You probably don’t know how bad it is
- Sun, July 03 2011
- Filed under: Fundraising essentials
For the next few days, I’m going to blog about customer service. Why? Because poor “customer service” by our organizations is the #1 reason donors stop supporting us. We’re not fast enough with receipts, compelling enough with thank-yous or clear enough about results. We don’t make our donors feel they are our partners in changing people’s lives.
I’m going to make one important point each day.
Today’s it’s this: You probably don’t even know how bad it is.
John Goodman, author of Strategic Customer Service, says that customer service has been so bad for so long that people have a “trained hopelessness.” His company, TARP Worldwide, has observed a decline in reported complaint rates, even regarding the most serious problems that customers encounter. This is “trained hopelessness,” a state in which a customer feels his/her complaint will do no good. So they don’t bother complaining to the organization. But they are not silent elsewhere. Customers who perceive a problem with company policies and practices, but do not complain, are usually 20-30% less loyal and spread only ambivalent or negative word of mouth.
“What you don’t hear could be causing the most damage,” says Goodman.
So what do you do? Here are some pointers to get you in better touch with how your donors are feeling.
1. Call your donors and see how they perceive you.
2. If your donors are unhappy with a policy or situation at your organization but you can’t change it, explain the rationale. Even if they don’t like the reality, they’ll be more sympathetic. If you can change it, eliminate what bothers donors.
3. Train your staff to ask for feedback and to recognize subtle complaints.
For more, check out John’s book here.
Comments
Hi Katya,
Thank you for blogging about this. Customer service is horrible in many non-profits. I remember calling a well-known national animal welfare organization about one year ago as there were some members of our local Toastmasters group who wanted to help raise funds to help this organization end an unspeakable “sport” that takes place in Pakistan that involves bears.
Well, I called and sadly I was not surprised when a young woman answered the phone and replied to my question “How much money do you need to help rescue the bears?”, with her reply, “We are all set.” I said “Really?” (I was thinking that she is lucky I was not a foundation officer calling looking to give her organization a grant). She said “Yes, we have this handled.” She never said thank you for your offer, etc. Then I asked, “Aren’t there still bears trapped in this practice that need to be rescued?” She said “There are only (I don’t want to say the exact number she said as it may give away the group, but the number is under 100) ___ left.” I told her “Even just one bear is one bear too many-are you certain you don’t need any funds?” She said again, “We are all set”. She never said thank you.
A friend of mine called the group again later that week and spoke to someone else who was better informed and he was able to share their e-mail alert, raise funds, etc.
It really proves the point that staff need to be trained, thoughtful, grateful and if they don’t know the answer, find someone who does. And whoever answers that phone better be one of the best trained as they form the customers/donor’s all important first impression. I’m glad you are writing about customer service Katya. I agree with you, in most businesses, non-profit or for profit, it stinks.
Thank you,
Kirt