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Case Study

Evolution to revolution: Transforming a mature SMM program


Industry: Major consumer technology provider

Service: Align the strategy for meetings & events to the overarching company

Location: Global


CWT Meetings & Events collaborated with a major consumer technology provider, to simply their needs. Using their current strategic meetings management program which enables the customer to achieve their business objectives, we fined tuned it to provide better performance.

The client wanted their existing program to become seamless through everyday tasks such as planning meetings, sourcing venues, managing suppliers, signing contracts, organizing teams for effective impact and more. In order to do so, key stakeholders were interviewed to understand the current pain points of the program and where adjustments were required to develop it further. Overall, the client requires a program that drives strategic value.


The client is rapidly growing within the meetings space and has a constant push for diversity and change. Therefore, they are looking for ways to stand out from the crowd and push their offering further.

To ensure a successful delivery, the client requested CWT M&E to provide regular validation steps  with key stakeholders and partners to streamline the overall strategy.


With the client’s requirements in mind, 95% adoption rate was achieved by using in-depth knowledge and processes and, assigning appropriate staff.

After landing the account in 2010, there were only eight people in operational roles to service the account. Therefore, a huge focus was on hiring the right talent and putting them in roles to succeed. In addition to the staffing model, there were further developments:

  • Central mechanisms to track cancellation credits
  • Adjustment of sourcing strategies and negotiations tactics
  • Strategically aligning with the client’s travel provider
  • Introducing a technology specialist

The development of these programs ensured high service quality, while:  

  • Conducting robust quarterly business reviews with the client, allowing stakeholders to see the value in what was being delivered.
  • Implementing an annual recognition program to showcase the ability to think more creatively and enhancing internal adoption of our programs. Especially by assigning internal brand ambassadors to tell their story.
  • We had a third party organization conduct an anonymous survey to interview all stakeholders and investigate their pain points which needed resolving.


Embodying the client’s company culture and values within CWT M&E service while continuing to deliver, resulted in the contract being renewed in 2016. It showcases the strong relationship we build side-by-side with a client, and the solid, measurable results CWT M&E delivered for them. They signed a six-year contract renewal and expanded the scope of services offered too.

  • Ability to drive SMM rigor while delivering amazing events
  • People (Training and culture)
  • A respectful challenger to drive strategic value

Quick facts

  • 24% average savings
  • 4.8 out of 5 customer satisfaction
  • Created key partnerships

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