Customer Loyalty

for Organizations

Our Team PurposeWe take a bold stand to deliver our promise to the

world.

We develop leadership in every experience;We grow like never before.

By being fast, focused and listening to our customers, we achieve the 2015 Measures of Success.

Don’t focus on it

Don’t deliver our product well

Don’t allocate talent

capacity to do it

Vision of CLO

2011 Custome

rs

2012 Customer

s

2013 Customer

s

2014 Customers

How to Get There

Re-raising in the short-term based on the 100 Days

Challenge and the CEPT Model

Customer Loyalty in the long-term with

product and process

improvements based on customer

insight

CEPT Model

Product and Process Improvement• Surveys and focus groups bringing initial

hypotheses• CLO Summit plannedTalent Capacity• Every account should have a person responsible• Talent Capacity Strategic Meeting output

including structures, JDs, and learning and development for raising, account management, and re-raising

CEPT Model

ANALYSIS.Of survey responses

1335%

22%

43%NPS score

% of promoters

% of detractors

% of passives

Professional skills of trainee

50Professionalism of

AIESEC45

Level of trainee's motiva-tion44

Personal skills of trainee41 Communication with

AIESEC39 Selection Process

39

Promoters Issues Level 1

ANALYSIS.Of survey responses

Selection Process33Visa Documents and In-

formation31

Communication with AIESEC

27

Professional skills of trainee

26 Accessibility of informa-tion25Logistical support upon ar-

rival24

Passives Issues Level 1

Selection Process32

Communication with AIESEC

32

Professional skills of trainee

28

Visa Documents and In-formation

27

Personal skills of trainee23

Information provided21

Detractors Issues Level 1

ANALYSIS.

promoters

34%

42%

18%

5%

2%

DEFINITELY WILL

PROBABLY WILL

MIGHT OR MIGHT NOT

How likely are you to take another intern with AIESEC GIP?

passives detractors

55 45 5

49 66 16

5 22 29

112

5

PROBABLY WILL NOT 2DEFINITELY WILL NOT 1

GATHER CUSTOMER INPUT

Target specific LCs and follow up weeklySJArizonaIllinois

LCs have until Thanksgiving to reach out to partnersNST + MC will contact all partners who have not submitted feedback by that point

UTILIZE CURRENT CUSTOMER INPUT

1. Release project update to national plenary1. Include: successes, bottlenecks, insights

2. Video Testimonial Collection to mobilize promoters

3. Provide LCs with a referral framework to mobilize promoters

4. Create an AD Account Manager Certification process. Every account manager must pass the following trainings:

1. J-1 Visa2. Delivery Process3. Partnership Management

5. Change to US ER Principles: Partners must be met with once a quarter according to CRM. If not, LC loses partner after two quarters and contract is re-allocated to another LC

6. Re-vamping website content for companies1. Clearly lay out process online

INCREASE ENGAGEMENT WITH AIESEC

Have EPs (at NPM) write thank you letters to our partners for creating exchange experiences and include these in our Christmas Cards

Send a letter to all our detractors/passives in January with “AIESEC New Years Resolution-Our Commitment to our Partners” addressing the top areas of improvement that were identified and what AIESEC US did in Q4 to address themSigned by MCP and LCP

What Have You Learned from Your Customers?

Estonia: Companies need help integrating trainees. Companies want to connect with AIESEC’s other GIP partners

Germany: Communication is the key and good communication can overcome problems in the process

Belgium: We should speak to the companies every 2 weeks. Companies care about the experience AIESEC provides to the EP

Russia: Companies are ready to re-raise if AIESEC approaches them

How Can You Drive CLO with Your LCs? Estonia: For smaller entities, create a calendar that has all account

management activities nationally so they can be tracked and seen by everyone

Brazil: Create NST role to track and consult about account management and re-raising. Create account management plans for every account—include them EB transition

Germany: Provide a clear guideline to LCs of how to implement 100 Days Challenge and a guide for running these sales meetings

Russia: Implement a CRM, and require LCs to use it—motivate them with a sales campaign tracked through the CRM

What Are You Doing Next in CLO? Brazil: Showcasing EP LEAD to our partners. Creating education

booklet on account management for members. Implementing team structures for account management in their LCs

Germany: Hosting a CLO Summit with key LCs to drive re-raising and partner retention. Running a campaign to get endorsements and referrals from current customers

Belgium: Hosting a partners gala. Offering discounts to current partners who refer us to Implement a CRM, and require LCs to use it—motivate them with a sales campaign tracked through the CRM

How Can CLO Go Wrong / What Are the Challenges?MCs/LCs focus on surveys, but not on re-raising or

customer loyalty

MCs/LCs move their resources

from new raising to re-raising

MCs/LCs don’t improve their products or processes

MCs/LCs view customer loyalty

as a one-time initiative, rather than the way we

do iGIP

How Can We Include CLO in Re-Planning?

Activity When? Tier 1 Tier 2 Tier 3Set goals for new raising and re-raising for Q1 and Q2 Now X X X

CRM that has all accounts, who is managing them, what stage they are in, when they were last contacted, dashboard of most active LCs and members

By end of Q4 X X X

Account Management minimums—person allocated to every account, companies contacted every X

By end of Q4 X X X

Design engagement channels for all customers (advisory boards, hosting and attending events, strategic partnerships, etc)

By end of Q4 X X X

Seek referrals from all current customers By end of Q4 X X X

How Can We Include CLO in Re-Planning?

Activity When? Tier 1 Tier 2 Tier 3Innovate product and process improvements based on customer feedback

Q1 X X

Help LCs create structures for new raising, account management, and re-raising

By end of Q4 X X

Implement national structures (like NST) for account management and re-raising consultancy

Before next

NatCoX

Re-Raising

We are the caretakers

Make the fundamental changes for the future

Is This a Priority?