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Customer Loyalty
for Students
Steering Team – November 2013
Rotterdam, the Netherlands
Customer Loyalty
for Students Intro
Steering Team – November 2013
Rotterdam, the Netherlands
1st Challenge:
Delivering on our purpose
depends upon our ability to deliver

quality leadership development
in every expe...
We promise to put our people first,
and we won‟t accept anything less
2nd challenge:
Delivering on our purpose
depends upon our ability to scale up and provide

more experiences than ever befo...
2012

2015
The Experiences We
Deliver Today
Safety
Safety

Standards
Safety

Standards

Satisfaction
We Don’t Care
Because We Don’t Understand
• Current Reality:
No safety policy or prevention measures exist globally
Increa...
We Don’t Fulfill
Because We Don’t Know
• Current Reality:
No clear analysis or measures of delivery of the Standards

One ...
We Don’t Improve
Because We Don’t Listen
• Current Reality:
We are not growing our NPS score which means that we are
still...
Safety

Standards

Satisfaction
Ensuring that the programs that we
provide to our students are:

We ensure the safety
of our participants
and that our
mem...
CLS Plan for 2013/2014

Safety

Standards

Satisfaction

International SOS

Standards Definition

Culture Building

Insura...
Safety

Standards

Satisfaction

We Don’t Care
Because We Don’t Understand
We Don’t Fulfill
Because We Don’t Know
We Don’t...
Safety

Standards

Satisfaction

We Care
Because We Understand
We Fulfill
Because We Know
We Improve
Because We Listen
CLS Part I:
Safety
We don´t care because we don´t understand
Imagine
• … you are meeting an EP that just got matched and is
exited about going abroad for the first time in his life. H...
Duty of Care
• As provider of programs that sends students abroad we
have to take certain measures to fulfil our duty of m...
AIESEC

Safety
What we plan to do
• Have a professional partner to ensure safety standards
and support in our exchange programmes
• Ensur...
Partner for safety
Why international SOS
What we want to do together
Prepare and prevent as priority
What AIESEC can not provide
• Expertise in health and travel risk

• 24/7 hotline for emergencies
• Global coordination be...
EP Insurance
• We want to make EP insurance mandatory for every EP

• Depending on country reality the solution can look
d...
Global solution
• Offer from insurance partner of international SOS
standardized offer for EP insurance
• Two models for G...
Next steps
• Present during VLM the projects
• Make EP insurance mandatory by IPM
• Countries develop their own process fo...
Safety
CLS Part II:
Standards
We don´t fulfill because we don‘t know
Safety

Safety

Standards

Satisfaction
Safety

Standards
We Don’t Fulfill
Because We Don’t Know
• Current Reality:
No clear analysis or measures of delivery of the Standards

One ...
Ensuring that the programs that we
provide to our students are:

We ensure that all
our students have the
experiences that...
Current KPIs

Safety

% of exchange
experiences that
meet the standards
ROAD MAP!
- Research | Late October and November
2013
- Steering Team Input | November 2013
- AI Team Input | November 201...
Safety
Satisfaction
(Customer Experience Management)
CLS - Steering Team – November 2013
Rotterdam, the Netherlands
CLS Part III:
Satisfaction
We don´t improve because we don‘t listen
Safety

We promise to put our people
first,
and we won’t accept anything less
CLS Plan for 2013/2014

Safety

Safety

Standards

Satisfaction

International SOS

Standards Definition

Culture Building...
Safety

Customer Experience Management
• The practice of designing and reacting to
customer interactions to meet or exceed...
Safety

NPS

The data

CEM

How to transform data into action

Customer
loyalty

The end result we want to achieve
Safety

How are we making this happen?
Safety

Behavior

+
System

=

Change
Safety

Culture Building
Safety

How many of your LCs are
using the NPS system
right now?
Safety

Engage

Respond

Promote

Fire fighting
Customer centric
culture
Process
Promoter strategy
improvement
Response ra...
4 Tips for MC to implement CEM
1

Safety

Make it a „thing‟

2

Educate

3

Allocate responsibles

4

Track, analyse & act...
MC
1

Engage

Respond

Promote
Safety

Make it a „thing‟

•Customer centric behavior: CLS at every communication channel
(...
MC

Engage

2

Educate

•Conferences
•LC Visits
•Webinars

Respond

Promote
Safety
MC

Engage

3
Allocate
•MC Responsible

Respond

Promote
Safety

responsibles

-MCP/OD/Operation overall responsible
-NST ...
MC

4

Engage

Respond

Promote
Safety

Track, analyse & Act!

Tracking
> To de done on a weekly basis
> Check which LCs a...
Safety

Want even more detailed “How”?
Safety

Engage

Respond

Promote

Fire fighting
Customer centric
behavior
Process
Promoter strategy
improvement
Response r...
Safety
Safety
Safety

Engage

Respond

Promote

Fire fighting
Customer centric
behavior
Process
Promoter strategy
improvement
Response r...
Fire fighting flow

Safety
Safety
Safety
Safety
Safety

Engage

Respond

Promote

Fire fighting
Customer centric
behavior
Process
Promoter strategy
improvement
Response r...
Safety
Safety
Safety
Co-delivery

Safety
Safety
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  1. 1. Customer Loyalty for Students Steering Team – November 2013 Rotterdam, the Netherlands
  2. 2. Customer Loyalty for Students Intro Steering Team – November 2013 Rotterdam, the Netherlands
  3. 3. 1st Challenge: Delivering on our purpose depends upon our ability to deliver quality leadership development in every experience
  4. 4. We promise to put our people first, and we won‟t accept anything less
  5. 5. 2nd challenge: Delivering on our purpose depends upon our ability to scale up and provide more experiences than ever before
  6. 6. 2012 2015
  7. 7. The Experiences We Deliver Today
  8. 8. Safety
  9. 9. Safety Standards
  10. 10. Safety Standards Satisfaction
  11. 11. We Don’t Care Because We Don’t Understand • Current Reality: No safety policy or prevention measures exist globally Increase amount of assaults, deportation, arrests, injuries, deaths..etc. Our membership are not able to act proactively or reactively towards safety measures. Safety
  12. 12. We Don’t Fulfill Because We Don’t Know • Current Reality: No clear analysis or measures of delivery of the Standards One of the main reasons of why we have unsatisfied customers Membership are not clear with what are the standards and why is it important to fulfill them Standards
  13. 13. We Don’t Improve Because We Don’t Listen • Current Reality: We are not growing our NPS score which means that we are still unable to take our customer seriously Entities are not improving based on customer feedback and unclear about how Entities don’t even log-in or are familiar with their NPS score Satisfaction
  14. 14. Safety Standards Satisfaction
  15. 15. Ensuring that the programs that we provide to our students are: We ensure the safety of our participants and that our membership is aware on how to act to prevent and react with Safety We ensure that all our students have the experiences that meet the standards set and that every member delivers on that We ensure that we are listening to customers to have a better customer experience management for higher satisfaction
  16. 16. CLS Plan for 2013/2014 Safety Standards Satisfaction International SOS Standards Definition Culture Building Insurance Measuring & tracking standards delivery Network Education Safety Policy & Guidance ICB role and evolution Global CEM Improve systems
  17. 17. Safety Standards Satisfaction We Don’t Care Because We Don’t Understand We Don’t Fulfill Because We Don’t Know We Don’t Improve Because We Don’t Listen
  18. 18. Safety Standards Satisfaction We Care Because We Understand We Fulfill Because We Know We Improve Because We Listen
  19. 19. CLS Part I: Safety We don´t care because we don´t understand
  20. 20. Imagine • … you are meeting an EP that just got matched and is exited about going abroad for the first time in his life. He does not know much about the culture and the reality of the country he goes to and is not sure about his safety. But as he is young motivated and exited he wants to go anyway and thinks he will figure out and AIESEC will anyways help him. What do you think he can rely on?
  21. 21. Duty of Care • As provider of programs that sends students abroad we have to take certain measures to fulfil our duty of making our customers aware of what situation they are getting into and what they need to do and how we help them • From analysing our NPS comments we see that this is not always the case and that often EPs are in unsafe conditions while they are abroad
  22. 22. AIESEC Safety
  23. 23. What we plan to do • Have a professional partner to ensure safety standards and support in our exchange programmes • Ensuring every EP has a travel insurance for his stay abroad • Establish safety policies for exchange programmes, members and conferences
  24. 24. Partner for safety
  25. 25. Why international SOS
  26. 26. What we want to do together
  27. 27. Prepare and prevent as priority
  28. 28. What AIESEC can not provide • Expertise in health and travel risk • 24/7 hotline for emergencies • Global coordination between safety stakeholders (hospital, embassy, contact person) • Ability to know movement of every EP
  29. 29. EP Insurance • We want to make EP insurance mandatory for every EP • Depending on country reality the solution can look differently • Want to ensure that every EP has access to insurance
  30. 30. Global solution • Offer from insurance partner of international SOS standardized offer for EP insurance • Two models for GIP and GCDP • Independent of country of origin and destination • Affordable for every student
  31. 31. Next steps • Present during VLM the projects • Make EP insurance mandatory by IPM • Countries develop their own process for ensuring every EP has insurance • Present Intl SOS services • Make entities join the global membership of Intl SOS • By summer 2013 all EPs should recceive Intl SOS membership services – standard of the programme
  32. 32. Safety
  33. 33. CLS Part II: Standards We don´t fulfill because we don‘t know
  34. 34. Safety Safety Standards Satisfaction
  35. 35. Safety Standards
  36. 36. We Don’t Fulfill Because We Don’t Know • Current Reality: No clear analysis or measures of delivery of the Standards One of the main reasons of why we have unsatisfied customers Membership are not clear with what are the standards and why is it important to fulfill them Safety Standards
  37. 37. Ensuring that the programs that we provide to our students are: We ensure that all our students have the experiences that meet the standards set and that every member delivers on that Safety
  38. 38. Current KPIs Safety % of exchange experiences that meet the standards
  39. 39. ROAD MAP! - Research | Late October and November 2013 - Steering Team Input | November 2013 - AI Team Input | November 2013 - ICB Summit | December 2013 - Launch | IPM 2014
  40. 40. Safety
  41. 41. Satisfaction (Customer Experience Management) CLS - Steering Team – November 2013 Rotterdam, the Netherlands
  42. 42. CLS Part III: Satisfaction We don´t improve because we don‘t listen
  43. 43. Safety We promise to put our people first, and we won’t accept anything less
  44. 44. CLS Plan for 2013/2014 Safety Safety Standards Satisfaction International SOS Standards Definition Culture Building Insurance Measuring & tracking standards delivery Network Education Safety Policy & Guidance ICB role and evolution Global CEM Improve systems
  45. 45. Safety Customer Experience Management • The practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.
  46. 46. Safety NPS The data CEM How to transform data into action Customer loyalty The end result we want to achieve
  47. 47. Safety How are we making this happen?
  48. 48. Safety Behavior + System = Change
  49. 49. Safety Culture Building
  50. 50. Safety How many of your LCs are using the NPS system right now?
  51. 51. Safety Engage Respond Promote Fire fighting Customer centric culture Process Promoter strategy improvement Response rate Product development
  52. 52. 4 Tips for MC to implement CEM 1 Safety Make it a „thing‟ 2 Educate 3 Allocate responsibles 4 Track, analyse & act!
  53. 53. MC 1 Engage Respond Promote Safety Make it a „thing‟ •Customer centric behavior: CLS at every communication channel (Conf session, visit agenda, newsletters etc) •Incentive systems: challenges, games, awards etc •Policies: membership criteria, compendium, other rights etc
  54. 54. MC Engage 2 Educate •Conferences •LC Visits •Webinars Respond Promote Safety
  55. 55. MC Engage 3 Allocate •MC Responsible Respond Promote Safety responsibles -MCP/OD/Operation overall responsible -NST structure to support -Implement by every MC VP GCDP/GIP/TM •LC Responsible -LCP overall responsible -Implement by every LC VP GCDP/GIP/TM
  56. 56. MC 4 Engage Respond Promote Safety Track, analyse & Act! Tracking > To de done on a weekly basis > Check which LCs are not following up on open cases and take action > Check which LCs have good practices around fire-fighting and showcase it Analysis > To de done on a weekly basis > Are we decreasing or increasing the number of open cases? Why? Take action! > Are the cases coming mostly from an specific entity? Why? Take action! > Are the cases open around the same issue/complaint? Input for process improvement and product development!
  57. 57. Safety Want even more detailed “How”?
  58. 58. Safety Engage Respond Promote Fire fighting Customer centric behavior Process Promoter strategy improvement Response rate Product development
  59. 59. Safety
  60. 60. Safety
  61. 61. Safety Engage Respond Promote Fire fighting Customer centric behavior Process Promoter strategy improvement Response rate Product development
  62. 62. Fire fighting flow Safety
  63. 63. Safety
  64. 64. Safety
  65. 65. Safety
  66. 66. Safety Engage Respond Promote Fire fighting Customer centric behavior Process Promoter strategy improvement Response rate Product development
  67. 67. Safety
  68. 68. Safety
  69. 69. Safety
  70. 70. Co-delivery Safety
  71. 71. Safety

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