Uplifting CX for Not-For-Profit

Australian Red CrossJen Shailer

Head of Customer Experience

Defining your Customer

copy Australian Red Cross 2019 3

Financial Supporter ldquoI have made a donationrdquo

VolunteerldquoI have given my time as a volunteerrdquo

FundraiserldquoI have raised money on behalf of Red Crossrdquo

MemberldquoI have signed up as a part of Red Crossrdquo

ShopperldquoI have bought from (or donated to) a RC shoprdquo

StudentldquoI have done a training courserdquo

ClientsldquoI have been supported by Red Crossrdquo

Defining Customers amp Contexts

Relationships amp activities engaged

Demographic ProfileTheir age their background their capacity to give (eg

income) their geography

PsychographicDrivers and motivations their past experiences their

level of understanding and awareness their expectations and context

Who what they representAn individual a family a community a group a

company

Where they are in their journeyTheir tenure their status (active lapsed ndash exited)

mix of activities their level of experience- new onboarding

Who they are

Our lsquocustomersrsquo are the people who engage with us

Those who lsquogiversquo

Those who lsquogetrsquo

Our scope in CX

Case Study Regular Giving Experience

The problem

Our fundraising team had observed a decline in our Regular Giving program especially in Face to Face fundraising increasing cost higher attrition as our highest value individual fundraising product this represented a high risk to Red Cross

Customer Experience Objective

Understand the current state experience of regular giving experience and identify opportunities for improvement

Understanding the Customer Experience

Walk in their shoes

Voice of Customer

MonitoringResearch

Track their behaviours

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Defining your Customer

copy Australian Red Cross 2019 3

Financial Supporter ldquoI have made a donationrdquo

VolunteerldquoI have given my time as a volunteerrdquo

FundraiserldquoI have raised money on behalf of Red Crossrdquo

MemberldquoI have signed up as a part of Red Crossrdquo

ShopperldquoI have bought from (or donated to) a RC shoprdquo

StudentldquoI have done a training courserdquo

ClientsldquoI have been supported by Red Crossrdquo

Defining Customers amp Contexts

Relationships amp activities engaged

Demographic ProfileTheir age their background their capacity to give (eg

income) their geography

PsychographicDrivers and motivations their past experiences their

level of understanding and awareness their expectations and context

Who what they representAn individual a family a community a group a

company

Where they are in their journeyTheir tenure their status (active lapsed ndash exited)

mix of activities their level of experience- new onboarding

Who they are

Our lsquocustomersrsquo are the people who engage with us

Those who lsquogiversquo

Those who lsquogetrsquo

Our scope in CX

Case Study Regular Giving Experience

The problem

Our fundraising team had observed a decline in our Regular Giving program especially in Face to Face fundraising increasing cost higher attrition as our highest value individual fundraising product this represented a high risk to Red Cross

Customer Experience Objective

Understand the current state experience of regular giving experience and identify opportunities for improvement

Understanding the Customer Experience

Walk in their shoes

Voice of Customer

MonitoringResearch

Track their behaviours

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 3

Financial Supporter ldquoI have made a donationrdquo

VolunteerldquoI have given my time as a volunteerrdquo

FundraiserldquoI have raised money on behalf of Red Crossrdquo

MemberldquoI have signed up as a part of Red Crossrdquo

ShopperldquoI have bought from (or donated to) a RC shoprdquo

StudentldquoI have done a training courserdquo

ClientsldquoI have been supported by Red Crossrdquo

Defining Customers amp Contexts

Relationships amp activities engaged

Demographic ProfileTheir age their background their capacity to give (eg

income) their geography

PsychographicDrivers and motivations their past experiences their

level of understanding and awareness their expectations and context

Who what they representAn individual a family a community a group a

company

Where they are in their journeyTheir tenure their status (active lapsed ndash exited)

mix of activities their level of experience- new onboarding

Who they are

Our lsquocustomersrsquo are the people who engage with us

Those who lsquogiversquo

Those who lsquogetrsquo

Our scope in CX

Case Study Regular Giving Experience

The problem

Our fundraising team had observed a decline in our Regular Giving program especially in Face to Face fundraising increasing cost higher attrition as our highest value individual fundraising product this represented a high risk to Red Cross

Customer Experience Objective

Understand the current state experience of regular giving experience and identify opportunities for improvement

Understanding the Customer Experience

Walk in their shoes

Voice of Customer

MonitoringResearch

Track their behaviours

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Case Study Regular Giving Experience

The problem

Our fundraising team had observed a decline in our Regular Giving program especially in Face to Face fundraising increasing cost higher attrition as our highest value individual fundraising product this represented a high risk to Red Cross

Customer Experience Objective

Understand the current state experience of regular giving experience and identify opportunities for improvement

Understanding the Customer Experience

Walk in their shoes

Voice of Customer

MonitoringResearch

Track their behaviours

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Understanding the Customer Experience

Walk in their shoes

Voice of Customer

MonitoringResearch

Track their behaviours

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 6SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

The approach

15 interviews ndashlsquopeople who signed up in the past 12 monthsrsquo- 1 hour each

Scope bull Motivations for

supporting Red Crossbull Understanding of our

workbull Signup experiencebull Other charitable

givingbull Pain points

opportunities bull Recall of comms and

contact

For each person we met we developed a case study story ndashcapturing a little about them their values and needs key opportunities and highlights lowlights of their Red Cross experience

Through the research we uncovered some incredibly impactful stories of lifelong relationships with Red Cross ndash these stories have been instrumental in building empathy for the customer

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 7SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We also ran a series of workshops with stakeholders

Explored bull What they see

and hear on the lsquofrontlinersquo

bull Whatrsquos working and not working for them

bull How could we support them better

bull What are some of the ideas they had

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 SENSITIVE FOR INTERNAL USE ONLY copy AUSTRALIAN RED CROSS 2018

We shadowed a number of F2F fundraising sites across Sydney and Melbourne

EXPECTATION hellip amp mystery shopped others

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019

CX Blueprinting

9

What the customer

sees gtgt

The activities of RC and other

stakeholders to support the front stage

activities gtgt

Mapped the customer touchpoints and processes

A new customer can receive up to 7 planned contacts through 4 different channels within their first week ndashalmost all of these are transactional

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019

Gathered and reviewed Survey Feedback and cross-referenced this with internal data

10

Sign-up satisfaction

score

86 10

hellipvery friendly not too pushy and explained

everything very clearly

Qualitatively the drivers of satisfaction arebull The person fundraiser they interacted withbull The process of signing upbull The information provided throughout the

process

hellipattitude was amazing I walked away feeling fully

informed and actually really good about myself even though its his job I felt like Id actually

made a friend

hellip was disrespectful of my time hellip and I felt very

pressured to sign up even though I didnrsquot want to amp was misleading about not

taking payment

hellip would not take no for an answer I feel

that I was conned and coerced into signing up

I dont like

getting ambush

ed on the

street

Question added Feb 2018 (Extent agree with lsquoable to afford commitment) low sample n = 130)

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 11

Put it all up on walls around the office

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 12

Who our supporters arebull Their profilebull Motivations drivers and

triggers for supportbull Relationships and past

experiences

Their RG Journeybull Awareness amp Considerationbull Acquisition and Onboardingbull Lifecycle Retentionbull Exit (why they leave)

The RC experiencebull Product offerbull Communications amp Contact

(including channels tools tactics and messages)

bull Causes amp Campaigns including the acquisition pitch

bull People including the fundraiser point of view

The ecosystembull Other charities

competition and industry experience

bull Blood service

Clustered into themes

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 13

We then packaged up the insights from each of the themes into lsquoopportunity areasrsquo

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 14

Design PrinciplesTo design with our customers in mind we should make each element of the experience

Easy Simple

To understand To give to To remember Options To deploy scale deliver

On their terms

Their choice Right place right time Right commitment Right ask

Genuine engagements Stories Transparent offer Aligned to the brand promise

Stories Engaging tools Interactions Builds connections

Channels Voice Communications Content

Flexible

To different needs types For different causes offers Suitable to the environment Usable for our representatives

Authentic

Memorable

Consistent

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

copy Australian Red Cross 2019 15

Customer Needs

Make me feel like I am making a

differenceHelp me see the impact and feel good

about my choice

Build a connection and keep me

engaged

Cut through the noise and the lsquoformulaicrsquo

approach

Give me other ways to get involved

Our RG Supporters need five core things from their relationship with Red Cross

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Case Study Newly acquired Regular Giver

How might we give people who have chosen to support Red Cross with a regular gift the information communications and experiences they want so that they feel connected engaged and valued as a

supporter staying longer and doing more

Thank you for having me speak at AuSEAMX19 You can download our Problem Solvers Toolkit here httpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Ideation and development sprints

Iteration and Pivot and back to Ideation

Solution ndash Customer Journey-

Solution ndash multiple channel approach amp personalisationHi Nicky its Sophie from

Australian Red Cross Hope youre having a good day We know life gets

busy so I thought Irsquod quickly say hi and give you this number Herersquos a

bit more from me httpsbitly2GxlcJI

More importantly - I want to thank you so much for

your support We are deeply appreciative of the difference you are making

Just making sure youve got everything you need

Have a great day Sophand Red Cross team

Iteration and Pivot and back to Ideation

Solution ndash Customer Journey-

Solution ndash multiple channel approach amp personalisationHi Nicky its Sophie from

Australian Red Cross Hope youre having a good day We know life gets

busy so I thought Irsquod quickly say hi and give you this number Herersquos a

bit more from me httpsbitly2GxlcJI

More importantly - I want to thank you so much for

your support We are deeply appreciative of the difference you are making

Just making sure youve got everything you need

Have a great day Sophand Red Cross team

Solution ndash Customer Journey-

Solution ndash multiple channel approach amp personalisationHi Nicky its Sophie from

Australian Red Cross Hope youre having a good day We know life gets

busy so I thought Irsquod quickly say hi and give you this number Herersquos a

bit more from me httpsbitly2GxlcJI

More importantly - I want to thank you so much for

your support We are deeply appreciative of the difference you are making

Just making sure youve got everything you need

Have a great day Sophand Red Cross team

Solution ndash multiple channel approach amp personalisationHi Nicky its Sophie from

Australian Red Cross Hope youre having a good day We know life gets

busy so I thought Irsquod quickly say hi and give you this number Herersquos a

bit more from me httpsbitly2GxlcJI

More importantly - I want to thank you so much for

your support We are deeply appreciative of the difference you are making

Just making sure youve got everything you need

Have a great day Sophand Red Cross team

Now we measure monitor and continually iterate

22

Tips amp Tricks ndash our lessons learned

Start smallsimple Do one thing really well rather than trying to take on too much and

delivering nothing Go and talk to 5 (or 10) customers and then reflect on what you have heard and what it means before moving on to whatrsquos next

Use what you have Customer service calls complaints mystery shopping data past

research ndash you can probably identify many quick wins A great customer experience starts with getting the basics right

Know your problem Define a really clear business problem opportunity then explore it

from as many angles as possible ndash flip it to the perspective of the customer need as you go

Look for the lsquoaha momentsrsquo Look for unlikely partnerships in your observations and

bring together seemingly unrelated points of data Challenge your thinking and discuss your insights with others

23

Tips amp Tricks ndash our lessons learned

Plan amp Prepare Invest the time upfront to think about what you want to learn Write down

your questions plan your research with the end in mindhellip But donrsquot let this narrow your thinking allow yourself to be taken to new places by what your customers needs and priorities are

Test amp learn Constantly iterate Build on your insights as you go and test hypotheses be ok

with letting go of things that didnrsquot work keep going back to your customers and your insights

Borrow brilliantly Therersquos nothing wrong with taking a great idea and developing into your

own there are heaps of tools case studies resources available online ndash and lots of people out there passionate about customers ndash find them and borrow brilliantly from them

Follow the thread Donrsquot leave an insight hanging ndash if you see a problem find a pain point

make it your responsibility to solve it create a culture of action and customer focus in every activity

Thank you

jshailerredcrossorgau wwwlinkedincominjennifer-shailer

Thank you for having me speak at AuSAE MX19 Lots of the tools we use can be downloaded from Problem Solvers Toolkit herehttpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

22

Tips amp Tricks ndash our lessons learned

Start smallsimple Do one thing really well rather than trying to take on too much and

delivering nothing Go and talk to 5 (or 10) customers and then reflect on what you have heard and what it means before moving on to whatrsquos next

Use what you have Customer service calls complaints mystery shopping data past

research ndash you can probably identify many quick wins A great customer experience starts with getting the basics right

Know your problem Define a really clear business problem opportunity then explore it

from as many angles as possible ndash flip it to the perspective of the customer need as you go

Look for the lsquoaha momentsrsquo Look for unlikely partnerships in your observations and

bring together seemingly unrelated points of data Challenge your thinking and discuss your insights with others

23

Tips amp Tricks ndash our lessons learned

Plan amp Prepare Invest the time upfront to think about what you want to learn Write down

your questions plan your research with the end in mindhellip But donrsquot let this narrow your thinking allow yourself to be taken to new places by what your customers needs and priorities are

Test amp learn Constantly iterate Build on your insights as you go and test hypotheses be ok

with letting go of things that didnrsquot work keep going back to your customers and your insights

Borrow brilliantly Therersquos nothing wrong with taking a great idea and developing into your

own there are heaps of tools case studies resources available online ndash and lots of people out there passionate about customers ndash find them and borrow brilliantly from them

Follow the thread Donrsquot leave an insight hanging ndash if you see a problem find a pain point

make it your responsibility to solve it create a culture of action and customer focus in every activity

Thank you

jshailerredcrossorgau wwwlinkedincominjennifer-shailer

Thank you for having me speak at AuSAE MX19 Lots of the tools we use can be downloaded from Problem Solvers Toolkit herehttpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

23

Tips amp Tricks ndash our lessons learned

Plan amp Prepare Invest the time upfront to think about what you want to learn Write down

your questions plan your research with the end in mindhellip But donrsquot let this narrow your thinking allow yourself to be taken to new places by what your customers needs and priorities are

Test amp learn Constantly iterate Build on your insights as you go and test hypotheses be ok

with letting go of things that didnrsquot work keep going back to your customers and your insights

Borrow brilliantly Therersquos nothing wrong with taking a great idea and developing into your

own there are heaps of tools case studies resources available online ndash and lots of people out there passionate about customers ndash find them and borrow brilliantly from them

Follow the thread Donrsquot leave an insight hanging ndash if you see a problem find a pain point

make it your responsibility to solve it create a culture of action and customer focus in every activity

Thank you

jshailerredcrossorgau wwwlinkedincominjennifer-shailer

Thank you for having me speak at AuSAE MX19 Lots of the tools we use can be downloaded from Problem Solvers Toolkit herehttpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit

Thank you

jshailerredcrossorgau wwwlinkedincominjennifer-shailer

Thank you for having me speak at AuSAE MX19 Lots of the tools we use can be downloaded from Problem Solvers Toolkit herehttpswwwredcrossorgaunews-and-mediapublicationsthe-problem-solvers-toolkit