Digitally transforming the UK’s No.1 Heart Charity – the British Heart Foundation’s (BHF) amazing journey to reach their 2020 goal December 2014 marked the launch of the BHF’s brand new digital transformation. Built in Sitecore, the website acts as a key driver towards their 2020 strategy: to fund more cutting edge medical research and win the fight against heart disease. Since its launch, the results have been mind-blowing. As a NFP organisation, you need intelligent digital solutions that drive real value at a low cost by delivering a great customer experience to ensure your ongoing success. You must be more engaging, transparent and responsive than ever before. The looming question is, where to start? During this webinar, Lindsay Herbert, Global Head of Digital at Precedent will explore the BHF’s four steps to their digital transformation: • Users driving the digital journey • Integrating systems for a single customer view • Defragmenting the digital experience • Empowering and enabling people to take action and raise money We will share the fantastic results the BHF have seen, including in their first month a 277% increase in donations from December 2013, to leave you inspired to drive digital change in your NFP organisation

1. HOW THE BHF IS USING CX & DIGITAL TO
WIN THE FIGHT AGAINST HEART DISEASE.
BHF’S SURVIVAL
OF THE FITTEST
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL at PRECEDENT
SITECORE WEBINAR
MAY 28 // 2015
@lindzeiy @precedentcomms #precsem

2. @lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX

3. WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

4. HIERARCHY OF
HUMAN NEEDS:
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5. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

6. WHY DO
YOU EXIST?
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7. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
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8. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

9. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

10. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

11. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

12. OUR SUPPORTERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem

13. OUR SUPPORTERS
ARE UNENGAGED.
”
T H E T R U T H
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14. ✱ They can’t donate easily.
So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they warn others.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

15. ✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H

16. OUR SUPPORTERS
ARE DISSATISFIED.
OUR CHAIRTY IS AT
RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem

17. HOW DID BHF
ADAPT TO ITS
SUPPORTERS’
NEEDS?
@lindzeiy @precedentcomms #precsem

18. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

19. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

20. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

21. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

22. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

23. HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

24. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

25. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

26. HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL

27. IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

28. IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

29. “ To provide our customers
with the most convenient
access to media entertainment.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

33. $29.5M TO $71M

34. “ To win the fight against
heart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

43. 277% INCREASE IN
ONLINE DONATIONS

44. IF YOU’RE ENDANGERED,
START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem

45. ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
@lindzeiy @precedentcomms #precsem

46. IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem

47. IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem

50. $1 BILLION
IN 17 MINS

57. IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
@lindzeiy @precedentcomms #precsem

58. EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
@lindzeiy @precedentcomms #precsem

59. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem

60. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem

70. 74% INCREASE IN
EVENT SIGN-UPS

72. 40% INCREASE IN
DONATIONS = £1M

74. 25% INCREASE IN HEART
MATTERS SIGN-UPS

75. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

76. CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem

77. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

78. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

79. “ To be the most magical
place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

80. @lindzeiy @precedentcomms #precsem

81. @lindzeiy @precedentcomms #precsem

82. @lindzeiy @precedentcomms #precsem

83. @lindzeiy @precedentcomms #precsem

89. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem

90. CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
@lindzeiy @precedentcomms #precsem
C A R E

91. BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

92. HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL

93. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

94. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

95. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

96. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

97. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

98. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

99. @lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX

100. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

101. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

102. QUESTIONS &
THANK YOU.
@lindzeiy @precedentcomms #precsem