Dynamics 365 for Customer Service for Non-Profit Organizations

When deploying Dynamics 365 for Customer Service in a not-for-profit environment, it is useful to consider the differences between the non-profit and for-profit worlds, as it may influence the metrics used and the goals of your deployment.

In the for-profit world, the culture is typically bottom-line driven, and that is reflected in the metrics that are used for call centers, such as number of calls per hour and time spent on a call. In the non-profit world, the culture is typically mission-driven rather than profit driven, and decisions are frequently reached by consensus rather than corporate mandate.

In the Wall Street Journal, Ted Beck’s article “So you think you want to work for a non-profit” does a good job of summarizing some of the key differences between non-profit and corporate cultures, with non-profit organizations typically having:

  • Lower paid, passionate, mission-focused people
  • Difficulty of measuring success
  • Fewer Type-A personalities
  • Longer decision-making timeframe
  • Collaborative consensus between stakeholders

So how should this shape your planning and deployment of Dynamics 365 for Customer Service for call centers in a non-profit environment?

People: Supporting Their Work, and their Mission

Consider the fund-raising agents in a non-profit call center. If they are successful at what they do, these people likely could make more money working in the corporate world – but they are here because they believe in the mission. Dynamics 365 should be configured in a way that will support them in doing what they are good at, and not be a burden to them. It should give them the information about the caller, be performant, and allow them to easily capture the information needed during the call.

Fundraising and other non-profit call center activities are highly relational, so unlike some for-profit call centers, the goal is not to reduce the amount of time spent on a call. In some cases, we want to increase the length of the call, if that increases donor satisfaction.

That doesn’t mean that efficiency isn’t important. While we don’t want to rush potential donors from a call, we do want to make the process as efficient as possible, such as by reducing the amount of work that needs to be done between calls. By providing agents with everything that they need on a single screen, such as with Unified Service Desk (USD), their jobs will be easier and less frustrating, and they will have more time to spend on calls with donors.

Donor Satisfaction: Fostering Positive Donor Relationships

Making the agents’ lives easier and letting them focus on what they are good at will have a positive impact on donor satisfaction. Agents will feel increased job satisfaction because they are doing less “busy work” and more time speaking with donors. Donors will feel like agents are doing a great job listening to them, which will increase their satisfaction with the non-profit organization and its people, which translates to more donations.

Metrics: Keeping Reporting Aligned with Goals

To drive increased donor satisfaction, the metrics used in call center reporting should reinforce the behaviors that lead to good donor satisfaction. Instead of using metrics like number of calls to evaluate agents, consider using metrics like first call resolution and customer satisfaction. If agents are incentivized based on the number of calls that they make, rather than the quality of those interactions, they will be motivated to reduce the amount of time that they spend talking with potential donors. Your metrics and KPIs should reinforce the desired outcomes and support your agents in their mission.

Lessons the For-Profit World Can Learn from Non-Profits

As I mentioned earlier in this post, there are key differences in the motivation of employees and the way that decisions are made in the corporate and non-profit worlds; however, that doesn’t mean that we can’t learn from each other.

Corporate call center managers can take a lesson from the non-profit world that customer satisfaction the most important thing. Whether we are selling clients something or asking them for a donation, relationships drive business. If you are using metrics and KPIs that drive users to reduce the amount of time spent on a call or require them to do “busy work,” your customer satisfaction will suffer.

By giving your agents a great user experience, empowering them to resolve issues on the first call, and reinforcing with metrics and KPIs that drive quality interactions, your customer satisfaction will grow. For questions on how Dynamics 365 for Customer Service can empower your organization’s call center agents, please contact Hitachi Solutions today.