A cross-section of ABC Signup customers are seeing a slight uptick in activity in 2011 and expect to offer the same or more programs and events in 2012. Each said they save time managing registrations for these offerings through ABC Signup’s online registration software, according to the first customer survey conducted by the company.
“We felt a survey could complement the anecdotal information we get from ongoing conversations with our customers,” said Todd Chandler, president of ABC Signup. “We gained a clearer picture of market expectations as well as customer perceptions about our software.”
While 47% of survey participants said their number of programs or events were about the same thus far in 2011 versus 2010, 40% cited an increase compared to 13% who saw a decrease. Attendance for these events tracked about the same year-over-year for 42% of survey respondents, but 34% experienced increases versus 24% who recorded declines. About one-third of those surveyed expect to offer additional programs in 2012, while 61% project their offerings to remain about the same as 2011.
Customers noted significant time savings achieved through ABC Signup, with 42% estimating they saved at least 50% of the time they had been committing to registration management prior to using ABC Signup. Another 29% placed their time savings at 20%, and 21% estimated their time savings at 30%.
“Time savings is one of our key selling points, so it is gratifying to be able to quantify those savings at such high percentages,” said Chandler. “Over the years, customers repeat the mantra about ABC Signup ‘freeing them up’ to do other aspects of their job or devote more time to improving program content, and this survey indicates they are gaining the time to do it.”
Customers were almost evenly split in choosing their top three features of ABC Signup’s software, with most selecting “registrants enter their own data,” “automated correspondence to registrants,” and “easy access to reports such as attendance or financials.” They cited 24/7 access to register online and e-mail confirmations/reminders as the two top features of ABC Signup from the registrant’s perspective.
When asked what they might improve about ABC Signup’s software, survey participants were less decisive. Of the choices, 30% selected “more report exporting options,” while another 30% selected “other” and wrote in answers ranging from “nothing” to “not such a short timeout period” to “more customization.” And in an unsolicited testament to ABC Signup’s devotion to customer feedback, one respondent wrote, “As we think of new features, they tend to appear, as others must have had the same ideas.”
“From the sales and renewal processes to our regularly scheduled customer reviews to our ongoing dialogue about software features, we are always talking to our customers and upgrading our product to better serve them,” said Chandler. “This survey mirrors a lot of what we hear in individual conversations, but gives us a little more consensus on the market trends and product characteristics so important to our business.”