{"id":1686,"date":"2019-06-11T08:39:31","date_gmt":"2019-06-11T15:39:31","guid":{"rendered":"http:\/\/blogs.oregonstate.edu\/extensionweb\/?p=1686"},"modified":"2019-06-11T22:12:04","modified_gmt":"2019-06-12T05:12:04","slug":"cx-is-key","status":"publish","type":"post","link":"https:\/\/dev.blogs.oregonstate.edu\/extensionweb\/2019\/06\/11\/cx-is-key\/","title":{"rendered":"\u201cCX\u201d (Client Experience) is Key!"},"content":{"rendered":"

Some characteristics of the people Extension serves across Oregon\u2014our consituents\u00a0<\/em>or\u00a0clients<\/em>\u2014are changing. Broadly speaking, digital literacy, for one, is a big driver of some of the changes we see in people’s behavior. Perhaps we see some web traffic head to Google search that we’d like to see arrive to the Extension web site.<\/p>\n

Naturally, our goal is to retain and enhance people’s awareness of the unique expertise and perspective brought to their questions and challenges by OSU Extension Service.<\/p>\n

The prevailing thinking on this topic, across many areas of a client’s day-to-day activities\u2014from banking to purchasing an item to seeking out a workshop from a local Extension office\u2014is the degree to which it helps to receive communication messages that appear personalized to the individual. The sensation of “wow, this is just for me!”\u00a0Whether it’s a postcard in the mailbox or an email message in the IN box, in those cases where it’s the\u00a0right information<\/em> coming to them at\u00a0just the right time<\/em>, we can expect that message to be well received. We would expect it to be perceived as relevant and worth their immediate attention.<\/p>\n

Pause for a moment to think how many emails land in your own IN box and go unread? In cases where we can increase the relevancy of that subject line and the information inside the message, we can seek to change the nature of that problem.<\/p>\n

Opportunities abound to personalize!<\/h2>\n

So, the challenge we set before us is to discover ways to begin delivering timely information in a personalized way. To achieve this goal, you devote some time to creating a strategy fitting the unique aspects of your corner of the Extension landscape. In collaboration with O&E’s digital engagement team, you’re then outfitted with the appropriate mix of CRM tools to meet your needs.<\/p>\n

From there, the next steps are powered by your own creativity! It may help to see an example? I recently brainstormed one simple workflow that I thought would make a big impact. Let’s walk through it.<\/p>\n

A simple example<\/span><\/h2>\n

We can imagine a face-to-face class that takes place and some hot topic emerges, organically, from the discussion. One idea we can have as the instructor\/facilitator is to follow up to send relevant, topic-related resources to that cohort. The steps would look like:<\/p>\n