Purple Vision Stakeholder Journey Framework
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Transcript of Purple Vision Stakeholder Journey Framework
The Stakeholder Journey Framework
A framework for integration around customers
Level 1: Strategic Target Audiences (Executive)
Level 2: Stakeholder Journeys (Directorate)
Level 3: Organisational Processes (Operational)
Reco
mm
endatio
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r chan
ge
Level 1:Audience targeting - customer centric
Primarybeneficiary
Media
Govt
Affiliates
TrusteesCorporates
Trusts
Colleagues
Competitors
Academic
LAs
Members
Wellwishers
Public Sector
Vol Orgs
Professionals
Marcus
Terrance
Deborah
Fiona
Heather
Christopher
Level 2:Stakeholder journeys – key concepts
• Based on stakeholder’s needs and expectations• Relationship deepens and enriches over time• Alternative journey routes• Progressive identifiable stages, or steps• Products and services appropriate to each stage• Multiple entry-points• Switching and multi-tracking• Measure long-term costs and stakeholder lifetime value• Match investment to expected return at each stage• As the journey progresses:
– Number of stakeholders diminishes– Investment per stakeholder rises– ROI increases
EnquirerConsumer
Information
attention
Level 2:Planning stakeholder journeys
I want …
I give …
I get …
Example: Fiona – Care service manager
WebsiteAdvice
identity
Publication
Engaged
Peer Support
participatation
Network
Committed
New skills
endorsement
Member
Supporter
To help
time
Writer
Major Supporter
Help more
more time
Trainer
Advocate
Tell others
passion
Champion
Level 2:Stakeholder Journey Tool – Example Childrens’ Services
• Organisation structure– Product & account management (matrix)– Inter-departmental accountabilities– Customer contact protocols
• Cross-organisational awareness– General or specific product knowledge– Internal communications– Joint communications planning
• Business Information– Integration– Co-ordination– Discipline
Level 2:Stakeholder Journey Tool - Issues
Level 3:Business Process Development - Example
NewsletterNewsletter
Two school databases
Two school databases
Professionals (conferences, training) databases
Professionals (conferences, training) databases
‘How to Help’ registrations
‘How to Help’ registrations
Chatter Box Challenge
Chatter Box ChallengeCommunit
y events
Community events
Just GivingJust Giving
Make Chatter Matter campaign
Make Chatter Matter campaign
Campaign data
Campaign data
Repeat events mail
Repeat events mail
Thank You
Thank You
Talking Point website
Talking Point website
WebsiteWebsite
DatabaseDatabase
Traders/ top-up donors. (On/ off line)
Traders/ top-up donors. (On/ off line)
Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate
Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate
Voluntary data
Voluntary data
GAYE/ SOs/ DD
GAYE/ SOs/ DD
SO Direct recruitment
SO Direct recruitment
Auto CAF response
Auto CAF response
Adopt a WordAdopt a Word
Rhyming Stars, 50k
Rhyming Stars, 50k
First time, ad hoc donors
First time, ad hoc donors
Thank YouThank You
Xmas Appeal
Xmas Appeal Annual Report/
summary
Annual Report/ summaryAmbassad
or (invited)
Ambassador (invited) Gift Aid
request
Gift Aid request
Major Donor programme (events, reports)
Major Donor programme (events, reports)
Communicators Club * 3 levels
Communicators Club * 3 levels
Communication Trust (separate)
Communication Trust (separate)
Thank You & certificate
Thank You & certificate
Repeat Giver
Repeat Giver
On-line registration
On-line registration
Purchase/ votePurchase/ vote
1k accredited nurseries
1k accredited nurseries
Voluntary hand-outs
Voluntary hand-outs
Two school databases
Two school databases
Professionals (conferences, training) databases
Professionals (conferences, training) databases
‘How to Help’ registrations
‘How to Help’ registrations
Chatter Box Challenge
Chatter Box ChallengeCommunit
y events
Community events
Just GivingJust Giving
Make Chatter Matter campaign
Make Chatter Matter campaign
Campaign data
Campaign data
Repeat events mail
Repeat events mail
Thank You
Thank You
Talking Point website
Talking Point website
WebsiteWebsite
NewsletterNewsletter
DatabaseDatabase
Traders/ top-up donors. (On/ off line)
Traders/ top-up donors. (On/ off line)
Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate
Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate
Voluntary data
Voluntary data
GAYE/ SOs/ DD
GAYE/ SOs/ DD
SO Direct recruitment
SO Direct recruitment
Auto CAF response
Auto CAF response
Adopt a WordAdopt a Word
Rhyming Stars, 50k
Rhyming Stars, 50k
First time, ad hoc donors
First time, ad hoc donors
Thank YouThank You
Xmas Appeal
Xmas Appeal Annual Report/
summary
Annual Report/ summaryAmbassad
or (invited)
Ambassador (invited) Gift Aid
request
Gift Aid request
Major Donor programme (events, reports)
Major Donor programme (events, reports)
Communicators Club * 3 levels
Communicators Club * 3 levels
Communication Trust (separate)
Communication Trust (separate)
Thank You & certificate
Thank You & certificate
Repeat Giver
Repeat Giver
On-line registration
On-line registration
Purchase/ votePurchase/ vote
1k accredited nurseries
1k accredited nurseries
Voluntary hand-outs
Voluntary hand-outs
Level 3:Business Process Development - Example
A framework for integration around customers
Level 1: Strategic Target Audiences (Executive)
Level 2: Stakeholder Journeys (Directorate)
Level 3: Organisational Processes (Operational)
Reco
mm
endatio
ns fo
r chan
ge