Promoting customer happiness: Erin Smith, Director of Sales, Swoogo

Having world-class support is our number one priority. It is what we, as a company, pride ourselves the most on — customer happiness. And making sure that the right customers are using the right solution provides for long-term happy relationships that are really sticky. So tawk.to makes us stickier. — Erin Smith, Director of Sales, Swoogo
What’s the secret to long-term customer happiness? We spoke to Erin Smith, Director of Sales, to learn about Swoogo’s approach and how tawk.to plays a part in developing customer relationships that stick.

1 - First of all, can you tell us a little bit about your business?

Absolutely. Swoogo is an event management platform for marketers. It is designed to empower meeting planners, event planners and marketing teams while they're focusing on their event strategy.

2 - How do you use tawk.to at Swoogo?

So, some of our customers right now use tawk.to to engage with their event participants. tawk.to is really fantastic for allowing our customers to increase their own engagement, be able to chat with them if they're needing assistance and registration, and we're also able to empower our own customers to basically use a tool that makes sense for them. Swoogo's values are really heavy in empowering everyone, our customers. And then we also want to make sure that our customers can empower their customers. So, for us, tawk.to is a really great solution for that.

3 - Why did you choose to use and partner with tawk.to?

We chose tawk.to because of a few reasons. The first is intuitiveness. tawk.to is really easy to set up. So we have actually never gotten negative feedback from any of our customers who use tawk.to, which makes us really happy.


We look to partner with best-in-craft technologies for pieces of the events process that we don't necessarily handle internally ourselves. So this particular chat instance really made a lot of sense to allow our own customers to be able to configure it and use it in the way that they need for their particular events.


That intuitiveness is something that we hold very deep — flexibility. So because that kind of core value aligned, that made a lot of sense. We also chose to partner with tawk.to because tawk.to and Swoogo have shared values of world-class support. Having world-class support is our number one priority. It is what we, as a company, pride ourselves the most on — customer happiness. And making sure that the right customers are using the right solution provides for long-term happy relationships that are really sticky. So tawk.to makes us stickier.

4 — How do you promote tawk.to?

Swoogo actually comes from pretty organic growth. We're very proud of it. We are growing quite rapidly now, but the first five years, everything was organic, which for us falls in line again with that support value, right?


Having most of your customers sign on because someone else said, "Hey, I love this,” is really important for us, so we actually promote it the same way. Our customer support team members talk about tawk. Our account managers talk about tawk. And so does sales. So everybody talks about it. That's what we do. We talk about it when it makes the most sense for a customer looking to solve a problem that is not natively solved within their existing tech stack.

5 - What benefits are you seeing as a result of sharing tawk.to?

Absolutely. So one of them is stickier customers. We had one agency that was looking to solve this problem, solved it really well with tawk, and was able to bring on two other customers to both Swoogo and to tawk and is really seeing value from it there. And that particular customer is in the nonprofit space doing a lot of work for housing in New York, so it's working out really well. It's also a value-add to our own software.


Swoogo is, we like to use the term agnostic, meaning we play well with others. We play in the sandbox with others. So we want to make sure that meeting planner's looking to come and host an event and set up their event in a certain way have all of the tools that they need at hand, whether or not they're built in Swoogo. So because of that, they're able to use other systems like tawk in a way that makes sense for them. And for us, that's really important because it is once again empowering our users versus trapping them. And it forces Swoogo, also, to be curious and to foster that empowerment of all of the users.

6 - What advice can you share with new partners at tawk.to?

My only piece of advice is, as cliche as it sounds, just to talk about it. Talk to your customers. Talk to your other partners. Find out how they're engaging. How are they engaging with their own customers? How are their customers engaging with their customers? Because they will likely find a fit for tawk.to.


Learn more about Swoogo and get in touch: https://www.tawk.to/partner/swoogo/


Hybrid event or hybrid strategy? Find out what’s working now and get Swoogo’s free guide to a hybrid event strategy. Get the free guide: The Hybrid Myth

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