Don’t just ask what your supporters can do for you…

21 September 2012

Gary HancockCustomer Management Consulting

CUSTOMERVALUE

SUPPORTERVALUE

CUSTOMERVALUE

Truths

Our single-minded focus: protecting and increasing

customer value

What we do for the customer is at least as important in driving

value as what we do to the customer

Why it matters

• Completely satisfied customers six times more likely to repurchase than satisfied customers

• Completely satisfied customers over 40% more likely to be loyal

Why Satisfied Customers Defect 1995

Why it matters

Charities?

Drivers of satisfaction

The fundamentals of the product or service

Support services that make the product or service easier to use

Recovery processes for addressing bad experiences

Additional services: customisation, addressing customer preferences

You don’t have to delight me

Support services that make the product or service easier to use

Just make it easy for me

Reduce customer effort

Knowledgeable employees

First contact resolution

One example

• Top down commitment to great customer service

• Careful use of IVR, towards a more relevant conversation

• Listen to your customer: give them time to explain what they need

• Information readily available, to provide reassurance

• Gather information to drive the future relationship

• Confirm what will happen next

How easy do we make it for our customers?

• Less than half of charities can answer a simple enquiry consistently across mail, email and telephone

• One fifth (email) and two thirds (mail) take longer than 10 days to respond to an offer of financial support

• Regular giving is promoted in two thirds of responses to an offer of financial support

• Consistently over three years, we were successful in giving away money in only half of our attempts

• Fewer than one fifth of opportunities to save a lapsing regular donation were attempted

Source: Pell & Bales mystery shopping

You don’t have to delight me

Just make it easy for me

I can set that up for you today: would that be OK?

Just make it easy for me

“If you do decide to support us we would love to hear from you – you can call on 0800 269065 or donate on line on www.greenpeace.org.uk. I have also enclosed a form for you to return to us”

Find new ways to thank me

Find new ways to thank me

Simple, engaging, proactive

Each donation we receive makes such a huge difference to the care and support that we provide for the children, young people and families that visit us here. Your money goes towards anything from employing a Care Team member to provide one to one care for each guest, to helping to pay for our gas and electricity.

If you would like to come to Helen & Douglas House to see the difference your gift can make first hand please reply to this e-mail. We hold a number of Open Mornings throughout the year as well as an Open Day in September.

Thank you for your support.

With best wishes,

Dear Gary, Angela & Joseph,

Thank you for your kind in memoriam donation of £25.00 to Helen & Douglas House. As a charity we are almost entirely dependant on the generosity of people such as yourself and we are most grateful for your contribution.

Each donation we receive makes such a huge difference to the care and support that we provide for the children, young people and families that visit us here. Your money goes towards anything from employing a Care Team member to provide one to one care for each guest, to helping to pay for our gas and electricity.

If you would like to come to Helen & Douglas House to see the difference your gift can make first hand please reply to this e-mail. We hold a number of Open Mornings throughout the year as well as an Open Day in September.

Thank you for your support.

With best wishes,

Essentials

Reduce customer

effort Increase proactivity

5Delivering proactive customer care: five steps

Insight VisionSituation analysis

Strategy Delivery

Step 1

Ask your customers:

• What’s important to you?• What do you expect?• What would make it easier for

you to engage with us?

Insight

Find out:

• What are your most frequent customer transactions?

• What are your frequently asked questions?

Your customer service priorities

Step 2

Ask yourself and your team:

• Which organisations make it easy for me to do business with them?

• What do they do that is exceptional?

• What can we learn from them?

Insight

Determine:

• What customer experience you want to create

• What you want the customer to think, feel, do

• The impact on your business

The customer experience you want to create

Insight Vision

Step 3

Internally review:

InsightInsight VisionSituation analysis

Strategy

People

Process

Technology

Key questions

Leadership challenges

• Do you have a customer care strategy?• Who ‘owns’, is ultimately responsible for customer care

in your organisation?• How widely understood is the role of customer service

in increasing customer value?• Does everyone share your vision?

Strategy

Key questions

• Do front line customer service teams seek and exploit

opportunities to increase customer value?

• Do customer service staff have skills in proactive

customer engagement?

• Does your organisation structure make it easy to deliver

proactive customer service?

Strategy

People

Key questions

• Are your customer processes documented?• What is the customer process for your priority

transactions?• Have you established service levels for your priority

transactions?• How are performance standards monitored and

reported? What systems and management information are in place?

• How does your performance compare with your standards, and customer expectations?

Strategy

People

Process

Key questions

• Do you have a single customer view?• Can you handle priority transactions at all major

customer touchpoints?• How accessible is the knowledge that you need, to

handle priority transactions?• Are you able to engage with customers through their

preferred channel?

StrategyStrategy

People

Process

Technology

Step 3

InsightInsight VisionSituation analysis

How close you are to the customer experience you want to create

Internally review: Mystery shop:

• Your priority customer transactions• Focus on customer effort and

proactivity• Assess your performance against

your vision and standards

Step 4

Critical elements:

• Realism: achievable objectives• Prioritisation: focus on ease and proactivity• Prioritisation: focus on priority transactions• The commitment required to achieve sustainable change

InsightInsight VisionSituation analysis

Strategy

How you will deliver proactive customer care

Step 5

Increase your chances of success:

• Evangelical sponsor• Report to ET/SMT• Dedicated project management• Involve the front line

Insight

Demonstrate impact:

• Identify and implement quick wins to gain support

• Measure impact – as best you can

Insight VisionSituation analysis

Strategy Delivery

Towards proactive customer care

Proactive customer care

• Our single-minded focus: protecting and increasing customer value• What we do for the customer is at least as important in driving value

as what we do to the customer• Satisfaction alone is not enough: complete satisfaction must be our

aim• You don’t have to delight your customers, just make it easy for them• Your organisation needs a customer care vision and strategy• Invest in understanding what your customers expect• Be honest about your current situation and what you can achieve• Focus your plan on the transactions that matter most to you and

your customers• Measure your impact from Day 1, to build sustainable change

Gary HancockCustomer Management Consulting

gh.crm@btopenworld.comlinkedin.com/in/garyhancock

@oxfordgary

07918 104500