Managing Partner Phillip Lockwood-Holmes explores the impact good Customer Experience (CX) can have.

 

When I’m 99, I plan to be as driven as Capt Tom Moore. Last Thursday, live on TV, Moore completed the 100th length of his garden, nearly two weeks ahead of his 100th birthday and in the process raised over £28m for the NHS.

Great work Capt.

For every positive news story, however, it seems we must have a negative news cycle. This time it was triggered by MP Neil Coyle who tweeted: “This is amazing. Now we need to make sure @JustGiving do not take a profit off the money intended for the #NHS and those affected by this international emergency. Public donations should reach the intended beneficiary.”

And so, we quickly changed from celebrating the Capt to demonising the JustGiving fundraising website, that is if it wasn’t for Daniel Fluskey from the Institute of Fundraising who mounted a quick defence:

JustGiving has revolutionised fundraising, bringing a new level of sophistication and reliability… If it is clunky and doesn’t work well, people won’t give.

Couldn’t have put it better myself and it isn’t just fundraising platforms. The way websites feel directly impacts business performance. Research from PwC found that “65% of customers find a positive experience with a brand to be more influential than great advertising” and Forrester found that between 2010 and 2015 businesses that prioritised Customer Experience (often shortened to CX and a fancy way of saying not ‘clunky’) delivered 5.5 times more revenue growth than those who didn’t. 

Over the last three months, we’ve been researching the key Customer Experience factors that drive website performance. This has led us to develop a new 10-factor benchmarking tool called PulseCX. To give you a flavour of the tool, here is our benchmark for JustGiving:

The site is brilliantly fast and responsive, credible, trustworthy, helpful and supportive. With a score of 65/100, however, there is still room for improvement. Some obvious areas include the site search and the lack of filtering and browsing options which reduce the discoverability of fundraising campaigns. And if you setup an account, the login area is very basic and doesn’t include any recommendations for current fundraising campaigns that match ones you’ve supported in the past.

Join me and our UX and design teams over the next few weeks, as we explore all 10 factors of PulseCX including references to other best-in-class websites in a series of blog posts. Or do contact me on phillip@whitespacers.com to explore how the PulseCX Benchmark could help your business.