How Docusign’s Teams Use IAM to Improve Our Customers’ Experience

When people think about how the Docusign Intelligent Agreement Management (IAM) platform can be used for customer experience (CX) teams, they often picture traditional customer-facing agreement workflows like sales contracts, onboarding flows, or transactional business processes.

But inside Docusign, teams are using the IAM platform in a much broader way.

Across marketing, security, and partner operations, our employees use lightweight workflows to automate repetitive processes, centralize records, and reduce manual coordination. Many of these workflows are relatively small on their own, but together they demonstrate how IAM can flex across multiple use cases in any organization.

As Docusign’s senior director of application engineering, Aswa Pillai puts it, “The demand for IAM across the organization has exceeded expectations. To scale adoption, reduce bottlenecks, and accelerate time to value, we’re empowering business teams to build solutions using IAM’s low-code / no-code capabilities while IT provides the right guardrails, governance, and guidance.” Here’s a look at how Docusign teams are using IAM internally today to solve operational friction points and improve our customer experience. 

Simplifying marketing and speaker release management

One of the earliest internal IAM use cases was with Docusign’s customer marketing team.

The challenge was familiar: the team needed a faster way to collect speaker releases, social permissions, and marketing consent forms from customers participating in live events.

Previously, team members had to upload PDFs into Docusign, add signature fields, enter customer information, send agreements individually, download completed forms, and then re-upload files into shared storage systems.

This made it incredibly difficult for team members to locate agreements and reference customer commitments. Files were inconsistently named, stored in personal drives, or lost entirely when employees left the company, resulting in hours of work and destroying customer relationships. 

Using IAM, the team created a streamlined workflow to meet the growing demand for customer references. “Now, marketing and event teams simply send customers a link, customers review the form and sign on their mobile device, and the signed agreement is automatically routed into a centralized Google Drive repository with standardized naming conventions,” said Denise Weber, Customer Marketing Director at Docusign.

The workflow supports multiple release types, including speaker releases, marketing releases, social media consent forms, and logo usage agreements.

The impact has been significant. The team saved roughly 200 hours annually, reduced dependency on individual employees, improved legal visibility and compliance, and achieved faster event operations at scale. 

The customer experience improved as well. Rather than trying to wrangle unfamiliar attachments, customers interact with a lightweight web-based form that feels faster and easier to complete, especially on mobile devices during live events. For a relationship-driven team, this becomes a reflection of the brand and sets the tone for future engagement, making every next step feel easier.

Replacing manual abuse reporting processes

Docusign’s Trust and Safety team also uses IAM to automate abuse reporting workflows. Customer brand trust and security are top priorities for Docusign, so it’s all hands on deck when the security team receives a report related to phishing, abuse, financial fraud, or impersonation. 

Previously, a third-party vendor collected and processed all reports. The process involved multiple manual handoffs, which limited visibility into case status and slowed responses.

The updated IAM workflow:

• Collects abuse reports through a web form

• Triggers backend workflows to validate and route reports

• Automatically creates Jira cases for investigation

• Routes cases directly to the appropriate technical teams

• Tracks resolution progress from intake through closure

• Closes the loop with the original requester via email, providing status updates on their report

This shows how teams can use IAM as an orchestration layer that connects intake, automation, routing, downstream systems, and email updates back to reporters. The team also saw $46K in annual savings across 8.4k abuse reports filed annually.

By bringing abuse reporting in-house with IAM, we have more direct control over how sensitive information is handled and governed. This supports our privacy commitments and reduces operational risk. Janice LeGay, Senior Trust and Safety Operations Manager, shared, “With IAM, abuse reports submitted through our web form flow directly into Jira, giving our Trust and Safety team clearer visibility and enabling faster investigations. That automation lets us focus more on protecting customers and less on manual handoffs.”

Partner due diligence and risk screening

At Docusign, our Partner Operations and Legal Compliance teams are responsible for ensuring third parties acting on our behalf meet our compliance and risk management standards. Previously, this process relied heavily on emails, spreadsheets, and manual follow-ups, making it time-intensive and increasing the risk of errors.

Using Docusign IAM, we transformed this process into an automated, end-to-end workflow. Using IAM integrated with Salesforce, the solution automatically reaches out to partner contacts, collects required information through secure web forms, updates partner records back to Salesforce, and initiates the due diligence process—eliminating manual handoffs and accelerating execution.

The impact has been immediate. By saving approximately 10–15 minutes per partner review, the solution delivers meaningful productivity gains for both Legal Compliance and Partner Operations while creating a more consistent, auditable process. Importantly, it strengthens Docusign's compliance posture by ensuring partner due diligence is completed more efficiently, accurately, and at scale.

Streamlining customer security test requests

Docusign’s Cybersecurity team supports our customers’ requests to validate the security of our application by way of a penetration test. In order to support all our customers and maintain the availability of our application services, all penetration tests performed against the Docusign application must follow a very specific protocol. The process requires coordination between customers and security teams, including intake collection, scheduling, review and approval workflows, and security coordination.

Now, all that information comes together in one easy workflow built using IAM. The workflow includes web forms for intake, workflow builder orchestration to integrate with Atlassian jira, and automated routing to security teams, along with email verification capabilities that help validate requester information before accepting submissions.

This automation improves consistency and reduces administrative overhead for highly specialized security workflows while improving the end user experience for our customers. 

IAM as an operational layer across the enterprise

All of these examples show the variety of potential use cases for IAM; there’s a clear pattern of where it excels. 

Teams are using IAM to:

• Eliminate repetitive manual tasks

• Centralize records and visibility

• Standardize workflows

• Reduce operational risk

• Improve customer and employee experiences

• Connect disconnected systems

• Enable lightweight automation without large engineering investments

The result? Shorter agreement cycles, scalable operations, and a drastic reduction in cost-to-serve, enabling your team to focus on valuable work that moves the bottom line.

These workflows focus on achieving operational improvements and solving specific pain points across departments to better serve the needs of customers and employees alike. Collectively, they show how IAM can operate as a flexible orchestration layer across an organization—not only for customer transactions, but also for internal processes, operational coordination, and cross-functional collaboration.

Learn more about Docusign IAM here.