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
linkedin.com/in/garyhancock
@oxfordgary
07918 104500