Building a Family of Referral and Loyalty Programs with RingCentral
Referral, Partner & Loyalty
RingCentral is a leading provider of cloud communications solutions that make it simpler for organizations around the world to run and grow their business. RingCentral’s secure platform is easy to set up, easy to use and easy to manage, designed for the evolving workforce. By delivering a seamless experience across messaging, video, phone and contact center, RingCentral enables people to connect effortlessly so they can do their best work.
Recognized in 2021 as part of The Financial Times list of The Americas’ Fastest Growing Companies, RingCentral strives to make the collaboration and communication process easier, faster, more intuitive and efficient for businesses and communities around the world.
RingCentral is dedicated to offering every tool a team needs to work the way they want to, whenever they need to.
After running a customer referral program for a few years, RingCentral quickly recognized the need for further program flexibility at scale, requiring advanced capabilities and integrations.
They made the decision to transition to a new platform that could help them launch rewards programs complete with in-product experiences, dynamic reward structures, specific customer behavior triggers, and a real-time sync throughout their marketing tech stack to deliver actionable insights to the sales and marketing teams.
As a company that thinks globally and builds for scale, the only way forward was with a customer advocacy platform that could deliver significant returns from each investment and span every department for maximum customer engagement.
Teaming up with SaaSquatch meant RingCentral could bring their program visions to life. For example, automatically reward customers who perform specific actions, offer higher reward amounts for different behaviors, and benefit from a real-time sync between RingCentral, SaaSquatch, Marketo and Salesforce.
For their first program, still ongoing, RingCentral rewards advocates with a gift card for everyone who signs up. One of the first noticeable results was the large drop in sales and customer issues. Troubleshooting referral issues used to preoccupy the team no end. Now, with the extra time, the team can focus on building the program.
With SaaSquatch, RingCentral can improve its marketing efforts within the referral program by delivering actionable insights to the sales team and building relationships with top advocates.
For example, by passing participant data to Salesforce and Marketo, RingCentral account executives can immediately identify and engage with accounts who are referring high-value leads, making their customer marketing efforts more efficient and effective. Plus, communications can be triggered based on key user behaviors, like how many referrals a customer has made so far, and get them excited about referring new leads.
The transition to SaaSquatch was seamless without any interruption to referral activity - RingCentral has been able to maintain the upward tick in every key performance indicator.
RingCentral has already begun to leverage the SaaSquatch platform to engage multiple types of advocates, and reward based on unique preferences. Ideas and strategies to improve customer loyalty, customer adoption, global reach, and employee engagement are underway to keep things on the upward trajectory.
Nate Yip, Senior Marketing Manager at RingCentral notes that a multi-faceted approach to customer engagement wasn’t always the plan, but is excited that it’s now become an undeniable channel for scale:
“I started out as someone looking for a referral program only, but I have since evolved my customer engagement strategy to include loyalty programs, with referrals being one key tenet of driving customer happiness. It’s not just about one program - it’s multiple components working together to achieve ultimate growth and scale.”
For Yip and the rest of the RingCentral team, it’s the possibilities and plans underway that have every department excited at the potential for growth:
“As far as our program results go, I am very pleased about the way things are going. I am also excited and optimistic for what we can accomplish with SaaSquatch. The tools and capabilities we wished for many years ago are finally at our fingertips, and we’re excited about the possibilities this brings for building an avenue where customers can show their happiness.”
As a result of partnering with SaaSquatch, RingCentral is delighted to report that they’ve increased the scale and efficiency of the referral program by double digits.
"As far as our program results go, I am very pleased about the way things are going. I am also excited and optimistic for what we can accomplish with SaaSquatch. The tools and capabilities we wished for many years ago are finally at our fingertips, and we’re excited about the possibilities this brings for building an avenue where customers can show their happiness."