Transcript
Board of Directors Presentation Divyansh Chaturvedi • Ryan Ponzurick • Kim Smith
Shamiron Thomas • Toccarra N. Thomas
Faculty Partner: Bill RiceClient Partner: Jim Decker
April 26, 2016
2This Semester 14 Engagements—72 Students...4,624 Student & Faculty Hours (Cumulative 125 Engagements--606 Students—50,624 Student & Faculty Hours)
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Team Medic
Toccarra N. Thomas, Project Manager
DivyanshChaturvedi
Kim Smith
RyanPonzurick
ShamironThomas
Bill RiceFaculty Adviser
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5Deliverable
Do the research and benchmarking to develop a predictable set of
recommendations as to how MEDIC can improve the donor experience.
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6Bring alive the whole story of discovery, benchmarking, critical thinking, and resulting recommendations as MEDIC takes back the project.
Purpose of the Meeting
Began with “What” and “Why?”
Researched MEDIC and Interviewed Stakeholders to Gain a Deeper Understanding of the Issue.
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8Stakeholder Interviewees
• Benjamin Prijatel• Brenda Sharp• Claudia Maples•Debbie Carper•Dee Dee Knotts • Erika Neely• Eva Quinley• Felicia Rhodes
•Greg Shaw• Jim Decker• Jimmy Owens•Martha Cox•Nancy Seay• Ryan Raasch
• Tom Watkins, M.D.
9Sample Stakeholder Interview Questions• What are the Top Two Factors that affect
donor experience?• Are the Quality Committee bi-monthly
reports helpful?• How do you estimate the turnout at blood
drives & How often are these estimates incorrect?
• How important do you feel is the donor satisfaction & Do you feel that your responsibility is to take care of the Donors?
10Sample Questions Stakeholder Interview Questions Contd.
• How much does a mobile drive cost? When does it “breakeven”?• When does a mobile
drive become “unmanageable”?• What is the average wait
time (+processing time) for donors and what do they generally do while waiting?
11Observations-Donor Experience At the Mobile Drive• Long Wait Times Turn
Off Potential Donors• Deferrals (after a long
wait) Turns Donors Off Forever
• Customer service is lacking
• Lack Of Entertainment While Waiting
• FDA Regulated Questions Are Potentially Uncomfortable
12Observations: Donor Experience at the Donation Center
• Décor Needs Update• Boxy TVs• Dated Reading
Materials• Long Lines turn away
potential donors• Preoccupied Staff• More Hands On
Supervision• Fast Process (approx.
30 min)
13Key Observations
14Strengths
• Reputation• Membership program• Satellite center donor
experience• FDA Compliance
Opportunities• Millennials• Grant/outside funding• Transfusion and Infusion
Cancer Centers• Large blood import/export
partnership
Threats• Competition • FDA Compliance and
Regulations• Negative WOM from poor
donor experiences
Weaknesses• Mobile donor experience• Employee turnover for
mobile drive workers• Mobile vehicles reliability
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Benchmarking What Are Other Organizations Doing?
How Does This Relate To Our Deliverable?
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Companies Benchmarked
18Donor Loyalty Program
• CAA Blood Challenge Large Blood Drive• Enhanced Donor Incentives•Outsourced • Point & Tier System• Initial Cost is the Largest
19Donor Loyalty Program and Challenges
• CAA Blood Challenge Large Blood Drive• Enhanced Donor Incentives•Outsourced • Point & Tier System• Initial Cost is the Largest
20“I Pledge. I Commit.” Campaign
21Donor ExperienceWIFI
Equipped Centers &
Mobile Vans
2600+ Blood Drive Coordinator
s
BYOD (Bring Your Own Device)
1000+ Volunteers ~28,000
hrs
Educating Donor
22Pre-Education is Key
• Beautiful and Educational Website-Begins the Donor Process Before Donate• Schedules Online• Real-time blood need
updated on site • Compelling Testimonials and
Pictures• Mobile Drive Locations
Updated Real-Time
23Engaged and Active Donors• Donor/Volunteer Rewards Program• 60% love the store• Most donate points back to
Blood Bank• Campaign to donate points for
holiday partner hospital patient gifts
• Online Reviews by donors • Customer Service High Ratings• High Ratings for Personal TV and
Wi-Fi Services
• Long Wait Times Are Concern• Wi-Fi • 3 months active• Most Donors Use
Personal Devices• Social Media • Free Marketing • Very Active
24Nationally Recognized Donor Spotlight Program
25Blood Bank of Delmarva
Community Blood Center of the Carolinas
Oklahoma Blood Institute
San Diego Blood Bank
Indiana Blood Center
Donor Incentives & Health Benefits Program
A B A A A
Donor Loyalty Programs
B B B B B
Educational & Compelling Marketing Materials
A A B B- B
Interactive Website B A C B- B
Special Events - A - B -
Technology A A A A AOVERALL B A- B- B B
Benchmark Report Card• Graded
competitors efforts to grow and retain donor base
• Grades give a better view of the benchmarks
• These competitors are doing well
26Common Benchmark Themes
1. Donor process clearly outlined on website 2. Testimonial pages3. Excellent Customer Service4. Expanded advertising and social media 5. Stronger emphasis on donor retention via loyalty programs 6. Greater volunteer participation7. Donor entertainment 8. Costs and Implementation of Donor Enhancements 9. Customized donor incentives
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Recommendations To Improve the Donor Experience
28Recommendations
Before Donation
(short term)
• Donor Education-Right Blood, Right Place, Right Time• Pre Scheduling Process & Electronic Queuing• Customer Service Training
During Donation
(midrange)
• Donor Education-Infographics • Event Activities • Immediate Registration and Line Flow Management • Wi-Fi at Mobile Drive
After Donation (long term)
• Thank you and Loyalty Program• Testimonial (My Why) • Website Revamp-Pre-educate donor • Create Donor Database/Testimonials
Costs and Benefits 29
7% Budget IncreasePotentially Yield
8% to 15% Growth In Donor Recruitment and
Retention
30Success Stories
• Community Blood Center of the Carolinas • 15% Growth in Donor Recruitment and
Retention• 1 Year
• Blood Bank of Delmarva • Indiana Blood Center• 50% increase in Donor Retention and yearly
donations via I Pledge, I Commit Donor Loyalty Program• Maximized Donations by Blood Type
31Before
Donation (short term)
• Donor Education-Right Blood, Right Place, Right Time
• Pre Scheduling Process & Electronic Queuing• Customer Service Training
During Donation
(midrange)
• Donor Education-Infographics • Event Activities • Immediate Registration and Line Flow
Management • Wi-Fi at Mobile Drive
After Donation
(long term)
• Thank you and Loyalty Program• Testimonial (My Why) • Website Revamp-Pre-educate donor
32Before Donation-Donor Education
• Edit Existing Marketing Materials to Focus on Donor Process• Pre-Education Is Key• Right Blood, Right Time,
Right Place• Infographic
• Guide Demand By Recruiting Potential Donors
Right Blood, Right Time, Right Place
Next Mobile Drive In Your Area is: DATE
Please Consider Donating
Please Donate and Save A Life
Do’s and Don’ts To Be A Successful Donor
Front
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Right Blood, Right Time, Right Place
The Following Appointments Are Available:
[Appointment Times, Date and Place]
Sign Up Here: www.appointment.com
For More Information Contact: NAME OF CONTACT
Before Donation-Mobile Drive Appointments
• Extend Appointment System to Include Mobile Drives• Apart of the Outreach System• Hourly Appointments for Blood
Drives• Guide Demand• Apart of the Pre-Donation
Outreach • Coach Staff on How to Guide
Appointments• Link With Social Media
Back
35Success Story Targeted Mailer Riviera Beach CRA• 300 Family
Neighborhood • Sent out Mailer for
Free House Painting• Highlighted Benefits
to Homeowner• 80% response rate• <$500 Postage, and
Staff time
36Before Donation-Customer Service Training
•Employees Who Interact With Donors•Quarterly Training • Focus on Customer Service Basics
37Before
Donation (short term)
• Donor Education-Right Blood, Right Place, Right Time
• Pre Scheduling Process & Electronic Queuing• Customer Service Training
During Donation
(midrange)
• Donor Education-Infographics • Event Activities • Immediate Registration and Line Flow
Management • Wi-Fi at Mobile Drive
After Donation
(long term)
• Thank you and Loyalty Program• Testimonial (My Why) • Website Revamp-Pre-educate donor
38During Donation: Scheduling, Line Management, and Entertainment
•Gives power back to the donor•Helps reduce the feeling of “waiting”• Reduce Waiting Area Lines• “Perception”- Lines turn
potential donors away
39During Donation: Scheduling, Line Management, and Entertainment
Tablet/Cellphone Reservation System
Games and Activities
40Success Story: Scheduling, Line Management and Entertainment
• Community Blood Center of the Carolinas-Increase Donor Retention and Recruitment-15% • Disney Decrease
Wait Times-13% • Stock and Barrel
Increased Patronage 33%
I See Three System
41During Donation-Immediate Customer Service Feedback
• Very Short Poll• Free• Connect to Reservation
System• Send Via Text or Email • Use Volunteers to Guide
Donors • Encourage Donors to
Complete Immediately • Create Coaching Tools
Using Feedback
42Before
Donation (short term)
• Donor Education-Right Blood, Right Place, Right Time
• Pre Scheduling Process & Electronic Queuing• Customer Service Training
During Donation
(midrange)
• Donor Education-Infographics • Event Activities • Immediate Registration and Line Flow
Management • Wi-Fi at Mobile Drive
After Donation
(long term)
• Thank you and Loyalty Program• Testimonial (My Why) • Website Revamp-Pre-educate donor
43After Donation
• Enhance Donor Aftercare Program With Loyalty Program • Expand Current Program • More Tangible and Meaningful
Benefits• Track Points, Number of
Donations, Health Stats• “Gamify” the Process with
Unlockable “Badges” At Certain Donation Levels• Option to Donate Points Back
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Gamification Success –Elearning Industry
•89% Report Point System Boosts Motivation •82% Prefer Tier Systems•62% Say Motivation Increases With Leaderboards•9% Increase Retention Rates
Points System Boost Motivation Prefer Tier System Leaderboard Increases Motiation0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
89%82%
62%
“Gamification” Preferences
People Polled
45Loyalty Program Success Stories
• Indiana Blood Bank Recognition Loyalty Program • Incentive Spend decreased
75% • I Pledge I Commit Program
Increased Donations 50%• Community Blood Center
of the Carolinas• Loyalty Program
Contributed to 8-15% Donor Growth
• San Diego Blood Bank• Generally Donate Points
Back• Enhanced Rewards
46After Donation
• Slightly Edit Website• Add Donor and
Recipient Testimonial Section to Website
• #MyWhy Social Media campaign
• Add Donor Education Page
• Donor Loyalty Program Dashboard
• Consistent with all marketing materials
After Donation
• Minor Website Edits• Add Donor And
Recipient Testimonial Section To Website
• #MyWhy Social Media Campaign
• Add Donor Education Page
• Donor Loyalty Program Dashboard
• All Marketing Materials Consistent
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Donor of the Month
Donor Education Portal
Donor Testimonials Portal#MyWhy
Dos and Don’ts to Be a Successful
Donor
Donation Process Next Steps
48Success Story-Indiana Blood Bank Social Media
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50Implementation Plan
Before Donation (short term)
1-3 Months Donor Pre-Education and Targeted Marketing Campaign
During Donation (midrange)
3-12 MonthsDonation EventsScheduling and Line Management
After Donation (long term)
12 Months-24 MonthsLoyalty Program and Website Revamp
Costs and Benefits
•Proposed Recommendations Total: $19,066• 5% Increase in Donor Recruitment Budget 2015
•Up to 15% Donor Growth and Recruitment•Potential $2,625,000-15% Increase in Revenue
51$2,625,000
Sales
Increase-15%
15% Projected Increase in Donor
Growth and Retention
7% Proposed Increase $19,066
2015 Donor Recruitment Budget-$387,700
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SummaryTakeaways and Questions
53Student Takeaways
• Regulation Affects Everything• Large Number of Blood Collection Agencies and Consortiums • Right Blood, Right Time, Right Place• A Lot Of Products Can Come Out Of One Unit Of Blood• Blood donation is a business, and suffers the same problems
as other business in different industries• Education Is The First Step To Enhancing The Donor Process;
Organizations That Can Effectively Educate The Donor As Well As Provide A Satisfying Process Are The Ones That Last
54Client Takeaways
Different Perspectives on the Process Are Helpful
55Thank you for your time.
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