How Charities Can Learn From The Corporate World
These are slides from the Institute of Fundraising Supporter Journey Conference 2018.
Here are some notes made from the presentation:
- We make supporter journeys too complicated making them already out-of-date and boring
- Look at KPMG Nunwood – The connected Experience Imperative
- QVC voted top for customer experience in 2017 (think about why this is)
- They create a persona of their customer and talk to/reach out to that persona in a way that is appropriate. We can do the same with our donors
Setting expectations: (brand promises)
- What expectations do we give to people who might donate?
- Set expectations accurately
- Agree timings
- Respond more quickly than they anticipate
- Use plain English – no jargon
- Fulfil or exceed your promise
- Guide me through the process
First impressions are important, but the last impression we leave with the customer will leave the most lasting impression.
Small touches count in creating a lasting impression
- Use their name
- Summarise what has been achieve
- Warn them of anyting that might go wrong, and what to do if it does
- Reference any previous personal discussion
- A warm goodbye and invitation to return
- “it was my pleasure” v “you are welcome”
- Ask: “Have I done everything you need today”?
The Ritz-Carlton collect data of their clients:
- Previous difficulties
- Family interests
- Personal interests
- Preferred credit card
- Recency/frequency of use (of hotel)
- Lifetime usage/amount of purchase
Staff carry special notebooks to capture insight on each guest and input it into the database
- Break the script for what is expected
- What are our pain-points and how can we turn them into plus-points?
- Language – all about the benefits. (conversational style)
- A focus on quality – how will donating make them feel?
- Have emotional intelligence
- IMPROVE PROCESSES