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Edge of Amazing: Fast Track Session - Applying Customer Centricity to Your Nonprofit

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Edge of Amazing: Fast Track Session - Applying Customer Centricity to Your Nonprofit

  1. 1. Applying Customer Centricity to Your Nonprofit
  2. 2. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -2-  Why Care About Customer Centricity?  The Challenge  Customer Intelligence Maturity Model  Case Study – One Nonprofit’s Journey and Results  Implications for You Overview
  3. 3. Click to edit Master title styleConfidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -3- 3 Look Familiar? How are we doing? Compared to what? How do we measure how we are doing? What should we do to improve? Where should we focus our time, energy and investment for the greatest return? Why is what used to work, not working anymore – what should we do? How are others thinking, structuring, etc., to stay alive in the future?
  4. 4. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -4- The Answer - Customer Centricity And it is EVERYWHERE! Retail Consumer Hospitality FinancialServices Entertainment Marketing Product Sales Service Executive Customer Feedback, Data and Analytics Pricing Optimization Expedia NetflixNext Best Offers Marketing Lift SoFi - FinTech Amazon
  5. 5. But, WHY Should You Care? 5
  6. 6. Because EVERYONE in business cares and. . . There is a Standard . . . Amazon
  7. 7. Amazon’s Keys to Customer Centricity “Most companies do not get past the “listen closely” activity . . . Our goal is to change all that by changing our customer’s expectations and when we do that, we transform entire industries.” “You, our customers, completely drive our roadmaps.”
  8. 8. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -8- Customer Centric Growth Framework: GROWTH only comes from: MORE CUSTOMERS, OR MORE OF CURRENT CUSTOMER’S WALLET MARKET (the WHO) Is your current customer? Is your ideal customer? Do you want to respond? Who represents each of the segments you serve? MESSAGE (the WHAT) MEDIA (the WHERE) PLATFORM (the PROCESS) HOW TODAY’S GROWTH HAPPENS IS WHAT IS NEW TO MAINSTREAM ORGANIZATIONS Most quickly and easily interests each of your segments? Promises do you make to attract more of your ideal customers? Solutions are you offering? Which are good? Which are bad? Which are best? Which are worst? Which do your best segments pay attention to and (most importantly) respond?
  9. 9. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -9- “Talking the Talk”. . .But Not “Walking the Walk” Study of Executives, End-Users and Practitioners In our study of 253 senior executives and 2,000 end-users/practitioners*, 91% report their companies MUST maximize their Customer Intelligence to successfully compete for customers in the future. However, the majority (64%) report their companies perform at such a low level, customers are being neglected and customer relationships left open to being damaged or completely lost to competitors. STAGE 1: NAÏVE/IMPAIRED STAGE 2: AD HOC STAGE 3: ASPIRATIONAL STAGE 4: DIFFERENTIATED STAGE 5: COMPETITIVE GREATNESS WHAT COMPANY EXECUTIVES WANT HOW COMPANIES ACTUALLY PERFORM Source: 5 STAGES OF CUSTOMER INTELLIGENCE MATURITY® COMPANY MATURITY LEVEL: CUSTOMER RELATIONSHIP IMPACT: DAMAGING NEGLECTING MAINTAINING ENHANCING MAXIMIZING * Among companies with more than 1,000 employees
  10. 10. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -10- Why Do Executives “Want” This Dream? Company Performance = 3X WHY do executives desperately want customer intelligence maturity levels on par with globally recognized, industry disrupting companies? Because those performing at the highest levels of customer intelligence reap customer retention and financial performance market success at a rate of 3X that of companies performing in the lowest two stages! STAGE 1: NAÏVE/IMPAIRED STAGE 2: AD HOC STAGE 3: ASPIRATIONAL STAGE 4: DIFFERENTIATED STAGE 5: COMPETITIVE GREATNESS CUSTOMER RETENTION & FINANCIAL PERFORMANCE Source: 3X DIFFERENTIAL 5 STAGES OF CUSTOMER INTELLIGENCE MATURITY® COMPANY MATURITY LEVEL: CUSTOMER RELATIONSHIP IMPACT: DAMAGING NEGLECTING MAINTAINING ENHANCING MAXIMIZING
  11. 11. -11- The Challenge is . . . . INTERNAL. Up to 80% of customer intelligence initiatives fail to meet objectives 1,2 Why? It’s NOT the technology and usually, is not the raw output from customer intelligence initiatives; key reasons include:3,4 Disagreement on or lack of enterprise strategy Corporate cultures not built around customers Insufficient domain knowledge Organizational resistance Lacking the right skills The Customer Intelligence Challenge 1 2 3 4 Sources:
  12. 12. Click to edit Master title styleConfidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -12- 12 5 Stages of Customer Intelligence Maturity 1 Insight Impaired 2 Ad Hoc Aspirational Differentiate d Competitive Greatness 5 4 3 CI Maturity Established Mainstream Digital Native Disruptors Not Customer Insight Driven Situation or Event Driven Sees and wants the value Good at customer intelligence Customer insight nirvana STAGE 3 STAGE 4 STAGE 5STAGE 2STAGE 1 CUSTOMER CENTRICITY FRAMEWORK Customer Intelligence Maturity® Framework
  13. 13. Click to edit Master title styleConfidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -13- 13 5 Stages of Customer Intelligence Maturity 1 Insight Impaired 2 Ad Hoc Aspirational Differentiate d Competitive Greatness 5 4 3 CI Maturity Established Mainstream Digital Native Disruptors Not Customer Insight Driven Situation or Event Driven Sees and wants the value Good at customer intelligence Customer insight nirvana STAGE 3 STAGE 4 STAGE 5STAGE 2STAGE 1 CUSTOMER CENTRICITY FRAMEWORK Customer Intelligence Maturity® Framework
  14. 14. Click to edit Master title styleConfidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -14- 14 The Logical Progression – Finding “True North” 1 Insight Impaired 2 Ad Hoc Aspirational Differentiate d Competitive Greatness 5 4 3 CI Maturity Established Mainstream Digital Native Disruptors Not Customer Insight Driven Situation or Event Driven Sees and wants the value Good at customer intelligence Customer insight nirvana STAGE 3 STAGE 4 STAGE 5STAGE 2STAGE 1 Predictive & Prescriptive (the “SO WHAT”) What happened or is happening? How many, how often, where? What exactly is the problem? What will happen next? Why is this happening? What needs to be done? What happens if we try this? What is the best that can happen? Customer Intelligence Maturity® Framework
  15. 15. Click to edit Master title styleConfidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -15- 15 5 Stages of Maturity - Customer Impact Stage 1 1.00-1.99 Stage 2 2.00-2.99 Stage 3 3.00-3.99 Stage 4 4.00-4.99 Stage 5 5.00+ DAMAGING NEGLECTING CUSTOMER NAÏVE or IMPAIRED: “Not customer-driven.” Rely on gut feel and plan to keep doing so. Not framing business problems in a way that customer data, research or analytics can help solve. AD HOC: “Situation or event driven.” Customer data, research and analytics is siloed, directed only at certain products or service. Decision-making is siloed with no corporate learning. Organization’s Maturity MAINTAINING ASPIRATIONAL: Organization “wants the value.” Urgency begins around coordinating and mobilizing an enterprise-wide approach to customer intelligence and collaboration rather than silos. ENHANCING DIFFERENTIATED: “Good at customer intelligence.” Highly customer oriented, institutionalized tools, and widely use customer information. Areas still exist to fully compete or use strategically. MAXIMIZING COMPETITIVE GREATNESS: “Customer insight nirvana.” Every decision is made on customer data, research and analytics as part of overall strategy of company. Maturity Impact on Customer Relationship Maturity Level Description Customer Intelligence Maturity® Framework
  16. 16. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -16- CLICK® Provides the Blueprint for you FOUNDATION: Doing the right things, have the right skills, have the right tools KNOWLEDGECUSTOMER BUY-IN: Doing things right RESULTS: Maximizing Outcomes CULTURELEADERSHIP INNOVATION CLICK® = MAXIMIZE BRC’s Customer Intelligence Maturity Assessment (CIMA) measures an organization’s performance using the CLICK® framework.
  17. 17. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -17- CLICK® Self Assessment Capabilities Customer Leadership Innovation Culture Knowledge Basic (Stages 1 & 2) Little to no customer input sought or deemed necessary. At best, realization that some input is better than relying on “gut” or older “internal expert” outcomes “Evangelists” may exist, but low level in organization; or no senior level attention/ support of customer intelligence Mostly “aimless,” or limited attention to driving market differentiation Little/no enterprise-wide view of customer intelligence. At best, siloed application of CI activities Inconsistent, poor quality organization; no function strong customer orientation Intermediate (Stage 3) Best practice methods applied as required: agile, hybrid, iterative, structured and unstructured. Collaboration begins through communities or roundtables. Leadership at higher management levels of customer intelligence. leadership recognizes importance of CI Multiple trajectories and targets due to unrefined identification, prioritization and selection process More intentional, organized ecosystem of customer analysts, coordination of roles, functions Identification of key intelligence domains and creation of centralized customer intelligence and trend repositories Advanced (Stages 4 & 5) Every critical business, marketing, product, strategic or tactical decision requires multiple customer intelligence inputs Leadership demands customer intelligence; no complacency. View CI as market differentiator and strategic advantage Enterprise actively targets customer intelligence it has the biggest impact on the business “Everyone’s a customer analyst” culture; enterprise- wide understanding of business possibilities of customer intelligence Enterprise-wide CI management and outcome governance in place. as key business strategic asset
  18. 18. Confidential – Copyright © 2018 BRC All Rights Reserved Unlock SUCCESS!® -18- CLICK® Self Assessment Capabilities Customer Leadership Innovation Culture Knowledge Basic (Stages 1 & 2) 2.5 1.25 1.75 Intermediate (Stage 3) 3.25 Advanced (Stages 4 & 5) 4.75 TOTAL 13.5/5 = 2.7 (Stage 2: “Ad Hoc”)
  19. 19. What About Nonprofits? 19
  20. 20. -20- Goal: Develop sustainable revenue so that Organization has sufficient operating funds to grow and continue serving the community. Objectives: Increase awareness. Increase membership and activity fees. Increase donations. Increase corporate sponsorships. The Customer Strategy
  21. 21. Confidential – Copyright © 201 BRC All Rights Reserved Unlock SUCCESS!® -21- Foundational Actions Much was needed to identify opportunities for program implementation: Knowing what opportunities might yield the greatest return for the organization meant getting their current knowledge sets into useful shape and acquiring information to fill obvious knowledge gaps. DATA ANALYTICS Five-year Longitudinal Revenue Analysis  Earned Income  Fundraising DATABASE USABILITY Clean-up and Organization for On-going Usage  Database Combination  Information Appending  Acquire Needed Additional Potential Customer Information SURVEYS INTERVIEWS Identify Attitudes Driving Usage and Donation  Donors  Users (Customers) Examine Best Practices from Leading Organizations
  22. 22. Confidential – Copyright © 201 BRC All Rights Reserved Unlock SUCCESS!® -22- Outcomes from Programs = ROI Programs are implemented, measurable results produced: Meaningful “ROI” is proven by a change in previously forecast results across four key areas. Understanding motivations of donors and users drove campaign selection and messaging.  Contribution impact: Revenue INCREASE = 97%  Event fund raising: Revenue INCREASE = 32% Change to cost structure for instructors.  Decreased shared split with Instructors for immediate cost savings AND revenue increase Campaign messaging with increased community awareness as result Fee structure (11.8% INCREASE) Credit card acceptance Programs to drive participation (6.8% INCREASE) Front desk customer service Email newsletters for information Social media Business sponsorship fair to provide information to constituents Stage 3 REVENUE-GENERATING INSIGHTS COST-AVOIDANCE OPPORTUNITIES DECISION SUPPORT IMPROVE CUSTOMER EXPERIENCE AT INDIVIDUAL LEVEL
  23. 23. And They LOVED You for This, Right? 23
  24. 24. Confidential – Copyright © 201 BRC All Rights Reserved Unlock SUCCESS!® -24- If even a small nonprofit benefits from the most basic of “customer intelligence” activities, imagine what your organization could achieve? “Customer” intelligence drives improved company performance Don’t expect changes to be immediately welcomed by staff – you need a culture shift. Give it time. See the big picture and long-term view, and work toward that. Don’t be afraid to be strategic vs. reactive. Don’t be tied to “tyranny of the urgent.” 1 2 4 3 Implications 5
  25. 25. “In the past, companies went out of business because products changed. Today, they go out of business, or become irrelevant, because experiences change.” 25 JOHN BURSHEK
  26. 26. JOHN BURSHEK, PRESIDENT EMAIL: JOHN@BURSHEKRESEARCH.COM - DIRECT: 509.421.2664 www.burshekresearch.com ACTIONABLE INSIGHTS

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