Wenda Gumulya – The Three-Wheel Framework

Transcript

1. Know Your Customer Build Key Insights Take Key Ac;ons Wenda Gumulya - Be?er Boards Conference 2018 The Three-Wheel Framework of Customer-Centricity Being a Customer-Centric Non-Profit Organisation
2. Agenda 01 The Three-Wheel Framework: Overview 02 The 1st Wheel: Know Your Customer 03 The 2nd Wheel: Build Key Insights 04 The 3rd Wheel: Take Key Ac;ons 05 Q & A
3. 01 - The Three-Wheel Framework: Overview What is Customer- Centricity? •  PuOng customers front and centre •  Designing from the outside-in
4. Understanding the three wheels of customer-centricity Know Your Customer Build Key Insights Take Key Ac?ons 01 - The Three-Wheel Framework: Overview
5. 02 - The 1st Wheel: Know Your Customer Customer Segmentation Organise your current list of customers Pick segments that are mu tually exclusive Create segments that are valuabl e enough to the market Opt for demographic and psycho graphic segmenta;on Priori;se different segments
6. 02 - The 1st Wheel: Know Your Customer Persona Who am I (age, job, status, loca?on, etc.) Photo Illustra;on Why I choose the organisa?on’s product / service My personality and values My objec?ves My frustra?ons My rela?onship with tech
7. 02 - The 1st Wheel: Know Your Customer Customer Experience Map Entice Enter Engage Exit Extend
8. 02 - The 1st Wheel: Know Your Customer Phases: ENTICE ENTER ENGAGE EXIT EXTEND ACTIVITIES Heard about the organisation Heard about the NFP from a friend and then checked the social media pos;ng of the organisa;on. Interested to learn more and decided to contribute Became a follower in social media and at the same ;me asked the friend’s experience with the NFP. Obtained good feedback about the NFP and decided to contribute. Did the contribution Selected the dona;on program to contribute and sent the dona;on. Exited from the contribution experience Received thank you email and where applicable personalised portal access to check dona;on usage and the child’s educa;on progress. Received clues to continue the relationship Receive periodic updates about the supported program. Receive birthday gree;ng every year. TOUCHPOINTS • Word-of-mouth • Social media • Website • NFP staff • Social media • Bank transfer • Digital charity pla[orm • Thank you email • Portal access • Quarterly newsle?er • Birthday gree;ng • Event sharing via messenger app THOUGHTS & FEELINGS Impressed, Curious Inconvenient, Doub[ul Hopeful, Enthusias;c Overwhelmed, Frustrated Confident, Happy, Proud Upset, Uncertain, Frustrated Relieved, Happy, Proud Confused, Distracted Certain, Forward Looking Discouraged, Overwhelmed, Bored PAIN POINTS (coming from negative thoughts and feelings) The latest update about the NFP was not available in my favourite social media; Was this NFP worth my ;me checking. Too much informa;on; Website incompa;bility with my mobile device; No ;me to email my concerns to the NFP. Amount in the dona;on op;on did not suit my condi;on; Bank transfer fee – par;cularly int’l transfer was expensive; No ;me to open a PC and donate via the digital pla[orm. No ;me to open a PC to see the progress from the portal; But I wanted to know if I was making a difference. Too busy and no ;me to see update about the NFP; Most updates were generic, I had no appe;te to follow up. OPPORTUNITIE S Increase presence in major social media pla[orms; Emphasise the NFP’s unique posi;oning in the communica;on. Simplify the website naviga;on menu; Enable mobile browsing; Provide ask-me number for people to ask ques;ons about the NFP. Provide more flexibility on the dona;on op;on (amount); Provide PayPal transfer op;on; Create a mobile app for easier dona;on process. Make the portal mobile friendly; Periodically send a personal update about the sponsored child via email, including personal messages from the child to the donor. Segment the donor based on interests; Provide segment based update and NFP event invita;on via email and messenger app. Donor Experience Map for an Education NFP (Example)
9. 03 - The 2nd Wheel: Build Key Insights Value Proposition Canvas Gain Creators Pain Relievers Products & Services Customer Jobs Pains Gains FIT
10. 03 - The 2nd Wheel: Build Key Insights Learning Card Preparer: Date: Title: STEP 1: HYPOTHESIS We believed that: STEP 2: OBSERVATION We observed that: STEP 3: LEARNING AND INSIGHTS From that we learned that: STEP 4: DECISIONS AND ACTIONS Therefore, we will:
11. Phases: ENTICE ENTER ENGAGE EXIT EXTEND ACTION Heard about the NFP from a friend and then checked the social media pos;ng of the NFP. Became a follower in social media and at the same ;me asked the friend’s experience with the NFP. Obtained good feedback about the NFP and decided to contribute. Selected the dona;on program to contribute and sent the dona;on. Received thank you email and where applicable personalised portal access to check dona;on usage and the child’s educa;on progress. Receive periodic updates about the supported program / child via email. Receive birthday gree;ng every year. TOUCHPOINT S • Word-of-mouth • Social media pos;ng • Website • NFP staff • Messaging via social media • Bank transfer • Digital charity pla[orm • Thank you email • Portal access • Quarterly newsle?er • Birthday gree;ng • Event sharing via messenger PAIN POINTS (coming from negative thoughts and feelings) The latest update about the NFP was not available in my favourite social media; Was this NFP worth my ;me checking. Too much informa;on; Website incompa;bility with my mobile device; No ;me to email my concerns to the NFP. Amount in the dona;on op;on did not suit my condi;on; Bank transfer fee – par;cularly int’l transfer was expensive; No ;me to open a PC and donate via the digital pla[orm. No ;me to open a PC to see the progress from the portal; But I wanted to know if I was making a difference. Too busy and no ;me to see update about the NFP; Most updates were generic, I had no appe;te to follow up. OPPORTUNITIE S Increase presence in major social media pla[orms; Emphasise the NFP’s unique posi;oning in the communica;on. Simplify the website naviga;on menu; Enable mobile browsing; Provide ask-me number for people to ask ques;ons about the NFP. Provide more flexibility on the dona;on op;on (amount); Provide PayPal transfer op;on; Create a mobile app for easier dona;on process. Make the portal mobile friendly; Periodically send a personal update about the sponsored child via email, including personal messages from the child to the donor. Segment the donor based on interests; Provide segment based update and NFP event invita;on via email and messenger app. SUPPORT ELEMENTS Direct: Public Rela;ons, Marke;ng Team Indirect: IT Team, Student Success Team, the Sponsored Children Direct: Public Rela;ons, Donor Engagement Team, Marke;ng Team Indirect: IT Team, Student Success Team Direct: Donor Engagement Team Indirect: Student Success Team, IT Team, Finance Team Direct: Donor Engagement Team Indirect: Student Success Team, IT Team, Finance Team, the Sponsored Children Direct: Public Rela;ons, Marke;ng Team Indirect: IT Team, Student Success Team, the Sponsored Children Dependency Analysis (Cont: Donor Experience Map Example) 03 - The 2nd Wheel: Build Key Insights
12. 04 - The 3rd Wheel: Take Key Ac;ons Ac?on Test Card Tester: Date: Title: STEP 1: HYPOTHESIS We believe that: STEP 2: TEST To verify that, we will: STEP 3: METRIC And measure: STEP 4: CRITERIA We are right if:
13. 04 - The 3rd Wheel: Take Key Ac;ons The Progress Board Action Test Card Reference Hypothesis Test Result Follow Up Action / Implementation Timeline Person In Charge
14. Have a successful customer-centric journey!
15. 05 – Q & A