bridge conference, enhancing customer experience

Creating Loyalty Through Experience#thebridgeconfwww.customerexperience101.blogspot.comTwitter: bridgetlbrandt

Bridget L. Brandt

http://www.customerexperience101.blogspot.com/

Twitter: #thebridgeconf

About me

https://about.me/bridgetlbrandt


Sage, 30 years of experience

Over 32,000 Unique Not-For-Profit Customers in North America

6.1 Million Customers Worldwide

3rd largest ERP solution provider to businesses worldwide

The Sage Group, plc. (London: SGE.L)

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Agenda

• 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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IdentifyEvaluateEnhance Real World Examples

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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 programs

3. “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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So…what is your experience like today?

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

You should.

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How to Identify & Evaluate Your Experience

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 points

3. Be honest when you evaluate yourself and don’t punish people for that honesty.

4. Accept the truth


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How to Enhance Your Donor Experience

1. Establish a plan after you understand the value of the base.• What are you trying to solve for? Recurring gifts, new donors,

loyalty, etc…?

2. Consider a pilot – to provide proof of concept.

3. Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy.

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Enhancing Experience in the Real World

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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

Attitudes1.Development

opportunity

2.Employee focus

3.Job quality

4.Brand

5.Reputation

Experiences1.Fairness at work

2.Care and concern

3.Trust in employees

4.Feelings of accomplishment

5.Satisfaction day-to-day

Top Five Drivers of Loyalty


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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


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Mailings: Are your mailings making an impression?• Be Interesting• Think about “What’s in it for me?”• Engage, do something that creates the need for participation

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=LHGuofPUnLo

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http://www.youtube.com/watch?v=5YGc4zOqozo

http://www.youtube.com/watch?v=4-94JhLEiN0

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

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


Facebook Reveal Page Facebook Donation Widget



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Others doing this well:http://www.facebook.com/Tortuga.Day.Spa.and.Salon

http://www.facebook.com/Tortuga.Day.Spa.and.Salon

http://www.facebook.com/Tortuga.Day.Spa.and.Salon

http://facebook.com/bumblebeelinens


Enhancing Experience in the Real WorldIdentifyEvaluateEnhance Real World Examples

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Tips:• Be interesting• Use pictures• Use Hootsuite

Want more info and stats: http://favoritethingsforacause.wordpress.com/2011/06/04/very-few-charities-are-taking-advantage-of-social-media-fundraisers/

http://favoritethingsforacause.wordpress.com/2011/06/04/very-few-charities-are-taking-advantage-of-social-media-fundraisers/






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 • Only 4% of nonprofit Web sites state on their home pages

how they use donations. • In 17% of the sites 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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http://www.nngroup.com/reports/donations/

http://www.nngroup.com/reports/donations/


charitywater.org Does it deliver?

1. Impact 2. Success3. Details on org4. Accountability

http://www.charitywater.org/



Best Practices—Progress Bar, Interesting Donation Page


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


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http://blog.vovici.com/blog/bid/19709/Customer-Experience-Management-Best-Practices


Thank-you!

Bridget L. Brandt Director of Marketing, Nonprofit Solutions

Sage Business Solutions12301 Research Blvd. Building IV, Suite 350

Austin, TX 78759 512-861-3039

[email protected]

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mailto:[email protected]


Added Value: Survey Tips• Don’t over survey your customers• Make 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

organization• Don't write leading question- You want honesty, to truly identify• Don'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 surveying• Use some open ended questions-You want to provide an opportunity

to tell you more, good and bad.

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bridge conference, enhancing customer experience

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