Don‟t just ask what your supporters can              do for you…            21 September 2012              Gary Hancock   ...
CUSTOMER  VALUE
SUPPORTER  VALUE
CUSTOMER  VALUE
Truths   Our single-minded focus:   protecting and increasing        customer value                               What we ...
Why it matters                      Why Satisfied Customers Defect 1995• Completely satisfied customers six times more lik...
Why it mattersCharities?
Drivers of satisfaction             The fundamentals of the product or service          Support services that make the pro...
You don’t have to delight me         Support services that make the product or service                           easier to...
Just make it easy for me                       Reduce customer effort       Knowledgeable                                 ...
One example              • Top down commitment to great customer                service              • Careful use of IVR,...
How easy do we make it for our customers?• Less than half of charities can answer a simple enquiry consistently  across ma...
You don’t have to delight me
Just make it easy for me                           I can set that                           up for you                    ...
Just make it easy for me                           “If you do decide to                           support us we would love...
Find new ways to thank me
Find new ways to thank me
Simple, engaging, proactive                                         Each donation we receive makes                        ...
Essentials    Reduce   customer     effort               Increase              proactivity
Delivering proactive customer care: five steps                      Situation   Insight   Vision               Strategy   ...
Step 1  InsightAsk your customers:                  Find out:• What‟s important to you?           • What are your most fre...
Step 2    Insight    Insight    VisionAsk yourself and your team:            Determine:•   Which organisations make it eas...
Step 3                            Situation  Insight  Insight      Vision                            analysisInternally re...
Key questions              Leadership challenges   Strategy              •   Do you have a customer care strategy?        ...
Key questions              •   Do front line customer service teams seek and exploit   Strategy       opportunities to inc...
Key questions              •   Are your customer processes documented?   Strategy   •   What is the customer process for y...
Key questions               •   Do you have a single customer view?   Strategy    •   Can you handle priority transactions...
Step 3                         Situation  Insight  Insight      Vision                         analysisInternally review: ...
Step 4                          Situation    Insight    Insight   Vision                   Strategy                       ...
Step 5                           Situation    Insight    Insight   Vision                   Strategy      Delivery        ...
Proactive customer care• Our single-minded focus: protecting and increasing customer value• What we do for the customer is...
Gary Hancock   Customer Management Consulting  gh.crm@btopenworld.comlinkedin.com/in/garyhancock        @oxfordgary       ...
Don’t just ask what your supporters can do for you   gary hancock - customer management consulting
Don’t just ask what your supporters can do for you   gary hancock - customer management consulting
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Don’t just ask what your supporters can do for you gary hancock - customer management consulting

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Don’t just ask what your supporters can do for you gary hancock - customer management consulting

  1. 1. Don‟t just ask what your supporters can do for you… 21 September 2012 Gary Hancock Customer Management Consulting
  2. 2. CUSTOMER VALUE
  3. 3. SUPPORTER VALUE
  4. 4. CUSTOMER VALUE
  5. 5. Truths Our single-minded focus: protecting and increasing customer value What we do for the customer is at least as important in driving value as what we do to the customer
  6. 6. Why it matters Why Satisfied Customers Defect 1995• Completely satisfied customers six times more likely to repurchase than satisfied customers• Completely satisfied customers over 40% more likely to be loyal
  7. 7. Why it mattersCharities?
  8. 8. Drivers of satisfaction The fundamentals of the product or service Support services that make the product or service easier to use Recovery processes for addressing bad experiences Additional services: customisation, addressing customer preferences
  9. 9. You don’t have to delight me Support services that make the product or service easier to use
  10. 10. Just make it easy for me Reduce customer effort Knowledgeable First contact resolution employees
  11. 11. One example • Top down commitment to great customer service • Careful use of IVR, towards a more relevant conversation • Listen to your customer: give them time to explain what they need • Information readily available, to provide reassurance • Gather information to drive the future relationship • Confirm what will happen next
  12. 12. How easy do we make it for our customers?• Less than half of charities can answer a simple enquiry consistently across mail, email and telephone• One fifth (email) and two thirds (mail) take longer than 10 days to respond to an offer of financial support• Regular giving is promoted in two thirds of responses to an offer of financial support• Consistently over three years, we were successful in giving away money in only half of our attempts• Fewer than one fifth of opportunities to save a lapsing regular donation were attemptedSource: Pell & Bales mystery shopping
  13. 13. You don’t have to delight me
  14. 14. Just make it easy for me I can set that up for you today: would that be OK?
  15. 15. Just make it easy for me “If you do decide to support us we would love to hear from you – you can call on 0800 269065 or donate on line on www.greenpeace.org.uk. I have also enclosed a form for you to return to us”
  16. 16. Find new ways to thank me
  17. 17. Find new ways to thank me
  18. 18. Simple, engaging, proactive Each donation we receive makes such a huge difference to the care and support that we provide for the children, young people and families that visit us here. Your money goes towards anything from employing a Care Team member to provide one to one care for each guest, to helping to Dear Gary, Angela & Joseph, pay for our gas and electricity. Thank you for your kind in memoriam If you would like to come to Helen & donation of £25.00 to Helen & Douglas Douglas House to see the difference House. As a charity we are almost your gift can make first hand please entirely dependant on the generosity reply to this e-mail. We hold a of people such as yourself and we are number of Open Mornings throughout most grateful for your contribution. the year as well as an Open Day in September. Thank you for your support. With best wishes,
  19. 19. Essentials Reduce customer effort Increase proactivity
  20. 20. Delivering proactive customer care: five steps Situation Insight Vision Strategy Delivery analysis
  21. 21. Step 1 InsightAsk your customers: Find out:• What‟s important to you? • What are your most frequent• What do you expect? customer transactions?• What would make it easier for • What are your frequently asked you to engage with us? questions? Your customer service priorities
  22. 22. Step 2 Insight Insight VisionAsk yourself and your team: Determine:• Which organisations make it easy • What customer experience you for me to do business with them? want to create• What do they do that is • What you want the customer to exceptional? think, feel, do• What can we learn from them? • The impact on your business The customer experience you want to create
  23. 23. Step 3 Situation Insight Insight Vision analysisInternally review: Strategy Process People Technology
  24. 24. Key questions Leadership challenges Strategy • Do you have a customer care strategy? • Who „owns‟, is ultimately responsible for customer care in your organisation? • How widely understood is the role of customer service in increasing customer value? • Does everyone share your vision?
  25. 25. Key questions • Do front line customer service teams seek and exploit Strategy opportunities to increase customer value? • Do customer service staff have skills in proactive customer engagement? • Does your organisation structure make it easy to deliver People proactive customer service?
  26. 26. Key questions • Are your customer processes documented? Strategy • What is the customer process for your priority transactions? • Have you established service levels for your priority transactions? • How are performance standards monitored and People reported? What systems and management information are in place? • How does your performance compare with your standards, and customer expectations? Process
  27. 27. Key questions • Do you have a single customer view? Strategy • Can you handle priority transactions at all major customer touchpoints? • How accessible is the knowledge that you need, to handle priority transactions? • Are you able to engage with customers through their People preferred channel? Process Technology
  28. 28. Step 3 Situation Insight Insight Vision analysisInternally review: Mystery shop: • Your priority customer transactions • Focus on customer effort and proactivity • Assess your performance against your vision and standards How close you are to the customer experience you want to create
  29. 29. Step 4 Situation Insight Insight Vision Strategy analysisCritical elements:• Realism: achievable objectives• Prioritisation: focus on ease and proactivity• Prioritisation: focus on priority transactions• The commitment required to achieve sustainable change How you will deliver proactive customer care
  30. 30. Step 5 Situation Insight Insight Vision Strategy Delivery analysisIncrease your chances of success: Demonstrate impact:• Evangelical sponsor • Identify and implement quick• Report to ET/SMT wins to gain support• Dedicated project management • Measure impact – as best you• Involve the front line can Towards proactive customer care
  31. 31. Proactive customer care• Our single-minded focus: protecting and increasing customer value• What we do for the customer is at least as important in driving value as what we do to the customer• Satisfaction alone is not enough: complete satisfaction must be our aim• You don‟t have to delight your customers, just make it easy for them• Your organisation needs a customer care vision and strategy• Invest in understanding what your customers expect• Be honest about your current situation and what you can achieve• Focus your plan on the transactions that matter most to you and your customers• Measure your impact from Day 1, to build sustainable change
  32. 32. Gary Hancock Customer Management Consulting gh.crm@btopenworld.comlinkedin.com/in/garyhancock @oxfordgary 07918 104500

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