Getting familiar with Customer Gauge

https://www.cg-express.com/an/login.php

Becoming a customer-centric organization is fundamental for AIESEC to reach itsmidterm ambition. This will enable us to:- have satisfied customers who are willing to promote AIESEC and to multiplytheir experiences- take into account our customers' feedback to react much faster to their needs- innovate in projects/activities by involving our customers in terms of productcreation

- ensure that all the participants that go through our TMP/TLP/GIP/GCDPprogrammes will live a quality experience through constant improvement ofour processes

Through this presentation, you will get to learn how to get the data you need fromthe platform as well as key questions you should ask yourself to analyze thedata.

Remember, developing loyal customers needs both technology and businesspractices. It’s not just about learning how to navigate on the CG platform butabout how you are using this data to increase the quality of the experiencefor your customer and how you are communicating about it to them.

Why CEM?

MAIN PAGE

Analysis tabNPS current

score(all programmes,all status, current

month)

NPS currentscore breakdown(all programmes,all status, current

month)

Cases opened (ieEPs asking to be

contacted byAIESEC)

EMAILS AND SURVEYS

Here you can check what emails your EPs receive ateach stage of the process and according to the

programme

Here you can check how the surveys look like for eachof the programmes

Example of surveyfor GCDP

REPORTS

• Date range:– Select the dates for which you want to analyze your data

• Increment:– Select the display of the data: by day, by week, bymonth, by year or customized

• Filter by:– Date of answer: when the survey was answered– Survey date: when the survey was sent to theEPs/TMP/TLP• Use this for response rate analysis

– Experience date: when the experience was lived• Use this for fire-fighting

Selecting your data for the reports

Selecting your data for the reports(advanced options)

• Programme– Select the programme according to your focus (GIP, GCDP, TMP, TLP)

• Status– To analyze data for process improvement => review «matched» and

« realized » status– To analyze for product innovation => review « completed « status

• Home country:– Select a country /entity for OGX analysis from this country

• Host country– Select a country/entity for ICX analysis from this country

• Home LC:– Select an LC for OGX analysis from this LC

• Host LC– Select an LC for ICX analysis from this LC

NPS report• Breakdown of NPS

• Breakdown of responses(Per category of customer)

• Breakdown of responses(per category of customerand NPS score)

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

What can I do with NPS report?

• Evaluate your current trend :– What is the overall evolution of your NPS score?– How is this influenced by your timeline in terms ofprogrammes (X and TMP/TLP) ?

– What is the correlation between the number ofresponses and NPS score? Are they followingthesame trend?

NPS by segment

• Breakdownof NPS for allprogrammes

Ex of data from AIESEC France from January to June 20th 2013

Overall NPS score forall programmes forselected dates

What can I do with NPS segment?

• Choose your focus in terms of programmesbased on NPS score:– What is my priority in terms of investment?– What are the GCPs in terms of CEM that I have inthis programme that I can implement in otherprogrammes to boost my NPS score?

NPS evolution

• Evolutionof NPSbased on customercategory

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

What can I do with NPS evolution?

• Analyze the variation of customer categories:– Is your number of promoters increasing?

• If yes, showcase your impact and use them forpromotionalstrategies (and share GCPs!)

– Is your number of detractors increasing?• If yes, check what are the main detractor issues andREACT fast to change the trend

– Are you converting your passives into promoters?• If not, what are the key elements preventingthem frombecomingpromoters?

Responses

• Breakdown ofcumulativeresponsesoverall in %

• Breakdown ofresponses in absolutenumbers

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

Responses

Overallresponse rate

Reactive Eps!

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

What can I do with reponses?

• Analyze the evolution of your response rate:– Is this aligned with your programme timeline?– How strong is your primary response rate (ie, howreactive are your EPs/ TMP/TLP?)

– Is your response rate strong enough for you todraw conclusions (ie over 50%)?

– What should you do to increase your responserate?

NPS frequency

• Breakdown of NPS score according to thescore given

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

What can I do with NPS frequency?

• Analyze the breakdown of your customers:– How many are detractors/passives/promoters?– What is your main category of customers?

• Define priorities in terms of focus groups:– Converting passives into promoters– Decreasing number of detractors to ensure betterquality XP

– Leveragingon promoters to attract morecustomers

Self-select issues

• Breakdown ofreasons forsatisfaction/unsatisfaction

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey dateand promoters only

What can I do with self-select issues?

• Check top issues for promoters anddetractors at each step of the process:– Are they the same?– What exactly should you focus on to make sureyour NPS score increases?

– What are your customers reallysatisfied/unsatisfiedabout in the service youprovide?

– How should you review expectations with countrypartners based on this feedback?

FIRE-FIGHTING

Task details

• Breakdown ofcases opened/inprogress/closed

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by experiencedate and detractors/passives only

Keep in mind• Case open: Automatically done by the system

after an EP asks for support

• Case In Progress: EP contacted, problemidentified,action steps set. This status remainsduring the execution of the action plan/steps

• Case Closed: EP issue or need has been solved ordoesn't exists anymore

• The status are managed and changed by thehome entity

What can I do with fire-fighting cases?

• React ASAP to each case and track its progress:– Ensure proper resources are invested for fire-fightingso you can respond quickly to each case

– Contact host entity to check up on EP’s case and howyou can support home entity to close the case

– Develop clear communication strategies with all theparties involved

– Define success factors for fire-fighting– Review expectations with country partners based onfire-fighting cases

ADMIN

Data transport report

• Summary of thenumber of emailssent & number ofresponses/nonresponses

Ex of oGIP data from AIESEC France from Januaryto June 20th 2013; filter by survey date

Overall response rate

Tips & Tricks

• If you click on responses or non responses,you will get the email addresses of all the EPsthat received the survey

What can I do with thedata transport report?

• Check your non reponses– Contact the Eps/TMP/TLP that have not answeredto the survey and get LIVE FEEDBACK (do not relyon the system only)

• Check your responses:– Contact the Eps/TMP/TLP that have answered tothe survey and get LIVE FEEDBACK (do not rely onthe system only) to validate your conclusions

KPI CHECK-UP

How to check KPIs

• For Response rate:– Reports/Responses– Admin/Data transport report

• For % promoter:– Reports/Net Promoter Score

• Calculate:Number promoter/Numberof responses

• For Cases opened/closed:– Fire-fighting/Task details

Being a customer-centric organisation is a promise.A promise that each and every one of our

GIP/GCDP/TMP/TLP participant will live a high-qualityexperience.

Let’s make it happen!