final piece of the business is centred on card access. If you have a large office or a factory, then certain people are only allowed in certain areas if they have the right kind of access. To do that, they carry cards that the swipe and the card readers let them through.
I work in the sales management team within sales operations. My role is to identify new ways of improving existing processes that we have. Maybe removing steps that get an order on the system quicker, or get a customer to sign a quote better. That’s one area.
Also, helping product managers when we have a new product coming on board; the best way of explaining it to the salespeople; how it fits with the current processes; what do we need to do when launching it. So, I help with those pieces. There’s a small group of us, but we’re good on the processes and how things work.
I’m told that the firm is one of DocuSign’s longest-standing customers. Were you there when DocuSign was first implemented?
Yes, we’ve been using DocuSign for seven years. We were trying to improve the sales process for people who were selling in the field. They would do the sales pitch and if the person was interested in buying an alarm, the salesperson would ask them to complete a multi-page form. Once the form was completed, the salesperson would bring it back to the office and someone else rekeyed it into our back-office systems. So, it was manual.
To speed that process up, we decided to build an app to bring the pitch to life. Whereas, previously, it was on a laminated flip chart. We were about 70 percent through that process and it was looking good, and then DocuSign came along and offered the electronic signing piece. This was interesting because it meant we could do the pitch and the presentation seamlessly. It was quite fortuitous with the timing.
Our use of DocuSign is a bit unconventional in that we’ve integrated it into an app. If the customer wants to proceed with an order, the salesperson can confirm their details and use DocuSign to generate the contracts electronically. So, the customer is signing in-person. Our sales person walks away knowing they’re paperwork is done and the record has been sent to our back-office system electronically. There’s no one taking the DocuSign piece and rekeying it.
It sounds like an interesting use case. Are there any other systems involved in the app?
There are two parts to it. One is DocuSign and one is the company's back-office system. Once the customer confirms they want to proceed with the order, we open DocuSign, all the documents are created and signed, and then we push the details to our back-office systems electronically.
Why was it important that you moved to a digital platform by building this custom app and integrating DocuSign as the final piece?
There were several reasons. One was being able to process customer orders quicker. When we were on the paper-based system, it could take up to ten days between the customer confirming they wanted to buy and the information entering the system. That was too long. If you were burgled, you’d want a solution in the next three days, particularly if you’re a homeowner.
Once we implemented eSignatures, the time for processing a sales order went from ten days to seven hours. So, if you sign this afternoon, your order is processed immediately and someone from our installation department would call you by tomorrow lunchtime to provide time slots for installation.
Secondly, the field sales peoples’ handwriting legibility wasn’t great. They weren’t always at a desk so they’d be writing on notepads. Sometimes the people entering the information would have a challenge reading it and it was often inaccurate. So, time, accuracy, legibility, and the final piece was about the presentation to the customer. If you turn up to a customer with an iPad and you’re doing business electronically, they get a better sense of the organisation.
In terms of the accuracy of the data you mentioned, have you seen any improvements in that aspect of the sales process?
From a 60 percent accuracy rate, now it’s at 95 percent with DocuSign. The only time it’s wrong is when we’ve maybe misspelled the customer’s name and they’ve signed without noticing, and it’s gone through to our back-office system incorrectly. But that’s human error rather than with the technology.
Because we’re using DocuSign and simultaneously pushing the details to our back-office system, we can’t get a disconnect between those two processes as the same information is in both systems. So, when someone processes the order, they don’t have to cross-check as many things as they would do if an order was handwritten. They check things like address, mobile number, price and so on. There were 36 things to check in a normal written order. When DocuSign is used, that drops to eight. The time saved in processing the order is also reduced, so that’s a bonus we didn’t consider when we started.
When you were looking at electronic signature solutions, what about DocuSign made it the right fit?
It wasn’t a difficult choice, it was more about timing. We did look at the solution from Adobe, but it didn’t seem to match DocuSign’s capabilities. The API piece was documented and working, so it was a matter of our developers knowing how to use it. It just made sense.
What do the sales team think of the eSigning aspect?
To be honest, they are not au fait with DocuSign. All they see when they go through the app is the point where they say to the app, “I have a sale.” The app gathers the information together, builds the templates, and attaches them to the envelope. So, it’s quite hidden. They’re trained to get the customer to sign the relevant bits, follow the instructions, and both parties receive their confirmation emails. They don’t have a problem with it in terms of functionality and features. It’s one of those things that does what it says on the tin.
It sounds like you’ve integrated DocuSign so well into the app that no one would know it was a third-party solution?
Yes, and that’s exactly what we use it for. We filter everything through one account because it’s all behind the scenes, so when we receive a query about a transaction, it’s easier for us to find it. But they’re not logging in to the DocuSign browser, they’re just using it as a signing tool as part of the app.
How about customer feedback, have you spoke to anyone about their sign-up experience with the app?
If a customer is not ready to go ahead with an order, we send them the quotation and leave it with them. The feedback from that has been great. The seller just clicks a button that sends them an email with a link to the DocuSign envelope. The customers are sitting with the sales people and they can see the email come through on their phone. We explain that once the customer is ready to proceed, they can go ahead and sign at their leisure. The customer thinks, “That’s really good. You told me I would receive the quotation and within five seconds I have it, so leave it with me.” That’s one of the great features and feedback we’ve had.
So, you started with the sales use case, have you looked at areas beyond this that could benefit from eSignatures?
In our Manchester office, we have a team selling upgrades over the phone, perhaps when a customer wants to add an alarm to a new room. Once there’s interest, they can go into DocuSign, raise an order form, and get it signed. So, they’re using DocuSign in the classic sense.
And finally, do you have any advice for other businesses or functions that are trying to accelerate their business with electronic signatures?
I’d say start off small. When we did this with the salespeople, we started with little groups and it worked well. Get to know the product. Once you understand the product in one use case, you can work your way around the organisation and expand the approach.
Awesome, thanks for sharing!
If you'd like to spend more time selling and less time tracking down signatures, contact us.