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Fix the supporter experience and win back competitive advantage

2 November 2014

Senior business leaders are finally seeing the link between competitive advantage and great customer experience; they’re also beginning to understand digital is the way to achieve both. With so many digital tools and channels to choose from, knowing how to prioritise your approach to customer experience is only half the battle.

Ahead of our session at CRM for charity communicators we’ll share a sample of our CARE model of customer experience (CX), which asks four fundamental questions about your organisation’s Culture, Analysis of data and how Rational and Emotional your interactions with your supporters are.

By answering these four fundamental questions you can begin to assess how well equipped your organisation is to survive, change and meet your supporters’ evolving needs. You’ll also know if the experience you are providing makes your organisation: Endangered, Exposed, a Challenger or a CX Champion.


Do your organisation’s values match the needs of your modern day supporters?

Too many organisations see digital as a way of cutting staff out of interactions rather than a way of freeing them to help customers elsewhere: in person, on the website or social media.

Ultimately what’s needed is a new service design strategy, backed at CEO level, which uses digital to deliver both your mission statement and what supporters want.


Is your organisation gathering and reacting to the right data?

Organisations need to be prepared to fix problems, not just capture them in surveys and file them away. When changes in supporter behaviour are spotted, you need to make sure your offers and services are primed and ready to adapt.

Most organisations need a new data strategy in today’s connected world. The strategy needs to be paired with staff who are empowered at customer level to tailor offers and resolve issues as they arise.


How does your core offer stack up to the competition?

Service and product interactions should meet core needs and be hassle-free, regardless of what department or channel the supporters are engaging with – but this is rarely the case.

People expect to deal with one organisation, not multiple isolated sites and sub brands. For this to work the business needs joined up backend IT systems, a unified web presence, and most importantly, sub-brands to be non-competing and collaborative.


Is your organisation elevating and delighting your supporters?

Digital done right means your supporters feel valued and remembered. But many organisations find it hard to strike the right balance between entertaining users and using digital to actually deliver organisational value.

By breaking down a project into smaller cycles you can regularly review outputs, and employ user testing in real environments to incrementally improve interactions, while keeping in line with organisational goals.

Download the full CX: Survival of the Fittest report.

Lindsay Herbert

global head of digital, Precedent

Lindsay Herbert has been leading digitally transformative work for major businesses and organisations around the world for over 10 years. She is the Global Head of Digital for Precedent, and  acts as the agency’s global thought leader on digital innovation, speaking regularly at conferences and industry events worldwide. Passionate about the charity sector, Lindsay has had a personal hand in using digital to transform the likes of British Heart Foundation.