don't just ask what your supporters can do for you

Don’t just ask what your supporters can

do for you�

Gary HancockCustomer Management Consulting

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

What if?

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

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

How much does it cost you to

acquire a new supporter?

Currently active supporters 100,000

Average value £ p.a. £60

Tenure (years) 6

LTV £360

100,000

+5%

+1

£441

100,000

+10%

+1

£462

Source:

Why Satisfied Customers Defect

Jones & Sasser, 1995

Why it matters

Charities?

Proven

In the first study to address donor satisfaction Sargeant

(2001) identified a positive correlation with loyalty, donors

indicating that they were ‘very satisfied’ with the quality

of service provided being twice as likely to offer a second

or subsequent gift than those who identified themselves

as merely satisfied.

Perceptions of the quality of service

offered to donors are the

single biggest driver of loyalty in the

fundraising context.

Source:

Donor Retention: What Do We

Know and What Can We Do

About It?

Sargeant, 2008

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?

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

employeesFirst contact resolution

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”

Get the basics right

“How lovely to receive your letter today�

The most cost-effective way for you to support our work is with a regular gift by direct debit, as it gives UNICEF the financial foundation to plan our projects effectively�

Remember also that, under the Gift Aid scheme�

You can set up a monthly gift online� or over the telephone by calling�”

Make me feel welcome

• Thanks for support

• Confirms direct debit

• Reminds about Gift Aid

• Tells me how they will keep

in touch

• Encourages me to tell others

• Makes it feel personal

Make me feel part of something

“Your gift will

change the

future”

“You’re now part of a movement”

‘Welcome’ doesn’t have to mean ‘pack’

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

effortIncrease

proactivity

Delivering proactive customer care: five steps

Insight VisionSituation

analysisStrategy Delivery

Step 1

Ask your customers:

• What’s important to you?

• How satisfied are you?

• 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

Critical insight

• ‘How satisfied are our

supporters?’ is the most

critical measure of your

performance

• Start now, and establish a

baseline

– Continuous research

– A periodic exercise

– Through your contact with

supporters

– Post-experience survey

• Measure satisfaction and

importance

Low

Low

High

High

Satisfaction

Imp

ort

an

ce

Monitor De-prioritise

Invest Sustain

Matrix adapted from Donor Retention: What Do We Know and

What Can We Do About It? Sargeant, 2008

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

analysisStrategy

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

analysisStrategy Delivery

Towards proactive customer care

Proactive customer care: two simple examples

Moments of

truth

Fast track win

back

Proactive supporter care: Moments of Truth

Every interaction with a supporter is an opportunity to create value or

potential value. They happen in your supporter service team every day

65% of all Moments of Truth activities resulted in a positive outcome, of

which 67% had a direct financial impact

We developed a

programme with one

client, to explore the

potential of Moments

of Truth:

Description Desired outcome

Supporter complains

Supporter confirms

continued support

Supporter calls to cancel

Supporter won back

during call

Anyone makes a product

enquiry

Supporter makes

commitment during call

Supporter calls for any

reason

Check/obtain Gift Aid

declaration

Supporter calls for any

reason

Check/obtain core

supporter data

Proactive supporter care: Fast track win back

• When a supporter cancels their regular gift, do you attempt to save them?

• We helped one client to establish a fast track reactivation programme within their supporter service team

• A dedicated team member contacted all lapsed supporters within three weeks of cancellation, to ask them to continue their support

Over 40% of all supporters contacted by telephone agreed to restart

their regular gift

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.com

linkedin.com/in/garyhancock

@oxfordgary

07918 104500