my website makes me go “aaaaarrrgg!” now what?
TRANSCRIPT
© COPYRIGHT ALL RIGHTS RESERVED 2016 ABILA
My Website Makes Me Go “AAAAARRRGG!” Now What?
JUSTIN BURNISKE - FUSIONSPAN
MARCH 31ST, 2016
Introduction
! Your website is your digital storefront, and when it’s broken, it’s like getting vandalized. This session will review approaches for evaluating the current state of your website, identify the root causes of your problem, and explain your options.
Session Overview
! Redefining your “website”! Understand user issues! Improving the user experience! Taking proactive steps to monitor
Key Terms
! CMS – Content Management System! Customers – Anyone use your website, not just members! Customer Database – Your AMS (Association
Management System), CRM (Customer Relationship Management) or other list of your customers
! HTML – Common online programing language
Assumption
!For your website to make you go AAAAARRRGG, it must make your customers go AAAARRRGGG! Addressing your website issues requires improving your customer experience.
Redefining your website
IT’S SO MUCH MORE THAN YOUR CMS…
What is your website?
Staff Perspective! Content Management System (CMS)
! The Website
! Example – WordPress, Drupal, Joomla
! www.abcd.org
Customer Perspective! Everywhere they interact with your
brand online! CMS
! Customer Portal
! Event Registration
! LMS
! Social Media sites…and more!
Website Diagram: Customer View
Member Portal
Event Registration
System withinexisting system
Website Diagram: Customer View
Member Portal
Event Registration
Systems with API(automated) connection
Website Diagram: Customer View
Member Portal
Event Registration
Systems with manual(import) connection
Website Diagram: Customer View
Member Portal
Event Registration
Systems linked together without any data connection
Website Diagram: Your turn!
! Possible Systems! CMS
! AMS/CRM
! Member Portal
! Event Registration
! LMS
! eMarketing
! Fundraising
! Any other…
! API Connection
! Import/Export Connection
! Linked but no data sharing
Understanding user issues
YOU KNOW YOUR USERS, BUT DO YOU REALLY KNOWYOUR USERS?
DCA Airport Noise Complaints
2014
2015
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
All Other Complaints Top Complainer
What can we take from DCA?
! Track customer issues! Find way to “tag” issues! Track long term
Where to track
! Most customer databases offer some tracking! Plenty of customer support systems
! Free tool – Freshdesk (3 staff users)! Process is JUST as important
Improving the user experience
OUTSIDE-IN FOCUS
Out of the box
! Just because something works out of the box doesn’t mean you shouldn’t change it
Change the focus
Inside-Out Focus! Staff centric! Focus on sales! Less member input
Outside-In Focus! Customer centric! Focus on customer needs! Member involvement
Great whitepaper by Elizabeth Engel and Anna Caravelion Outside-In engagement - http://bit.ly/1GPNUM6
Outside-In – direct links
Vs.
Outside-In – Change the language
!Register for our upcoming conference
!Learn about X at our upcoming conference
Outside-In – Ask your members
! Remember that member you started tracking all the times they called in with issues?
! LEVERAGE THAT MEMBER! They wouldn’t call if they didn’t care!
One final note – HTML is everywhere
! What You See Is What You Get –WYSIWYG
! NOT limited by editor button, just click text/source/code button
! Add in all kinds of styles
Taking proactive steps to monitor
THE BEST CUSTOMER SUPPORT IS THE ONE YOU NEVER HAVE TO USE
Improve your site
! Ensure site is working! Check for bad links! Make sure people can find you! Free tool –
Google Search Console
Analyze your site
! Best used for answering questions like:! What content gets the most activity?! What content are customers not finding?! How can we make content easier to
find?! Free tool – Google Analytics
Monitor your site
! Make sure your site is up
! Don’t expect your hosting company to inform you
! You should know before your customers
! Lots of free options – search website monitoring
Customer Issue
! On the back of the worksheet, answer the first three questions on your own.
! Once complete, form groups of three.
! Take turns sharing your issues. Once done, listen as the other two people come up with as many possible solutions – NO MATTER HOW CRAZY!
! Repeat the process with each person. Once done, then have an open conversation.
Summary
! Redefine your website! Track customer issues! Outside-in focus! Monitor
Additional Learning Opportunities
! For information about additional learning opportunities visit google.com – No, seriously. Type anything and you’ll get an answer. Something like, “How do I clean data in Excel?”
! Other resources:! http://www.w3schools.com/html/! Outside-in White Paper - http://bit.ly/1GPNUM6! Non-profit Tech Podcast
Contact Us
! Presenter Contact Information: ! Justin Burniske! [email protected]! 202-330-0648! Twitter - @jburniske
! Thank you for your participation!