Functional Standardization

Objective

Agenda

Market Research Result

After one month of hardwork...

The result compilation

Customer Journey Path

Customer Journey Path

Customer Journey Path

Aware

Appeal Ask Act Advocate

Initial appeal is Influenced by the ‘community’

To determine attitude

Customers now actively connect, Building ask-and-advocate relationship

Loyalty is ultimately defined As willingness to advocate

A brand

Customer Journey Path

Aware Appeal

Customer is in passive stage,

Brand awareness source : 1. Marketing and Communication 2. Community recommendation

3. Self-experience

Customer unconciously making list about brand

they curious about.

First impression is the key to unfocused costumer

Customer Journey Path

Ask

Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand How we deal with complain

is the most important interaction

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

Customer Journey Path

Aware

Appeal

Ask Act Advocate

What’s happening to our customer journey?

Why is this happening?

We as MC, give you space to innovate, and there is one unique innovation

Please welcome, Bandung

What’s missing from our costumer journey? And how can we fix our conversion?

Starbucks sells coffee.. What about AIESEC?

Are we providing exchange or leadership?

Yes you may argue with me. Because you’re an AIESECer and all AIESECer knows that we’re providing leadership development through

exchange. Is it can be understandable to our costumer? Are we saying it the right way?

As a STRANGER, costumer needs some clear information on what we sell, so the first problem comes from ourselves. Are we doing attraction

the right way with the right message? Are leadership still relevant to use in attraction?

And this is where the battle between PR and MKT happened. PR want us to be seen as Leadership

organization but hey we’re trying to make money out of exchange dude. And leadership suppose to be in the Value Delivery stage not in Attraction

stage! Yes this is still confusing me

Well our first touch with costumer not always comes from virtually, sometimes it can happened physically

on a form of booth.

The question is, how convincing our booth to costumer? Are they provided with safety and security? Based on what I observe, when our

costumer comes to booth we offer them registration form. Yes. Local ors with 20K price. Or sometimes only have to fill attendance list and followed up.

With not that interesting booth. -,- Sometimes the ‘booth’ only a table with poster on it.

I know, we will no longer use it (local ors), and every applicant should directly apply to expa. But here’s

the thing. 1. AIESEC itself is a premium brand. Why I call it

premium brand? Bro you should pay 2.5 million rupiah for this ‘voluntary’ experience and they

still have to pay for their sh*t. 2. We treat this premium brand with retail

marketing system. This is where our costumer are in doubt with us.

I know that we’re trying to develop so many people with high target number. And sometimes we did sell these things not elegantly we mistreat it like it’s not

a premium brand. That’s why I think the way we market our program need to be improve. And it’s not

hard. What I’m suggesting is:

This is what Bandung will trying to innovate for this winter. We are trying to give our costumer something that they can be brought home rather than only waiting for followed up or only registration form. This is EP Package. Contains of: 1. Tote bag. Our subliminal promotional

tools, where they can carry it around with our name and website on it.

2. Booklet for parents. Yes. Parents are the ultimate decision maker for exchange, thus, we need to give them clear information about our program and this could increase our conversion rate. Yes this is physical booklet not virtual booklet.

3. Registration form. Bandung will still use physical registration form because from what I observe. A lot of people feel insecure for virtual form. They are not aware of their email and sometimes not followed up.

How much is this EP Package cost? 30K rupiah. What if they don’t want to spend their money just for registration? Wait until they hear about Exchange fee. Do u generate any profit from it? Until now, I still think 20K rupiah is the Cost of goods sold for it. (modal). And another 10K rupiah is for finance. So finance will make fundraising goods (notebook for example, or bracelet) and we put it in our EP Package, so seems like they bought our fundraising. And yes we have profit from it but not much.

With all of the EP Package thing. We have treat our brand like a premium brand and it will make our next step easier on costumer journey. Which are, converting them to our costumer. It have solved; 1. Problems with parents permission since we give the

parents booklet. 2. Applicant who are not apply after buy form. Because

they have something to brought home and they have sense of belonging. And they have spent 30k on it so they will think it’s better for them to continue their journey as costumer.

3. Our brand finally recognized as a premium brand and they (our costumer) will told their experience or they friends will ask them about the thing that they carry around with ‘I’m a global citizen’ written on it.

What’s actually our MAIN problem?

TXP GCDP GIP

You need to get your customer to

agree this is the time and place to TAKE ACTION.

Let’s move them to COMFORT ZONE

When they feel discomfort they

gone

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Avoid these feelings

What we can do?

TXP GCDP GIP

Split yourself into 3 group

TXP GCDP GIP

Make concept in each path

TXP GCDP GIP

Make concept in each path

Aware

Appeal

Ask Act Advocate

Presentation

Wrap it UP!

How we do it

How we do it

Aware

Appeal

Ask Act Advocate

Follow up

Aware

Appeal

Ask Act Advocate

Let’s do it

Let’s do it

Let’s do it

Presentation

The Tools

Tools that we will use

When will you update your podio?

How we will use it?

When will we update our tracker for program?

Who will update it?

When will be we do brand audit?

Why we do brand filter?

When will be we do brand filter?

Why is there any content marketing there?

Why is there any content marketing there?

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Market Research