Our Head of Customer Engagement, Matt Garisch, describes his recent experience of giving blood.
Sat planning my next tattoo, I suddenly found myself focussing on a rather different type of needle, and considering giving something back instead – by donating blood.
It’s not every day that an organisation makes me stop and re-evaluate my life choices. In this instance, it was the NHS’s Give Blood appeal.
Somewhere, somebody customer obsessed, thought about how to get people to donate, and keep them coming back for more, by using a clever mix of channels, technology, and a focus on customer experience to evoke an internal conversation in the recipient – in this case me!
Everything from the booking process online, the Give Blood app, the experience in the donation centre, and the follow-up (which was the thought-provoking icing on the cake for me), altogether created an awe-inspiring customer experience. They did their job so well, that it made my behaviour, dare I say it, predictable!
Here’s the journey they took me on:
- I decided I wanted to donate – so downloaded the app via a link in a tweet by the Give Blood appeal.
- I was offered a convenient appointment – signing up with no fuss.
- The experience on the day was great – the waiting room wasn’t full of awkward Londoner strangers, catching each other's eye and quickly looking away. On the contrary, there was a feeling of camaraderie amongst us.
- I left feeling happy – I’d done a great thing and was proud of myself.
- I received a thank you message – an unexpected text message thanking me for donating, stating that my blood type would be updated on the app, along with my next potential date to donate.
And, I assumed that would be it...
However, about two weeks later, I got a further text from the service. My blood had been given to a named London hospital that day – wow!
Now, it may not be much, but that last message stopped me in my tracks. It had instantly made the whole process real for some reason. Donating is not something I did a few weeks ago, but now that I knew that it was actually being put to some use, and I knew whereabouts, this immediately created a flurry of internal dialogue around my choices of whether to donate again in future.
How is this relevant to B2B?
Often when we talk about customer journeys, it’s usually a straight line on a diagram which leads to some positive benefit for your organisation. The flaw (as it is with most things in this world) is the human element. You cannot predict, or encourage, the reaction you get from someone. Or can you?
Customer journeys do not begin with web pages, events (virtual or physical), emails, or social channels. They start in the mind, beginning with a conversation as a person works through a problem.
Have you thought about the conversation you want your customer to have when they are not engaging with your brand? Customer analytics platforms like Thunderhead and Kitewheel can show you the path, and (much like ABM theory and frameworks) they are useless, unless you look at how you fundamentally influence the decision-making process. Through using multiple channels that manage the ongoing conversation, you can minimise the chance variable in the decision tree.
And how can you break through the noise to positively influence their decision? Well, 97% of decision-makers say they have a preferred vendor before they go into a pitch process, according to a new study entitled Group. Mind. Set. How Group Dynamics Impact Business Decisions – conducted by B2B Marketing.
The point of the journey
Customer journeys are not a straight line. Spanning multiple channels, they start way before you have intentionally turned your marketing sights on them.
So, if my experience is anything to go by, and the journey I’ve been on influenced the chance variable in my internal dialogue, the stage has already been set, and I have made 92% of my decision already.
Only time will tell what the most likely conclusion will be. Let's connect and I'll let you know the outcome.