I speak to Martin Hand, who’s currently CCO of St. Jude but previously held the same role at United Airlines. What’s the difference between customer (or donor)-facing work in non-profit and for-profit? He explains. (Hint: It’s not as big as we think.)
In order to connect customer experience to business growth, you need to move past the classic quarterly sales goals, production goals or operational objectives as the only metrics to define how the business is doing. Customer growth and profitability metrics must be connected to customer experience to warrant investment of people, time and financial resources.