Customer Loyalty for Organizations

Raise Match Realize

CLO

BI for Growth

Talent Capacity

for Growth

Market – Product Strategy

CLS LXP

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

Conversation• Recommended monthly touchpoint and quarterly

meetings at IC• Created video guide for Podio as a CRM—used by two

entities• 100 Days Challenge has led to conversations with at least

4.3% of our customersEngagement• Emphasized events and advisory councils at IC• Focus entities engaging customers, but lacking clear

GCPs and global direction

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

Specific• 8 focus entities with coaching on average

every 3 weeks—success depends on seriousness of VP (Turkey, China, Belgium, US)

General• Insights and GCPs from focus entities shared

with the network via GIP Monthly Meeting• Partnership Menu under construction

Implementation

Re-Raising in the Short Term827 Re-Raises in Q3

2012881 Re-Raises in Q3

2013

12.27% Partner Retention Rate after Q3

2012

12.27% Partner Retention Rate after Q3

2012

Target of 25% of Customers Met by SG

Meeting

3% of Customers Met by SG Meeting

ANALYSIS.Of survey responses

3245%

13%

42%NPS score

% of promoters

% of detractors

% of passives

Level of trainee's motiva-tion53

Personal skills of trainee50

Professionalism of AIESEC

48 Professional skills of trainee

48

Logistical support upon arrival

46

Communication with AIESEC

46

Promoters Issues Level 1

ANALYSIS.Of survey responses

Selection Process40

Visa Documents and In-formation

33

Professional skills of trainee

29

Logistical support upon arrival

27Communication with

AIESEC27

Trainee preparation by AIESEC

22

Passives Issues Level 1

Professional skills of trainee

35

Selection Process29

Level of trainee's motiva-tion24Accessibility of informa-

tion18 Visa Documents and In-

formation18

Communication with AIESEC

18

Detractors Issues Level 1

ANALYSIS.

promoters

29%

45%

12%

3%

1%

DEFINITELY WILL

PROBABLY WILL

MIGHT OR MIGHT NOT

How likely are you to take another intern with AIESEC GIP?

passives detractors

22 14 1

28 28 2

PROBABLY WILL NOT

3 7 6

31

DEFINITELY WILL NOT 1

KEY RESULTS.

1. Selection Process is one of top issues specifically quality of candidates and its number, as well as the speed of the process

2. Customers are looking for more customization (promotion, length of internship, selection arrangement, way of doing exchange, etc.)

3. Quality of intern highly influences customer satisfaction

4. Any global system for customers satisfaction in B2B must be in native languages

How Can CLO Go Wrong / What Are the Challenges?

Entities focus on surveys, but not on re-raising or

customer loyalty

Entities move their resources

from new raising to re-raising

Entities don’t improve their products or processes

Entities view customer loyalty

as a one-time initiative, rather than the way we

do iGIP

Entities don’t see the relevance of CLO right now

Re-Raising• CLO Summit output customized for tiers• Entities and LCs making goals for new raises and re-raises in re-planning

framework• LC iGIP planning including every account, who is responsible, their goal,

and their action steps to retain and upscale the partner (aligned with CEPT)

• Re-raising menu on myaiesec.net to track MCs and LCs• Top 20 LCs in each region being tracked by RCs with bi-weekly webinars

from meProduct and Process Improvement

• Entities from CLO Summit pilot product and process improvements• Results of those pilots shared with the network so they can be

implemented by others

What’s Coming Next?

What do MCs need to implement long-term shifts in

CLO (maximizing the CEPT Model)?

What do LCs need to do the same?