Enhancing Customer Experience

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Creating Loyalty Through Experience Bridget L. Brandt, Sr. Marketing Manager http://customerexperience101.blogspot.c om A favorite You Tube video:

Transcript of Enhancing Customer Experience

Page 1: Enhancing Customer Experience

Creating Loyalty Through Experience

Bridget L. Brandt, Sr. Marketing Managerhttp://customerexperience101.blogspot.com

A favorite You Tube video: http://www.youtube.com/watch?v=WFB8jirtyRw

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Identify your current donor experience Evaluate your current donor experience Enhance your current donor experience

◦ Strategy & Planning◦ Real World Tips and Techniques

(Yes, it is that simple.)

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Treat customers like we would like to be treated

Program consists of many elements:1. Series of e-mails and direct mails designed to help

new customers be successful.2. Annual thank-you programs3. “Love Bombs”4. Making decisions that replicate how we would want

to be treated.

Results:4X the revenue for customers in the program.

Our Program

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IdentifyEvaluateEnhance Real World Examples

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http://www.youtube.com/watch?v=fKdto_6YHLU

Do you really know what it is like to work with your organization? You should.

IdentifyEvaluateEnhance Real World

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1. Get more information◦ Act like a donor/customer◦ Get someone else to act like a donor◦ Listen to your staff and volunteers◦ Survey-See appendix for tips◦ Research-Understand your current donors

2. Examine all of your touch points3. Be honest when you evaluate yourself and don’t

punish people for that honesty.4. Accept the truth

IdentifyEvaluateEnhance Real World Examples

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IdentifyEvaluate EnhanceReal World Examples

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Establish a plan after you understand the value of the base.◦ What are you trying to solve for? Recurring

gifts, new donors, loyalty, etc…? Consider a pilot – to provide proof of concept. Review and Revise – Donors change, economy

changes, patterns change….review and revise your strategy.

IdentifyEvaluate EnhanceReal World Examples

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IdentifyEvaluateEnhance Real World

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Make an Impression! Starbucks, Nordstrom, Airlines all make an

impression… Social Media: What are you doing with it? What are

your donors doing with it?• http://www.youtube.com/watch?v=5YGc4zOqozo• http://www.youtube.com/watch?v=4-94JhLEiN0• http://www.youtube.com/watch?v=Ogf92-T4Vjc

Mailings– Are your mailings making an impression? • http://www.youtube.com/watch?

v=xzvTBscbrAE&feature=PlayList&p=C4CA7BA55E9ABE19&index=14

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Website –Does your website share your mission and bring in donations? Is it Viral? Can it be Shared?*◦ Tips:

Only 43% of websites include a description of the nonprofit organization’s goals and objectives

Share how the donors contribution will be spent, only 4 percent of nonprofit Web sites in the study stated on their home pages how they used donations.

Make it easy to donate online- in 17 percent of the sites in the study people were unable to find where they could make a donation.

Make it easy to donate online—one click.

•Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/•*Data provided by Internet research firm Nielsen Norman Group

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Employees 92% of loyal employees will go above and beyond the

call of duty**

**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf

Top Five Drivers of Loyalty

IdentifyEvaluateEnhance Real World

Enhancing Experience in the Real World

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Volunteers– They are you.

Make sure they understand they represent you & what that means. Provide talking points, not scripts Provide them with the tools they need to

share our story Be available, open, and honest

IdentifyEvaluateEnhance Real World

Enhancing Experience in the Real World

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Things to remember:• Do what you say you are going to do!

“There’s a disconnect between what organizations

say and what they do …• Enhancing experience is “easy” think about what

makes working with your organization effortless and then make it happen.

*The Customer Experience IQ (CEIQ) study, conducted jointly by Vovici and CGA

IdentifyEvaluateEnhance Real World

Enhancing Experience in the Real World

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What is your organization doing to enhance experience?

What has your organization done that has created a bad experience?

IdentifyEvaluateEnhance Real World

Enhancing Experience in the Real World

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Don’t over survey your customersMake a plan—how many people in your organization are surveying? Centralize the process.Write a short questionnaire Use simple words Relax your grammar Assure a common understanding –Don’t use terms specific to your organizationDon't write leading question- You want honesty, to truly identifyDon't make the list of choices too long Avoid difficult concepts Avoid difficult recall questions Put your questions in a logical order Pre-test your survey Cover memo or introduction- tell them why you are surveyingUse some open ended questions-You want to provide an opportunity to tell you more, good and bad.

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Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/*Data provided by Internet research firm Nielsen Norman Group**Walker Information Group

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SAGE 

 Bridget L. Brandt

Senior Customer Marketing Manager, Nonprofit SolutionsSage Business Solutions

12301 Research Blvd. Building IV, Suite 350 Austin, TX 78759

512-454-1844 x. 6355 [email protected]