Enhancing Customer Experience

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

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.

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

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

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]

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Enhancing Customer Experience

by Bridget Brandt

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