Using customer experience insight to transform charity comms Event - Thursday 21 March 2019 David Somerville Fresh Egg

1. David Somerville
Fresh Egg
Thursday 21 March 2019
Using customer experience
insight to transform
charity comms
#CXCharityComms

2. ● Behavioural Sciences graduate, with
a 22 year career in marketing
● Strategy director for Fresh Egg and customer
experience projects lead
● Digital content specialism - run several content
teams and created strategies
for global brands
● And 65th in the World Belly Boarding
Championships
A bit about me...

3. A few people we have helped...

4. What is customer
experience?

5. Customer experience is:
“The customer’s perceptions
and related feelings
caused by the one-off
and cumulative effect of
interactions with a supplier’s
employees, systems,
channels or products”
Gartner

6. Understanding and mapping
out the experiences people
have with your organisation
(or competitors) at every
single touchpoint is critical.

7. Doing this allows you to
know what you need to do
to ensure their experience
is a good one and leaves a
positive lasting impression.

8. Why CX is great
for content strategy
development

9. Too much content
is produced without
considering what
users actually want.

10. And people
are feeling
overwhelmed

11. A fresh approach...
! Informed by what needs the audience has (not
just what the business needs are)
! Allows you to focus on specific areas, rather than
everything at once
! Means content auditing can be simpler
! And resulting activity is more likely to see
success quickly – you are producing content that
you know your users need

12. The 10-stage
customer journey

13. From ‘unaware’ to ‘loyalty’ (and back again)

14. Aware
Stage

15. Starting the journey

16. Consideration
Stage

17. Same journey, different needs

18. My content journey with Surfers Against Sewage

19. The importance
of audience insight

20. Consider your key audiences

21. Need more insight?
Segment these further
if required, to ensure you
capture the needs of these
sub-groups.

22. Our method:
Customer Experience
Discovery

23. A simple but effective process

24. Moments of Truth
The point at which things
go well or badly for
people.

25. Example Moments of Truth
“I searched for
information but
couldn’t find what
I needed”
“I wanted to
check my donation
would be spent in
the right way”
“I wanted to
donate but couldn’t
with PayPal so
gave up”
“I tweeted but
nobody replied (and
that was weeks
ago)”
RESEARCH USETRANSACTIONCONSIDERATION

26. Supercharging your
content with data

27. Use search,
social and other
data to enhance
your strategy.

28. Quantitative data
Website data
(Google
Analytics)
Search data
(Google,
Search
Console)
Social media
platform
insights
Email

29. Qualitative data
Social media
listening
Telephone
and email
enquiries
Events
Face-to-face
contact

30. Useful tools for search and social data analysis

31. Identify
‘Moments of
Truth’
Brainstorm
content
solutions
Prioritise and
categorise
‘Now, Next,
Later’
Create your
measurement
plan - KPIs and
metrics
Next steps

32. Customer experience
Insights and content
strategy in action

33. Digital health service launch
Case study

34. What we did...
● Mapped audience research into journey
maps to understand Moments of Truth
● Overlayed search and social listening data around
anxiety, sleep issues, depression
and stress
● Created a content strategy for a new
digital health service, plus carried out paid
advertising and other marketing support
Audience and data
research into mental
wellbeing of Londoners

35. The results so far...
● 180,000 unique service users
● 5,000+ online self-assessments completed
● Clinically recognised improvements in
anxiety, depression, stress and sleep
issues
Audience and data
research into mental
wellbeing of Londoners

36. We are multi-award winning
Drum Search Awards
Best public sector
campaign
DMA Awards
Best use of search
(Silver)
Wirehive 100 Awards
Best use of data,
analytics and insight
BIMA Awards
Data and performance
(Conscience category)

37. Key takeaways

38. CX + Content Strategy = A winning combination

39. Thank you.
@FreshEgg