Customer Flow. Implementation Guide. How to move towards a customer-centric AIESEC for Youth

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1 Customer Flow Implementation Guide How to move towards a customer-centric AIESEC for Youth

2 Intro AIESEC to Youth Our mission is to provide the best possible leadership development for young people through AIESEC. Table of Contents Let s Get Things Straight 20% 50% 100% About Structures Next Level Extras From the moment a young person first hears about AIESEC, he enters the Youth Customer Flow (CF). First time hearing about the Customer Flow? Please check the Customer Flow in AIESEC document. It is the role of every entity to i m p l e m e n t c u s t o m e r - o r i e n t e d strategies to deliver value to every single customer. 1

3 Let s Get Things Straight Customer Flow Implementation is about reviewing the current organizational processes and structures we have that enable us to deliver better customer experiences based on value delivery on a national and local level. Our implementation journey is narrowed down to 3 levels: 20% 50% 100% Your goal is to move through the different stages and ensure that you are tackling the different elements to move towards 100%! Note In this booklet we refer to old SOP as YOP - Youth Opportunity Portal. The change is just a follow up on the decision that students are no longer the only customer of AIESEC, but we are offering our products to any young person. 2 Please refer to AIESEC Experience booklet for more details

4 About Aspiration As we describe our success in accomplishing the points throughout the Customer Flow, we will use the term aspire. Every entity aspires towards the next stage until it is accomplished. In this context, we as a global organization aspire towards 100% implementation, meaning we all strive towards creating an organization that is truly customer-centric and driven by providing our value proposition, developing youth leadership. 2

5 Challenges Do you have any of the following in your entity? EPs pay before approved? EPs sign up on an external form and YOP? EPs are not directed straight to YOP from the website? This means you aspire towards 20% 3

6 20% Getting Started 4

7 20% Getting Started All EPs pay 100% on Approve All EPs sign up only on YOP All EPs apply by themselves In this stage, you aspire towards 50% 5

8 20% All EPs Pay 100% on Approve It is important for our brand and reputation to ensure our customers pay only when we re sure we can deliver the product. Only when the EP is approved in the system, can we be sure that we re delivering the leadership experience for him/her. It s only fair he/she pays in that moment. Keep in mind, unlike other organizations, our product is NOT pla9orm access. As AIESEC, our main job towards EPs is to ensure leadership development through the following products: Global Talent, Global Volunteer and Global Entrepreneur. Yes. We know that payment on Approve may represent risk for cash flow and it might decrease your income in an instant. But think about it. Cash flow is a one time change. If it comes to decrease of income - those people were paying for something which they didn t receive in the end. We were taking people s money with them receiving nothing in return. Is that a practice which will lead us to engage and develop every young person in the world? 6

9 20% All EPs Pay 100% on Approve Note Don t Make pre-payment. Put yourself in an EP s shoes. Would you like to pay an organization for an experience you do not know you will be confirmed for? Even if it s refundable in some cases, you lose money for a few months while seeking for opportunities. It s a scary thing for a customer! Not cool. :) If you're one of AIESEC s customers, would you want to pay before getting know the products/ services? NO! If we trust our service quality and values, your customer would not run away because they will believe what you believe. Value and impact is what we want but not just numbers or money. Yes! We understand that it might demand legislation and changes in your entity compendium. Please take a look at the resource centre and find some good case practice on how other AIESEC entities have dealt with this situation. 7

10 20% All EPs sign up only on YOP 8 Do you like filling your personal data on a sign up form? Neither do we! This is why as an entity we need to ensure that every young person willing to go on an exchange with AIESEC does that only once! On the Youth Opportunity Portal. Imagine having to put the same data in a google form or Podio form and on YOP. It s a nightmare for our customer and he/she will doubt how professional we are. We ve heard way too many times I already filled it once, why do I need to do so all over again. Now is the time to change it! Make sure that your entity only uses one sign up on OP! Don t Use podio, spreadsheet or any other tool for sign up! Do Redirect people to OP website for registration from any point of the attraction Keep in mind, having only one sign up doesn't mean it needs to be OP, as long as it automatically makes the EP an account on OP. For example, a registration form on the website that redirects EP to YOP automatically with an account

11 20% All EPs apply by themselves One of the main rules of business is: DO NOT make decisions for your customer. Our EPs should have independent access to the platform and make decisions on what they want to apply for. Your entity should however support them in the journey - for example giving tips and tricks or sending them great opportunities! Don t Take EPs password and login and apply for them! It is not customer centric. Limit EPs by telling them you can ONLY go to country XYZ - you can suggest your partner countries, but you should not force them to choose only from limited number of opportunities. 9

12 50% Digital Evolution 10

13 50% Digital Evolution Simple Digital Experience - only 4 clicks until YOP sign up Lead Nurturing for conversion All opportunities follow ICX Opportunity Posting Guidelines This means you aspire towards 100% 11

14 50% Simple Digital Experience - Only 4 clicks until YOP sign up Every additional click you put on your website makes it harder for your leads (potential customers) to get to your product and they might get stuck in one of the steps. Simplicity should be a must in your digital experience, meaning that the less required from the customer, the better. Go through your flow and just get rid of all those steps that don't make sense or that ask for provided useless information. You should end with a process that allows your user to browse our opportunities after MAXIMUM 4 clicks. Now think, what if you allow your customers to be just ONE click away of thousands of opportunities. Don t Collect information that the user will need to provide again on their platform profiles. Do L e v e r a g e o n t h e Y O P ( Yo u t h o p p o r t u n i t i e s p o r t a l - opportunities.aiesec.org) flow 12

15 50% Lead Nurturing for Conversion Your leads are not always ready to buy so you should guide them and continuously sell your product for them to move through the flow. If you want them to convert them to customers, from Attraction to Value Delivery (Yes, when they get approved ;) ) you should constantly nurture them with not only promotion of your product but also valuable content for them. Think of all those times when you signed up to Amazon and browsed looking for some book but you didn't buy it at the end. Then you got s suggesting that book and others similar to it. Our processes should be like that! Offering for example different destinations or projects based on SDGs. Also, include relevant content to them such as blogs or videos. Don t Don't spam your leads! Do Sign up for the global GetResponse integration if you don't have a lead nurturing system for your entity Invest time designing your lead nurturing s and align them with your promotion materials 13

16 50% All opportunities follow ICX Opportunity Posting Guidelines As the new customer flow transforms AIESEC to be more customer and leadership-centric, the roles of marketing and entity partnerships are changing accordingly to support it. In particular, one of the important things we need to take into consideration is how we are marketing our ICX opportunities to young people on the platform. Are the Job/Project titles interesting? Are the images attractive? Are young people inspired to click and read more? In order to ensure our digital evolution, we need to strategically market to our customers abroad - young people applying to internships in our entities. We developed an ICX Opportunity Posting Guideline for you to better showcase your opportunities on our platform. Check it out! Attractive opportunities = More Approved EPs = More Leadership Development! 14 Please refer to Opportunity Posting Guideline for more details.

17 100% Mission Accomplished 15

18 100% Mission Accomplished Every entity ensures LEAD is based on Defining Elements Every EP/intern receives the 16 S&S Every entity has an Entity Control Board in place Once complete, the focus is to take value delivery beyond! 16

19 100% Every entity ensures LEAD is based on Defining Elements What we aim to do, is to use LEAD to achieve leadership development in the experiences we deliver. How we do that specifically is through the Leadership Development Spaces from the 16 SnS, which are essentially LEAD (standard 15 and 16). As an entity, you need to ensure that the LEAD content you deliver and produce for EPs is based around the Defining Elements from the Leadership Development Model. Thus, in doing so, the outcome is to develop young people with the 4 Leadership Qualities. Leadership Qualities & Defining Elements 3 MYTHBUSTERS ABOUT LEAD 1. LEAD can be about any topic NO. LEAD should be based on the Defining Elements and should aim to address the overall Leadership Qualities the EP needs to gain. 2. Leadership Development Spaces in S&S and LEAD are the same thing YES. Leadership Development Spaces include facilitation of LEAD. 3. We can t measure LEAD We will. Through SOGA and random sampling checks, we will ensure that LEAD is aligned to Defining Elements. 17 Please refer to the AIESEC Leadership Development Model booklet for more details.

20 100% Every EP/intern receives the 16 S&S How will it be measured? By the end of 2016, customers will be able to indicate if they have received the 16 standards and satisfaction. This is how will be measure entities on fulfillment of Standards and Satisfaction. 18

21 100% Every EP/intern receives the 16 S&S 1. The EP can legally enter and stay in the country/territory and perform the activities stated in the Opportunity. AIESEC has provided in written format all the information required to arrange for any documents, visa or work permits that may be required. 2. The EP is picked up by a representative of AIESEC. The Host entity will state in the Opportunity where the EP will be picked up/options on where will the EP be picked up. Before realization the Host entity has provided written information to the EP on any domestic transportation required to arrive at this point of pickup. 3. The Host entity has offered in written format information on how to depart from the country two weeks before the end of the internship. 4. The Job Description executed by the EP has to correspond with the Job Description of the Opportunity. 5. The internship lasts from a minimum of 6 weeks to a maximum of 78 weeks from the first day to the last day of the internship. 6. The activities related executing the Job Description are a minimum of 35 hours/week for GIP and 25 hours/week for GCDP 7. A representative of AIESEC accompanies the EP to the place/organization of work on the first day of the internship. 8. The host entity has provided EP or ensured EP knows individual responsibility and goals in a written format latest one week after the start of the internship, and the EP acknowledges to have received, understood and accepted it. 19

22 100% Every EP/intern receives the 16 S&S 9. The home entity ensures that the EP has a valid insurance policy to cover basic medical costs for the duration of the exchange. 10. The accommodation standard, conditions and costs during the internship correspond to the information provided on the Opportunity. AIESEC arranges this accommodation for the EP. 11. The Opportunity specifies if any financial or non-financial compensation would be provided during the internship and the actual conditions correspond with it. 12. The home entity has provided minimum information to the EP about AIESEC purpose, inner and outer journey and role of exchange in it, in a written format. 13. The home entity has provided the AIESEC standards and the XPP in written format to the EP who acknowledges in a written format to have received, understood and accepted them. 14. The home entity has provided with basic information regarding the country/territory of their internship in a written format including as a minimum information on culture, political situation, safety, living standards, home and host contacts (phone number and ) 15. The Opportunity has to state what leadership development spaces and opportunities are offered by AIESEC before, during and after the internship. The delivered spaces have to correspond with the Opportunity. As a minimum standard host entity must offer one Incoming Preparation Seminar/Meeting (or leadership development of EP and follow up on his/her personal goals set before traveling) once the EP arrives to the host entity, and before the internship starts.* 16. The EP has been provided with information in written format on what leadership development spaces and opportunities are offered by the home entity before, during and after the internship. The delivered spaces have to correspond with the information provided. As a minimum standard home entity must offer one Outgoing Preparation Seminar/Meeting (including space for personal goal setting) before EP leaves for internship, and one Re-integration Seminar/Meeting at the end of the internship (when EP comes back). * 20 Note 15&16. The spaces/opportuni=es need to be based on Defining Elements from Leadership Quali=es. Refer to the AIESEC Leadership Development Model booklet for more details.

23 100% Every entity has an Entity Control Board in place WHY? To make entities more customer centric and ensure leadership development by fulfilling leadership development by fulfilling standards in every AIESEC product. ECB RESPONSIBILITIES Ensure Standards & Satisfaction and Customer Experience Management Implementation on AIESEC Products. They are the final decision making body on the national level cases that violate the XPP ( ) To conduct virtual and physical audits on standards implementation and develop prevention campaign based on findings Provide consultancies upon request 21

24 For LCs Every LC structure is centred around Value Delivery to ensure focus on leadership development. About Structures For MCs The elements of a CXP JD is embedded within the MC structure, as a role, or distributed amongst the team. Definition of the CXP JD: Ensuring each checklist is done in my entity Responsible for evolving value delivery beyond the minimum 22

25 Next Level Extras! You ve hit 100%? Now that you ve put value delivery at the core, you can consider the following extras to provide even better customer experiences for young people. CONGRATULATIONS for evolving your entity to put your customer first! Do Centralization of digital ecosystem. Centralized social media channels on MC level LCs contributing to national content strategy 23

26 Customer Flow Implementation Challenges Do you have any of the following in your entity? EPs pay before approved? EPs sign up on an external form and YOP*? EPs are not directed straight to YOP from the website? This means you aspire towards 20% CHECKLIST 20% Getting Started All EPs pay 100% on Approve All EPs sign up only on YOP All EPs apply by themselves In this stage, you aspire towards 50% 50% Digital Evolution Simple Digital Experience - only 4 clicks until YOP sign up Lead Nurturing for conversion All opportunities follow ICX Opportunity Posting Guideline In this stage, you aspire towards 100% 100% Mission Accomplished Every entity ensures LEAD is based on Defining Elements Every EP/intern receives the 16 S&S Every entity has an Entity Control Board in place Once complete, the focus is to take value delivery beyond! *YOP = Youth Opportunity Portal For more information, visit

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