Customer journey in AIESEC Value Organization Conversion rate strategy

1. Marketing Class
By Karina H Ananta
AIESEC in Indonesia 15/16
Marketing Academy Day 2 – 2 credits

2. Agenda o Check In
o The secret of motivation
o Value exchange
o Understanding our product
o Product Flow
o Conversion Rate
o LDM For Marketing
o Check Out

3. TheSecretofMotivationsource:danpink’stedtalk
“Thepuzzleofmotivation”

16. Value Exchange

17. A value exchange starts with people’s needs
Consumer’s
needs
People’s needs have changed due
to an increasingly complex and
interconnected world

18. Matched by ways organization can fulfill these needs
Consumer’s
needs
Actions we can take
To fulfill those customer needs
Organization
needs

19. And the delivery of mutual benefit
Consumer’s
needs
Value exchange based on shared
contribution and benefit
Organization
behaviors
Value
exchange

20. Consumer needs
o The organization delivers
what i need from a product
or service
o I feel good buying this
products or services
o I believe in the
organization’s purpose
o I feel good about this
organization's commitment
to its community

21. Consumer needs
Organization can fulfill
these needs
o The organization delivers
what i need from a product
or service
o I feel good buying this
products or services
o I believe in the
organization’s purpose
o I feel good about this
organization's commitment
to its community
o Acts with a clear mission
and purpose at its core
o Invite costumer to interact
with organization
o Helps people achieve their
personal goals
o Quick to respond to
people's concerns and
complaints
o Communicate the product
transparently

22. Emotional and
rational needs are
merging

23. People want more
value in brands
relationship

24. Meeting people three needs create benefit
Rational
+
Emotional
+
Societal
Basic people needs

25. AIESEC Product Value

30. Product Flow

31. Product Flow
UNDERSTAND
------
FOCUS
CUSTOMISE
GOAL
TARGET
AUDIENCE
CHANNEL MESSAGE

32. Product Flow
Understand
Understanding
internal external
reality
Focus
Select Main Target
Markets (based on
Sub-Products for
GIP/ Issues for
GCDP
Customize
Evolving product
value and
packaging based
on this

33. Product Flow
GOAL
TARGET
AUDIENCE
CHANNEL MESSAGE
Every time you have to define a communication strategy for
supporting your operations, you must follow the simple GTCM
process!

34. Product Flow
GOAL
TARGET
AUDIENCE
CHANNEL
MESSAGE
Define the goal of the
strategy. It should always be
based only in ELD MoS.
Define to whom the
product/program is going to
be offered, i.e. IT students,
last year of university, etc.
Define with what kind of
channels the audience is
going to be approached, i.e.
social media, class
presentation, library booth,
etc.
Define how the
communication of the
product is going to be done
to the target audience, what
is going to be said to them.

35. Customer Flow

36. Customer Flow
Customer phase

37. Customer Flow
Status in EXPA

38. Customer Flow
Steps EP will
through in EXPA

39. Customer Flow
Steps Sending
Entity of EP will
through in EXPA

40. Customer Flow
Steps Host Entity to
get EP will through
in EXPA

41. Customer Flow
TN’s journey with
AIESEC

42. Customer Flow
Customer journey
with AIESEC

43. Customer Flow
What AIESEC will
do for TMP/TLP

44. Conversion

45. Conversion
Remember our customer flow?

46. Conversion

47. Conversion
We make them ‘jump’
from one process to
next process

48. Conversion
We make them ‘jump’
from one process to
next process
120 60If you have,

49. Conversion
We make them ‘jump’
from one process to
next process
120 60If you have,
You will get the
conversion rate :
60/120*100=50%

50. Conversion
We make them ‘jump’
from one process to
next process
120 50If you have,
You will get the
conversion rate :
50/120*100=41,6%
The tricky
part

51. Conversion
We make them ‘jump’
from one process to
next process
The tricky
part
You need to get your
customer to
agree this is the time and
place to TAKE ACTION.

52. Conversion
We make them ‘jump’
from one process to
next process
The tricky
part
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

53. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

54. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

55. Conversion
Common causes
of discomfort Confusion
The key to overcome confusion
is clarity
Watch the usage of AIESEC
abbreviation

56. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

57. Conversion
Common causes
of discomfort
Distraction
The key to overcoming
distraction is focus.
Keep it simple.

58. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

59. Conversion
Common causes
of discomfort Apathy
Overcome apathy by making sure nothing
begins to feel optional, less urgent, irrelevant.

60. Conversion
Common causes
of discomfort Apathy
The trick is,
Context : Qualify and disqualify
Differences : What can we deliver unlike
anyone else?
Emotions: Tap into pleasures and pains with
power words.

61. Conversion
Common causes
of discomfort Apathy
Context: marketers
Difference: focused
budgeting
Emotions: love
This is how you have to
create your contents.
Pick the right words!

62. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

63. Conversion
Common causes
of discomfort Boredom
You can’t bore people into buying.
If attention is the golden goose,
boredom is its rotten egg.

64. Conversion
Common causes
of discomfort Boredom
Make
it FUN
• Lighten up
• Tell a story
• Push emotional buttons
• Ask questions
• Speak to memories, values, dreams
• Use your sense of humor
• And remember who you are talking
about… The customer

65. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

66. Conversion
Common causes
of discomfort Friction
Desire – Friction = Conversion rate
Give readers what they are looking for :
ease.

67. Conversion
Common causes
of discomfort Friction
Reduce
Risk
• “What if” always lingers in the reader's
mind
• Introduce safety nets
• Address fears with reasons to be
fearless

68. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

69. Conversion
Common causes
of discomfort Lack of trust
We talk too much like marketers because
we’re not listening to our customers.
Develop pathological empathy for your
customer

70. Conversion
Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery

71. Conversion
Common causes
of discomfort Mystery
Give CLEAR direction and CLEAR message

72. Conversion
You may not transform customer,
but you can make them feel good
about taking action.

73. Leadership We
Want to Develop

74. We said that we
are a leadership
organization

75. But what kind of
leadership?

76. After our 67 years of experience
in leadership development, 2
years of research within 4000+
people involved

77. We create one leadership development
model, which represents the key
organizational value proposition that
AIESEC gives to the world through all of
its programmes.

80. We aim to create
4 qualities of leadership
1 value proposition

81. Lead the change towards an
LDM-centered AIESEC

82. Analyze your main problem in conversion,
consider customer flow to find the problem.
For example :
Stage : Going to event – Submit form = The
booth of the event is not interesting, there are
no info how to fill the form
Stage : Registration – apply = There are no clear
instruction to apply to the program
Assignment