Customer Behavior: Canadian Blood Services

Customer Behavior: Canadian Blood Services (CBS)

Case Summary

The case “Canadian Blood Services (CBS)” outlines the customer behaviour of people who donate blood, more specifically, new donors and those that repeat. The path forward and goals of CBS are to increase new donor numbers and increase the amount of people that return (retention of donors). These goals are born from the historical data of a very small growth in donors while the demand for blood is increasing approximately 2% per year. The increased demand is due to the aging population in Canada and need to reduce waiting time in hospitals for surgeries and general procedures. Donor numbers are segmented mostly by age and regional boundaries; therefore, it is easy to identify the certain demographics to target. The decision process for new and repeat donors relies upon a list of factors; motivations from peers, if it was easy or convenient and if the process was self-fulfilling for the individual. This decision process is the barrier for CBS to overcome if they wish to increase the amount of blood which flows into the organization.

1. Perform a SWOT analysis for CBS.

Strengths:

• Established, recognizable organization in Canada

• Has locations in major populous markets in Canada

• Good cause, lifesaving mission

• Blood donations don't cost the donors any money, just time and commitment

• Blood donations are a renewable resource (every two weeks can donate)

Weaknesses:

• Past issues in 1980’s about the blood supply being contaminated (people may still hold bad view of donating/receiving blood).

• Barriers to getting new donors

• Requires funding and oversight of government agencies and levels

Opportunities:

• Utilize social media to get message out and across to younger demographics

• Create on the go blood donation pop-up centers (similar to food trucks)

Threats:

• Other charitable organizations to compete against

• Aging population in Canada, potential decrease in donors. Baby boomers are more loyal to donating blood than younger generations

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