Using Customer Experience to Deepen Alumni and Donor Relations
Presented by Megan Burns
We’re pickier than ever about who we do business with. Our experiences with a company (and the stories we hear) color every decision we make about where and how to spend money. In this session, analyst Megan Burns will share how successful companies make sure every customer interaction tips the scales in their favor. Because financial decisions are anything but rational, she’ll focus on how to see beyond the mechanics of an interaction to the subjective experience, how customers feel about what happened, and what it means for the future. She’ll close with suggestions for applying industry best practices to alumni/donor relationships and take questions from the audience.
Megan Burns is a well-known thought leader in the customer experience field. For more than 17 years she’s helped groups re-humanize the way they interact with customers, employees, suppliers, and the community at large.
In her decade as a VP principal analyst at Forrester Research, Megan authored more than 100 reports on experience management, empathy, culture change, and the role of emotion in experiences. Quoted in media outlets like The Wall Street Journal and New York Times, she has advised leaders in industries as diverse as financial services, healthcare, retail, and non-profit, including twenty firms in the Fortune 50. Before Forrester, Megan helped AT&T usher in the digital age as a systems engineer for some of the first websites used to sell and service telecom online.
She holds a Bachelor’s degree in Computer Science from Rensselaer Polytechnic Institute (RPI) and a Master’s degree in Software Engineering from Carnegie Mellon University, both Summa Cum Laude. And because technology must serve people, Megan combined her technical studies with work in psychology, management, and history.