Customer Loyalty For Students

Customer Loyalty for StudentsSteering Team – November 2013Rotterdam, the Netherlands

Customer Loyalty for Students IntroSteering Team – November 2013Rotterdam, the Netherlands

1st Challenge:Delivering on our purpose

depends upon our ability to deliver quality leadership development

in every experience

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 before

20122015

The Experiences We Deliver Today

Safety

StandardsSafety

SatisfactionStandardsSafety

SafetyWe Don’t Care

• Current Reality:

Increase amount of assaults, deportation, arrests, injuries, deaths..etc.Our membership are not able to act proactively or reactively towards safety measures.

Because We Don’t Understand

No safety policy or prevention measures exist globally

We Don’t Fulfill


One of the main reasons of why we have unsatisfied customersMembership are not clear with what are the standards and why is it important to fulfill them

StandardsBecause We Don’t Know

No clear analysis or measures of delivery of the Standards

We Don’t Improve

Entities are not improving based on customer feedback and unclear about howEntities don’t even log-in or are familiar with their NPS score

SatisfactionBecause 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

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


International SOS

Insurance

Safety Policy & Guidance

Standards Definition

Measuring & tracking standards

deliveryICB role and

evolution

Culture Building

Network Education

Global CEM

Improve systems

CLS Plan for 2013/2014

We Don’t CareBecause We Don’t Understand

We Don’t FulfillBecause We Don’t Know

We Don’t ImproveBecause We Don’t Listen

Safety

Standards

Satisfaction

We CareBecause We Understand

We FulfillBecause We Know

We ImproveBecause We Listen

Safety

Standards

Satisfaction

CLS Part I:SafetyWe 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. 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?

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

AIESEC Safety

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

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 between safety stakeholders (hospital, embassy, contact person)

• Ability to know movement of every EP

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

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

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

Safety

CLS Part II:StandardsWe don´t fulfill because we don‘t know

Safety


Safety

Standards

SafetyWe Don’t Fulfill


One of the main reasons of why we have unsatisfied customersMembership are not clear with what are the standards and why is it important to fulfill them

StandardsBecause We Don’t Know

No clear analysis or measures of delivery of the Standards

SafetyEnsuring 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

SafetyCurrent KPIs

% of exchange experiences that

meet the standards

Safety

Satisfaction(Customer Experience Management)

CLS - Steering Team – November 2013Rotterdam, the Netherlands

CLS Part III:SatisfactionWe don´t improve because we don‘t listen

Safety

We promise to put our people first,

and we won’t accept anything less

Safety


International SOS

Insurance

Safety Policy & Guidance

Standards Definition

Measuring & tracking standards

deliveryICB role and

evolution

Culture Building

Network Education

Global CEM

Improve systems

CLS Plan for 2013/2014

SafetyCustomer 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.

Safety

NPS

CEM

Customer loyalty

The data

How to transform data into action

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

Customer centric culture

Response rate

Fire fighting

Process improvement

Product development

Promoter strategy

Safety

Make it a ‘thing’1

2

3

4

EducateAllocate responsiblesTrack, analyse & act!

4 Tips for MC to implement CEM

Safety

Make it a ‘thing’1

MC

•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


SafetyMC

•Conferences

•LC Visits

•Webinars

2 Educate


SafetyMC

•MC Responsible -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

3 Allocate responsibles


SafetyMC

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!

4 Track, analyse & Act!


Safety

Want even more detailed “How”?

Safety


Customer centric behavior

Response rate

Fire fighting

Process improvement

Product development

Promoter strategy

Safety

Safety



Response rate

Fire fighting

Process improvement

Product development

Promoter strategy

SafetyFire fighting flow

Safety

Safety



Response rate

Fire fighting

Process improvement

Product development

Promoter strategy

Safety

SafetyCo-delivery

Safety

Thanks!!

Customer Loyalty For Students

Documents

Transcript of Customer Loyalty For Students