Survival of the fittest – how to gain competitive advantage in the new digital world. Engagement conference, 22 October 2015

HOW THE BHF IS USING CX & DIGITAL TO
WIN THE FIGHT AGAINST HEART DISEASE.
BHF’S SURVIVAL
OF THE FITTEST
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL at PRECEDENT
@lindzeiy @precedentcomms #precsem

PRECEDENT.COM/CX
PRECEDENT.COM/CX

WHY DO
WE EXIST?

HIERARCHY OF
HUMAN NEEDS:

HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING

WHY DO
YOU EXIST?

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”

DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.

OUR SUPPORTERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N

OUR SUPPORTERS
ARE UNENGAGED.
”
T H E T R U T H

✱ They can’t donate easily.
So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they warn others.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H

OUR SUPPORTERS
ARE DISSATISFIED.
OUR CHARITY IS AT
RISK.
T H E T R U T H

HOW DID BHF
ADAPT TO ITS
SUPPORTERS’
NEEDS?

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.

HOW FIT ARE YOU
TO SURVIVE CHANGE?

RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED

HOW TO
CAREWITH DIGITAL

IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E

START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E

“ To provide our customers
with the most convenient
access to media entertainment.”
W H Y D O Y O U E X I S T ?

“ To win the fight against
heart disease.”

277% INCREASE IN
ONLINE DONATIONS

START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Invest in ways to solve CX issues.

ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys

IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E

IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.

EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms

IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E

74% INCREASE IN
EVENT SIGN-UPS

40% INCREASE IN
DONATIONS = £1M

25% INCREASE IN HEART
MATTERS SIGN-UPS

IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ It’s easy to transact at every possible touchpoint.

CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. Innovate the offering: Brand new digital services

IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E

HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E

“ To be the most magical
place on earth.”

HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.

CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
C A R E

BUT WHAT
DOES IT
ALL MEAN?

26 YEARS
+100 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

QUESTIONS &
THANK YOU.

Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

Engagement
conference
Conference
22 October 2015
London
#CCengagement
Sponsored by
WiFi: CCTV Canary Wharf SQ
Password: C6n6ry2014

Survival of the fittest – how to gain competitive advantage in the new digital world. Engagement conference, 22 October 2015

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Survival of the fittest – how to gain competitive advantage in the new digital world. Engagement conference, 22 October 2015