Austrian national customer experience management - 1st session

1. Introduction to Customer
experience management
1. Session
Customer Experience management
challenge

2. We need to provide better customer experience because…

3. ... because market leaders do

4. ...because of the purpose of this
organisation

5. “The best thing about exchange is to
explore your abilities as in personal
as in professional way and its all
connected with culture, practise,
according LC, other trainees, local
people and overall your attitude. As
more you will try to do your best, as
more you will get...“
Zane Vilnīte. Latvian, Intern in The
Netherlands - GIP

6. “My experience in Cluj-Napoca
was fantastic. More than
causing a positive impact in
the Romanian society was
to know how important is to
develop empathy with a
culturally different people .
You are only able to
understand a different
culture when you experience
and live it yourself.”
Matheus Mello. Brazilian,
Intern in Romania - GCDP

7. ... because 2015 means that we have to provide high-quality
experiences

8. ... because 2015 means that we have
to provide 600 000 unique experiences
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9. What happened in 1999?
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10. What happened in 1999?
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Supply and demand
management
National projects
Country to country partnerships

11. Customer experience
management is neither a
„must do“ nor strategic
initiative...

12. ...it should be a habit of the 86 000
members of this organisation who
want to leverage youth´s potential

13. Where is Quality?

14. MoS : Net Promoter Score

15. Measuring quality with only
one indicator would be
over-simplifying

16. MoS
KPI
KPIKPI

17. KPI´s MoS
• Response rate
• % of promoters
• Cases
closed/Cases
open
• Net promoter
Score

18. Net promoter
score
Customer
Behaviour
Purchase - Refer
• Organizational
• Long term results
Micro - Level Macro - Level

19. If we want to grow to 302 X this
year, we have to increase our
customers loyalty

20. KPIs
• Response rate
• % of promoters
• Cases closed/Cases open
Importance
• How engaged are our
customers with AIESEC
• How good are we at
creating powerful
experiences
• How quickly are we able to
respond to our customers
needs

21. Why? Design
Data
collection
Analysis
/reporting
Actions/
operations

22. Why? Design
Data
Collection
Analysis /
Reporting
Actions /
Operations
• To provide more and better experiences
• Measure of Success: Net Promoter Score
• Key Performance Indicators:
• % promoters
• Response rate
• Cases closed / Cases Open
Leadership we need
• Long term thinking
• Action driven
• Customer oriented

23. Why? Design Data
Collection
Analysis /
Reporting
Actions /
Operations
Surveys based on EP Flow and Programme Definitions
Transactional surveys for GIP/GCDP are sent every 2
weeks per experience, on 3 touch-points:
Matched, Realized, Completed
Relational Surveys for TMP/TLP are sent every 6
months per person.

24. Why? Design
Data
Collection
Analysis /
Reporting
Actions /
Operations
Outsourced IT platform to survey customers
and have standard reports
Database management by AIESEC International

25. Why? Design
Data
Collection
Analysis /
Reporting
Actions /
Operations
Defined role towards customer & data usage for every
level of the organization: MC, LC, and, AI
Reporting (different per level)
Internally
Externally
Programme Participants

26. Why? Design
Data
Collection
Analysis /
Reporting
Actions /
Operations
For every level of the organization,
Clear action plans based on the role towards
customer & data usage
Defined HR structure
Incentive systems aligned

27. Why? Design
Data
Collection
Analysis /
Reporting
Actions /
Operations
At all
levels!
Managed by
AIESEC
International!
Where the
action
happens!

28. So why is it so
difficult to do it?

29. There is nothing more difficult to take in
hand, more perilous to conduct, or more
uncertain in its success, than to take the lead in
the introduction of a new order of things!
(Machiavelli)

30. "For the things we have to learn
before we can do them, we learn
by doing them„ (Aristotle)

31. Is this enough to be
customer oriented?

32. Even if we know, if we do it, there is
something missing!
Change will never be led by
documents, booklets, wiki, this
session…

33. Nothing can replace your leadership.
Your leadership is your biggest asset, and the
role of this generation is to lead AIESEC in
Austria

35. First task
• Fill „custome feedback analysis“ template
• Set your goals in NPS for each program for Q4
• DDL – 29th october