Enhancing Customer Experience
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Enhancing Customer Experience

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Enhancing Customer Experience Enhancing Customer Experience Presentation Transcript

  • Creating Loyalty Through Experience Bridget L. Brandt, Sr. Marketing Manager http://customerexperience101.blogspot.com A favorite You Tube video: http://www.youtube.com/watch?v=WFB8jirtyRw
    • Identify your current donor experience
    • Evaluate your current donor experience
    • Enhance your current donor experience
      • Strategy & Planning
      • Real World Tips and Techniques
    • (Yes, it is that simple.)
        • Treat customers like we would like to be treated
        • Program consists of many elements:
        • Series of e-mails and direct mails designed to help new customers be successful.
        • Annual thank-you programs
        • “ Love Bombs”
        • Making decisions that replicate how we would want to be treated.
        • Results:
        • 4X the revenue for customers in the program.
    Our Program
  • Identify Evaluate Enhance Real World Examples
    • http://www.youtube.com/watch?v=fKdto_6YHLU
    • Do you really know what it is like to work with your organization? You should.
    Identify Evaluate Enhance Real World
    • Get more information
      • Act like a donor/customer
      • Get someone else to act like a donor
      • Listen to your staff and volunteers
      • Survey-See appendix for tips
      • Research-Understand your current donors
    • Examine all of your touch points
    • Be honest when you evaluate yourself and don’t punish people for that honesty.
    • Accept the truth
    Identify Evaluate Enhance Real World Examples
  • Identify Evaluate Enhance Real World Examples
    • Establish a plan after you understand the value of the base.
      • What are you trying to solve for? Recurring gifts, new donors, loyalty, etc…?
    • Consider a pilot – to provide proof of concept.
    • Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy.
    Identify Evaluate Enhance Real World Examples
  • Identify Evaluate Enhance Real World
    • Make an Impression!
    • Starbucks, Nordstrom, Airlines all make an impression…
    • Social Media: What are you doing with it? What are your donors doing with it?
      • http://www.youtube.com/watch?v=5YGc4zOqozo
      • http://www.youtube.com/watch?v=4-94JhLEiN0
      • http://www.youtube.com/watch?v=Ogf92-T4Vjc
    • Mailings– Are your mailings making an impression?
      • http://www.youtube.com/watch?v=xzvTBscbrAE&feature=PlayList&p=C4CA7BA55E9ABE19&index=14
    Identify Evaluate Enhance Real World
    • Website –Does your website share your mission and bring in donations? Is it Viral? Can it be Shared? *
      • Tips:
        • Only 43% of websites include a description of the nonprofit organization’s goals and objectives
        • Share how the donors contribution will be spent, only 4 percent of nonprofit Web sites in the study stated on their home pages how they used donations.
        • Make it easy to donate online- in 17 percent of the sites in the study people were unable to find where they could make a donation.
        • Make it easy to donate online—one click.
    • Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/
    • *Data provided by Internet research firm Nielsen Norman Group
    Identify Evaluate Enhance Real World
        • Employees
          • 92% of loyal employees will go above and beyond the call of duty**
    **Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf Top Five Drivers of Loyalty Identify Evaluate Enhance Real World Enhancing Experience in the Real World
    • Volunteers–
      • They are you.
          • Make sure they understand they represent you & what that means.
            • Provide talking points, not scripts
            • Provide them with the tools they need to share our story
            • Be available, open, and honest
    Identify Evaluate Enhance Real World Enhancing Experience in the Real World
    • Things to remember:
      • Do what you say you are going to do!
      • “ There’s a disconnect between what organizations
      • say and what they do …
      • Enhancing experience is “easy” think about what makes working with your organization effortless and then make it happen.
    *The  Customer Experience IQ (CEIQ) study , conducted jointly by Vovici and CGA Identify Evaluate Enhance Real World Enhancing Experience in the Real World
    • What is your organization doing to enhance experience?
    • What has your organization done that has created a bad experience?
    Identify Evaluate Enhance Real World Enhancing Experience in the Real World
    • Don’t over survey your customers
    • Make a plan—how many people in your organization are surveying? Centralize the process.
    • Write a short questionnaire
    • Use simple words
    • Relax your grammar
    • Assure a common understanding –Don’t use terms specific to your organization
    • Don't write leading question- You want honesty, to truly identify
    • Don't make the list of choices too long
    • Avoid difficult concepts
    • Avoid difficult recall questions
    • Put your questions in a logical order
    • Pre-test your survey
    • Cover memo or introduction- tell them why you are surveying
    • Use some open ended questions-You want to provide an opportunity to tell you more, good and bad.
    • Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/
    • *Data provided by Internet research firm Nielsen Norman Group
    • **Walker Information Group
  • SAGE     Bridget L. Brandt Senior Customer Marketing Manager, Nonprofit Solutions Sage Business Solutions 12301 Research Blvd. Building IV, Suite 350 Austin, TX 78759 512-454-1844 x. 6355 [email_address]