How better internal systems equal better customer experience

This wasn’t the only challenge though – they were also working off multiple, disjointed systems and had a siloed workforce. The whole organisation was so focused on maintaining the attraction at the core of the organisation that they weren’t able to step back and see the bigger picture.

With the perspective of an outsider to the organisation, armed with plenty of experience with challenges like this, we stepped in with several steps to help them meet their desired outcomes.

What they need to implement

Key Recommendations that put the customer first and benefit the business long-term include:

• Providing seamless visitor and customer experience across all digital touchpoints including online, mobile, on-site and point of sale.

• Investing in a customer relationship management (CRM) system to improve marketing data management and allow the organisation to segment its marketing and communications activity

• Revisit the configuration of the “booking system” and focus on what the customer wants to achieve

The executive agreed the quality of their processes, Customer touchpoints would make the difference between a great experience and disappointing experience.

Recommendations that focused on their internal systems and processes included:

• Supporting fundraising and business development relationship management

• Allowing for data collection and management of key stakeholder groups including volunteers, government and special interest groups

• Improving cross-organisational communication

• Providing sales and inventory data across all units

• Improving integrating systems with the finance system

We provided detailed specifications for a CRM and they went to market to procure it. The organisation’s Executive Team endorsed all the recommendations and they’re now commencing the journey of implementing the CRM and Booking System.

If you need a hand making sense of the noise in your organisation, Votar Partners has the experience and capability to help. Contact us on 03 9895 9600 or votar@votar.com.au.