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Turn Your World Upside Down: Your Constituents at the Center Of Your Universe

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Presented at BBCON 2012 - Blackbaud Conference 2012 - October 1, 2012 - Washington DC

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Turn Your World Upside Down: Your Constituents at the Center Of Your Universe

  1. 1. Turn Your World Upside Down:Your Constituents at the Center of Your Universe Banafsheh Ghassemi @BanafshehGh VP, eCRM & Customer Experience 1
  2. 2. MissionPrevent and alleviate human suffering in the face ofemergencies by mobilizing the power of volunteers and the generosity of donors Seven Fundamental Principles Humanity Impartiality Universality Neutrality Independence Voluntary Service Unity 2
  3. 3. 70,000 Disasters Per Year, Or 225 Families Every Day! 3
  4. 4. Almost Half of Blood Supply of US, 10M Units Per Year 4
  5. 5. 500K Cases of Emergency Communications &Support Per Year to Active Military Personnel, Veterans & Their Families 5
  6. 6. Life Saving Skills to 10 Million People A Year 6
  7. 7. Who Are Our Customers (Constituents)?  Clients (Impacted By Disasters)  Financial Donors: Individual & Institutional  Blood Donors: Individuals & Sponsors  Hospitals/Clinics  Active & Inactive Members Of the Armed Forces & Their Families  Course Takers  Preparedness Instructors  Volunteers 7
  8. 8. Why Does Red Cross CareAbout Constituent Experience? 8
  9. 9. Number of CharitiesHas Grown by More Than60% in the Last Decade! —New York Times 9
  10. 10. The Era of Mad Men is Over! 10
  11. 11. Most Influential Channels for Donations: Friends / Relatives 70%Pct of Those Reached Who Were Influenced Info from friends/ 60% relatives Email Meeting Phone Call 50% Letter 40% Online information Telethon News story Fundraising event 30% Print ad 20% TV ad 10% 0% 0% 5% 10% 15% 20% 25% 30% Percent Reached 11
  12. 12. The Influencers Have Big MegaphonesAND the Multiplier Effect on Their Side 12
  13. 13. We Care About How PeopleExperience Their Relationship With Us & What They Say About It (Voice Of the Constituent)Minimum Objective: EngagementWith Us Is Not An Inconvenience 13
  14. 14. Two Years Ago At ARC  Financial Donors Life Cycle Not Well Defined  Moments Of Truth (Experience Priorities) Not Known  Voice of The Donor Only Captured Within The Context Of Brand Sentiment  Siloed Donor-Impacting Initiatives  Donor Life Cycle Interactions Post Marketing Campaign And Post First Donation Not Aligned Or Defined   Acquisition NOT Retention Mindset   Constituent Support/Care An Afterthought 14
  15. 15. Where To Start? 15
  16. 16. Step 1: Change The Lingo Customer Experience Or a Brand Experience Strategy Customer Relationship Management Customer Experience Management Strategy StrategyWho §  Lead by line of business leaders §  Lead by CEO with strategic focus on brand (CSO, CMO, CCO) with tactical focus value proposition (outward looking). on operational efficiencies & priorities (inward looking).What §  Captures what you know about a §  Establishes the vision for how you want customer with an interest on the your brand to be experienced (CEM vision) value of the customer to the §  Captures what a customer thinks about you enterprise and the value you bring to them.When §  Generally focused on acquisition §  More holistic lifecycle focus that includes cycle (sales, revenue, profits) both acquisition & retention (sales, revenue, profits AND churn, Net Promoter Score) 16
  17. 17. Step 2: Define Donor Lifecycle & Identify Moments Of Truth Learning how donation was used Aware/ Learn Ease of donation (Stewardship) Renew Donate Acknowledgement Request information and appreciation of regarding specific Confirm/ donation issue Seek Help Appreciate 17
  18. 18. Step 3: Capture The Voice Of Your Constituent (VOC) 18
  19. 19. You Know What The Kids Say?Social Media = 19
  20. 20. The Jam Is Great Because…  Real-Time Feedback And Engagement  Leading Indicator Of Issues  Competitive Intelligence  Ideation  Outreach To New Segments 20
  21. 21. Social Media Is The Jam, But Not A Full Breakfast! E-mail Social Surveys Media Contact Center CRM 21
  22. 22. Richer Text And Context 22
  23. 23. Beware Of Channel Bias 23
  24. 24. Be Segment Appropriate  Teen/Young Blood Donors Adult   35-54   Married  On-The-Go   College+ Lifestyle Financial Donors  Extreme Sports   45-64   Married 24
  25. 25. A Well Balanced VOC Framework  Where Your Constituents Talk To You.  Continuously assess customer sentiment, needs & wants and refine organizational capabilities and enablers to satisfy the ever changing landscape Ongoing Customer Feedback Methods  Customer Feedback  *Welcome Calls            *Transac5onal Surveys  *Customer Panels          *Rela5onship Surveys  *Call/Inquiries Into Frontline Orgs   *Social Media    Employee Feedback  *Employee Panels          * Rep Quality Monitoring  *Front‐line Surveys          * Employee Engagement Surveys  25
  26. 26. Step 4: Develop & Implement The Strategy Voice of the Customer  Ini5a5ves  Business Strategy    Stakeholder Interviews  CEM    Inside‐Out Workshops  Vision    Focus Groups  CRM  •  Business Requirements for  Voice of the Customer  Wants, Needs, and    Primary Research  CRM PlaEorm  Expecta5ons    Best Prac?ces  Moves  •  Moves Management  Capabili5es  Management  Framework People, Process, Policy & System  Enablers  •  Donor Communica?ons  Other Ini?a?ves  •  Cross / Up‐sell  Ini5a5ves  CRM/CEM Strategy & Roadmap  Define CE Vision and Strategy Statement Develop guidelines for operational direction Prioritize Top Donor Wants / Needs Show prioritized list of initiatives against goals Align with Enterprise and Brand Strategies Determine key loyalty and touch-point metrics 26
  27. 27. Banafsheh GhassemiBanafsheh.Ghassemi@redcross.org @banafshehgh 27

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