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Session given to MCPs and MC VPs to implement CLO. Find the video here: https://aiesec.adobeconnect.com/_a855283170/p390tc3zr10/?launcher=false&fcsContent=true&pbMode=normal
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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?
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