Compassion UK Implements Cloud Solution to Improve Sponsor Interactions and Cut Costs, Saving US$377,000 Annually While Increasing Income by 30%
 
 

Compassion UK Implements Cloud Solution to Improve Sponsor Interactions and Cut Costs, Saving US$377,000 Annually While Increasing Income by 30%

Compassion UK is an international Christian child development and child advocacy ministry that collects and distributes donations from sponsors to help children in poverty. The charity allows donors to receive direct communication from the children they are sponsoring, enabling sponsors and children to develop vital emotional bonds. The organization seeks to control costs to ensure that it can maximize the aid it provides to children. An important part of this goal is to make interactions with sponsors as efficient, informative, and relevant as possible.

Compassion UK used an in-house database to manage communications with supporters. Although this system was adequate for tracking accounts, it did not enable more sophisticated communications. Staff members needed to consult numerous disparate information sources to attempt to understand a supporter’s complete history and relationship with the charity, and they often lacked comprehensive insight into past interactions.

To attract new supporters and improve communications with existing ones, Compassion UK selected Oracle RightNow CX Cloud Service solutions to provide staff with comprehensive insight into past interactions. The solution enables Compassion UK’s service staff to quickly understand history and preferences when talking to supporters. The organization’s marketing department also relies on the platform to share intelligence and align its business efforts across different departments in the charity, resulting in targeted, personalized communications with supporters. In the first year alone, the charity saved approximately US$377,000 with the new solution.

 
 

 
 

Challenges

A word from Compassion UK

  • “Oracle RightNow CX Cloud Service provides us with new ways to communicate with supporters. Despite the recession, the solution has enabled us to grow our supporter base by 13% and our income by 30% in the last year alone.” – Richard Atterton, Chief Operating Officer, Compassion UK

  • Deliver relevant and personalized communications to sponsors and the public to increase charitable donations
  • Eliminate unnecessary technology and technology support to cut and control costs to ensure a greater proportion of funds raised are spent directly on helping children
  • Display multi-channel interactions in a single view to help customer service staff offer more timely responses and improve relationships, while making interactions with sponsors as efficient, informative, and relevant as possible
  • Provide call center staff with tools to find the answers and information that callers require
  • Enable supporters to first answer their own questions using intelligent, dynamic help pages, and provide agents with a knowledge base to troubleshoot issues upon customer request

Solutions

  • Used Oracle RightNow CX Cloud Service solutions to achieve richer sponsor interactions and tighter costs controls, resulting in a 13% increase in supporter numbers and, despite the recession, and a 30% growth in income
  • Improved sponsor retention, saving the charity approximately US$181,734 each year
  • Used Oracle RightNow CX Cloud Service to set up new territories more efficiently using cloud-based segmented access through a front end dedicated to the new territory, reducing costs associated with setting up each new territory from approximately US$128,168 to US$16,021
  • Provided Compassion UK’s 12-member call center team with agent scripting and desktop workflow tools to enable efficient access to the Oracle RightNow knowledge base and to assist in answering questions from callers
  • Implemented Oracle RightNow Chat Cloud Service to offer supporters automatic pop-up windows that provide live chat guidance
  • Implemented Oracle RightNow Social Monitor Cloud Service to track social networking sites for Compassion UK mentions to better improve communications with donors, sponsors and volunteers
  • Realized call center efficiencies that saved the charity from employing two additional support staff, equating to approximately US$64,000 in workforce savings annually
  • Enabled staff to renew their focus on growing supporters rather than answering queries, which is expected to produce a 2%—or US$560,070—increase in charitable supporter acquisitions

Implementation Process

Compassion UK implemented its Oracle RightNow CX Cloud Service environment in multiple phases. The charity first deployed Oracle RightNow CX Cloud Service self-service tools to enable supporters to answer their own questions using intelligent, dynamic help pages, while preparing agents with the knowledge foundation to troubleshoot issues when customers requested assistance.

Today, Compassion UK has fully implemented Oracle RightNow CX Cloud Service to serve as its single unified system for logging and monitoring all sponsor interactions through its contact center, including traditional mail, e-mail, and phone calls. Compassion UK’s Oracle RightNow CX Cloud Service environment includes Oracle RightNow Chat Cloud Service which provides automatic pop-up windows offering chat guidance to site visitors. The charity’s environment also includes Oracle RightNow Social Monitor Cloud Service, which the charity uses to track social networking sites for Compassion UK mentions.