It's been said so often now, many companies are trying to do it: Giving their customers great experiences.
But not so fast.
They need to be sure they're just getting things right in the first place. Or those "experiences" are going to ring pretty hollow.
Read about this at Fast Company in Basic Training. They quote a "customer-experience" expert on the Lands' End experience:
"You've got to do reliability first: 24-hour delivery and answering the phone on the second ring 99.9% of the time. Then you've earned the right to do more." Get the package there on time, and you can add a holiday poem to the box--which is what Lands' End did. Then, because kids often have as much fun with the box as they do with their gift, the company included instructions for turning the cartons into cows, sheep, or horses.
The more forward-looking nonprofits are starting to think about the donor experience. And that's smart. But are they getting the basics right? Are receipts going out within 24 hours? Are humans easy to reach? Are there mistakes in donors' records? Do they treat donors with courtesy and respect?
Don't let those things slip.
Technorati Tags: fundraising, customer experience
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