turn your world upside down: your constituents at the center of your universe
DESCRIPTION
Presented at BBCON 2012 - Blackbaud Conference 2012 - October 1, 2012 - Washington DCTRANSCRIPT
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Turn Your World Upside Down: Your Constituents at the Center of Your Universe
Banafsheh Ghassemi @BanafshehGh
VP, eCRM & Customer Experience
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Mission Prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers
and the generosity of donors
Seven Fundamental Principles Humanity Impartiality Universality
Unity Voluntary Service Independence Neutrality
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70,000 Disasters Per Year, Or 225 Families Every Day!
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Almost Half of Blood Supply of US, 10M Units Per Year
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500K Cases of Emergency Communications & Support Per Year to Active Military Personnel,
Veterans & Their Families
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Life Saving Skills to 10 Million People A Year
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Who Are Our Customers (Constituents)?
Clients (Impacted By Disasters) Financial Donors: Individual & Institutional Blood Donors: Individuals & Sponsors Hospitals/Clinics Active & Inactive Members Of the Armed Forces
& Their Families Course Takers Preparedness Instructors Volunteers
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Why Does Red Cross Care About Constituent Experience?
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Number of Charities Has Grown by More Than 60% in the Last Decade!
—New York Times
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The Era of Mad Men is Over!
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Most Influential Channels for Donations: Friends / Relatives
0%
10%
20%
30%
40%
50%
60%
70%
0% 5% 10% 15% 20% 25% 30%Percent Reached
Pct
of
Thos
e R
each
ed W
ho W
ere
Infl
uenc
ed
News story
Letter
Fundraising event
Meeting
Print ad
Online information Telethon
TV ad
Info from friends/relatives
Phone Call
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The Influencers Have Big Megaphones AND the Multiplier Effect on Their Side
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We Care About How People Experience Their Relationship
With Us &
What They Say About It (Voice Of the Constituent)
Minimum Objective: Engagement With Us Is Not An Inconvenience
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Two Years Ago At ARC Financial Donors Life Cycle Not Well Defined “Moments Of Truth” (Experience Priorities) Not
Known Voice of The Donor Only Captured Within The Context
Of Brand Sentiment Siloed Donor-Impacting Initiatives Donor Life Cycle Interactions Post Marketing
Campaign And Post First Donation Not Aligned Or Defined Acquisition NOT Retention Mindset Constituent Support/Care An Afterthought
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Where To Start?
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Customer Relationship Management Strategy
Customer Experience Management Strategy
Who § Lead by line of business leaders (CSO, CMO, CCO) with tactical focus on operational efficiencies & priorities (inward looking).
§ Lead by CEO with strategic focus on brand value proposition (outward looking).
What § Captures what you know about a customer with an interest on the value of the customer to the enterprise
§ Establishes the vision for how you want your brand to be experienced (CEM vision)
§ Captures what a customer thinks about you and the value you bring to them.
When § Generally focused on acquisition cycle (sales, revenue, profits)
§ More holistic lifecycle focus that includes both acquisition & retention (sales, revenue, profits AND churn, Net Promoter Score)
Step 1: Change The Lingo Customer Experience Or a Brand Experience Strategy
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Aware/ Learn
Donate
Confirm/ Appreciate
Seek Help
Renew
Step 2: Define Donor Lifecycle & Identify “Moments Of Truth”
Learning how donation was used
(Stewardship) Ease of donation
Acknowledgement and appreciation of
donation Request information regarding specific
issue
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Step 3: Capture The Voice Of Your Constituent (VOC)
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You Know What The Kids Say?
Social Media =
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The Jam Is Great Because… Real-Time Feedback And Engagement
Leading Indicator Of Issues
Competitive Intelligence
Ideation
Outreach To New Segments
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Social Media Is The Jam, But Not A Full Breakfast!
Surveys
Contact Center CRM
Social Media
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Richer Text And Context
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Beware Of Channel Bias
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Be Segment Appropriate
Teen/Young Adult
On-The-Go Lifestyle
Extreme Sports
Blood Donors 35-54 Married College+ Financial
Donors 45-64 Married College+
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Where Your Constituents Talk To You. Continuously assess customer sentiment, needs & wants
and refine organizational capabilities and enablers to satisfy the ever changing landscape
A Well Balanced VOC Framework
Ongoing Customer Feedback Methods Customer Feedback *Welcome Calls *Transac5onal Surveys *Customer Panels *Rela5onship Surveys *Call/Inquiries Into Frontline Orgs *Social Media Employee Feedback *Employee Panels * Rep Quality Monitoring *Front‐line Surveys * Employee Engagement Surveys
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CEM Vision
Wants, Needs, and Expecta5ons
Capabili5es
Enablers
Ini5a5ves
Business Strategy
Voice of the Customer
People, Process, Policy & System
Stakeholder Interviews Inside‐Out Workshops Focus Groups Primary Research Best Prac?ces
Voice of the Customer
Step 4: Develop & Implement The Strategy
Define CE Vision and Strategy Statement Develop guidelines for operational direction
Prioritize Top Donor Wants / Needs Show prioritized list of initiatives against goals
Align with Enterprise and Brand Strategies Determine key loyalty and touch-point metrics
• Business Requirements for CRM PlaEorm CRM
• Moves Management Framework
Moves Management
• Donor Communica?ons • Cross / Up‐sell Other Ini?a?ves
Ini5a5ves
CRM/CEM Strategy & Roadmap
