Enhancing Customer Experience

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Enhancing Customer Experience

  1. 1. 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
  2. 2. <ul><li>Identify your current donor experience </li></ul><ul><li>Evaluate your current donor experience </li></ul><ul><li>Enhance your current donor experience </li></ul><ul><ul><li>Strategy & Planning </li></ul></ul><ul><ul><li>Real World Tips and Techniques </li></ul></ul><ul><li>(Yes, it is that simple.) </li></ul>
  3. 3. <ul><ul><ul><li>Treat customers like we would like to be treated </li></ul></ul></ul><ul><ul><ul><li>Program consists of many elements: </li></ul></ul></ul><ul><ul><ul><li>Series of e-mails and direct mails designed to help new customers be successful. </li></ul></ul></ul><ul><ul><ul><li>Annual thank-you programs </li></ul></ul></ul><ul><ul><ul><li>“ Love Bombs” </li></ul></ul></ul><ul><ul><ul><li>Making decisions that replicate how we would want to be treated. </li></ul></ul></ul><ul><ul><ul><li>Results: </li></ul></ul></ul><ul><ul><ul><li>4X the revenue for customers in the program. </li></ul></ul></ul>Our Program
  4. 4. Identify Evaluate Enhance Real World Examples
  5. 5. <ul><li> http://www.youtube.com/watch?v=fKdto_6YHLU </li></ul><ul><li>Do you really know what it is like to work with your organization? You should. </li></ul>Identify Evaluate Enhance Real World
  6. 6. <ul><li>Get more information </li></ul><ul><ul><li>Act like a donor/customer </li></ul></ul><ul><ul><li>Get someone else to act like a donor </li></ul></ul><ul><ul><li>Listen to your staff and volunteers </li></ul></ul><ul><ul><li>Survey-See appendix for tips </li></ul></ul><ul><ul><li>Research-Understand your current donors </li></ul></ul><ul><li>Examine all of your touch points </li></ul><ul><li>Be honest when you evaluate yourself and don’t punish people for that honesty. </li></ul><ul><li>Accept the truth </li></ul>Identify Evaluate Enhance Real World Examples
  7. 7. Identify Evaluate Enhance Real World Examples
  8. 8. <ul><li>Establish a plan after you understand the value of the base. </li></ul><ul><ul><li>What are you trying to solve for? Recurring gifts, new donors, loyalty, etc…? </li></ul></ul><ul><li>Consider a pilot – to provide proof of concept. </li></ul><ul><li>Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy. </li></ul>Identify Evaluate Enhance Real World Examples
  9. 9. Identify Evaluate Enhance Real World
  10. 10. <ul><li>Make an Impression! </li></ul><ul><li>Starbucks, Nordstrom, Airlines all make an impression… </li></ul><ul><li>Social Media: What are you doing with it? What are your donors doing with it? </li></ul><ul><ul><li>http://www.youtube.com/watch?v=5YGc4zOqozo </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=4-94JhLEiN0 </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=Ogf92-T4Vjc </li></ul></ul><ul><li>Mailings– Are your mailings making an impression? </li></ul><ul><ul><li>http://www.youtube.com/watch?v=xzvTBscbrAE&feature=PlayList&p=C4CA7BA55E9ABE19&index=14 </li></ul></ul>Identify Evaluate Enhance Real World
  11. 11. <ul><li>Website –Does your website share your mission and bring in donations? Is it Viral? Can it be Shared? * </li></ul><ul><ul><li>Tips: </li></ul></ul><ul><ul><ul><li>Only 43% of websites include a description of the nonprofit organization’s goals and objectives </li></ul></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><ul><li>Make it easy to donate online—one click. </li></ul></ul></ul><ul><li>Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/ </li></ul><ul><li>*Data provided by Internet research firm Nielsen Norman Group </li></ul>Identify Evaluate Enhance Real World
  12. 12. <ul><ul><ul><li>Employees </li></ul></ul></ul><ul><ul><ul><ul><li>92% of loyal employees will go above and beyond the call of duty** </li></ul></ul></ul></ul>**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
  13. 13. <ul><li>Volunteers– </li></ul><ul><ul><li>They are you. </li></ul></ul><ul><ul><ul><ul><li>Make sure they understand they represent you & what that means. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Provide talking points, not scripts </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Provide them with the tools they need to share our story </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be available, open, and honest </li></ul></ul></ul></ul></ul>Identify Evaluate Enhance Real World Enhancing Experience in the Real World
  14. 14. <ul><li>Things to remember: </li></ul><ul><ul><li>Do what you say you are going to do! </li></ul></ul><ul><ul><li>“ There’s a disconnect between what organizations </li></ul></ul><ul><ul><li>say and what they do … </li></ul></ul><ul><ul><li>Enhancing experience is “easy” think about what makes working with your organization effortless and then make it happen. </li></ul></ul>*The  Customer Experience IQ (CEIQ) study , conducted jointly by Vovici and CGA Identify Evaluate Enhance Real World Enhancing Experience in the Real World
  15. 15. <ul><li>What is your organization doing to enhance experience? </li></ul><ul><li>What has your organization done that has created a bad experience? </li></ul>Identify Evaluate Enhance Real World Enhancing Experience in the Real World
  16. 16. <ul><li>Don’t over survey your customers </li></ul><ul><li>Make a plan—how many people in your organization are surveying? Centralize the process. </li></ul><ul><li>Write a short questionnaire </li></ul><ul><li>Use simple words </li></ul><ul><li>Relax your grammar </li></ul><ul><li>Assure a common understanding –Don’t use terms specific to your organization </li></ul><ul><li>Don't write leading question- You want honesty, to truly identify </li></ul><ul><li>Don't make the list of choices too long </li></ul><ul><li>Avoid difficult concepts </li></ul><ul><li>Avoid difficult recall questions </li></ul><ul><li>Put your questions in a logical order </li></ul><ul><li>Pre-test your survey </li></ul><ul><li>Cover memo or introduction- tell them why you are surveying </li></ul><ul><li>Use some open ended questions-You want to provide an opportunity to tell you more, good and bad. </li></ul>
  17. 17. <ul><li>Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/ </li></ul><ul><li>*Data provided by Internet research firm Nielsen Norman Group </li></ul><ul><li>**Walker Information Group </li></ul>
  18. 18. 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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