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The importance of CX for Not-For-Profit's

Although many Not-for-Profit’s don’t see their stakeholders, donors or supporters as customers, there needs to be a shift in thinking if they’re going to survive. With funding becoming scarcer - and long-term donors going down - customer experience is going to be a very important factor for NFPs.

For customers, a good customer experience (or CX) is no longer a bonus but expected in today’s market. And as the saying goes, people will tell more people about a bad experience with a company than a good one. It is also becoming a key factor for creating brand advocates and sticky (loyal) members. With the NFP market already saturated, CX will be the key to brand differentiation in the market and required just to survive. 

What is CX? 

CX is all about understanding your customer. From a technology viewpoint, this means understanding how they expect to interact with you and drawing into the why. To truly understand this, data is key – allowing you to drill down into their behaviour and what is influencing their actions.
 
In today’s age, customers expect a good – and consistent – customer experience. A recent Salesforce study found that 75% of customers expect their experience to be consistent, whether that be online, over the phone or in person.
 
With this in mind, the technology you are adopting as a company plays a big part in this. Whether that is your website customers are visiting, the telephony system for the contact centre, or the administration systems staff are interacting with. All of these factors could negatively impact the customer experience if they’ve been implemented without first understanding the ‘how’ and ‘why’ a customer interacts with them.

Invest wisely in Customer Experience

Many companies make the mistake of jumping in and taking action before truly understanding what their customers want or feel when it comes to experience. This can lead to costly projects that in the end cause more problems than solutions.
 
We all make the mistake of getting caught up in the shiny packaging a solution could bring. But without asking the right questions, you could end up with a solution that doesn’t fit or improve your customer experience. Even worse, it could negatively impact it more.
 
Some questions to ask yourself are:

  • Why and how do your customers interact with you?
  • Do you have technology in place that assists your staff creating the best experience possible?
  • Does the solution need to integrate with other systems in place?
  • How will it sit within your current infrastructure?

By jumping in and not understanding where you are now, what you are trying to achieve, and how that could impact your business in the future, you may end up with another system that is more trouble (and money) than it’s worth.

We partner with hundreds of NFPs aroud the country, read more here.

Not sure where to start? Our Technology team can help you start asking these important questions. Organise a consultation today to start your CX journey.