Beyond Mobile Payments, Enhancing the Customer Experience Through Mobile Wallet
Enhancing Customer Experience
-
Upload
bridget-brandt -
Category
Business
-
view
3.007 -
download
0
Transcript of 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
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.)
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
IdentifyEvaluateEnhance Real World Examples
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
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
IdentifyEvaluate EnhanceReal World Examples
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
IdentifyEvaluateEnhance Real World
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
IdentifyEvaluateEnhance Real World
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
IdentifyEvaluateEnhance Real World
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
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
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
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
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.
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
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]