Customer flow and MKT

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CUSTOMER FLOW IN AIESEC


Understanding the Customer Flow of AIESEC Youth

Student/recent graduate who is willing to go for internship with AIESEC

AIESEC

SENDING ENTITY (SE) HOSTING ENTITY (HE)

ENABLER

Any opportunity taker (NGO, COMPANY, SCHOOL)


Understanding the Customer Flow of AIESEC Both young people and enablers have a relationship with aiesec as customers in 4 different moments: ATTRACTION PHASE

CONSIDERATION PHASE

VALUE DELIVERY BRAND ADVOCACY PHASE PHASE

Our customers’ profile is shifting while they move from one phase to another: THE THE PERSON/ENAB PERSON/ENABL LER IS A ER IS A VISITOR STRANGER

THE PERSON/ENABLER IS A LEAD

THE PERSON/ENABLER IS A CUSTOMER

THE PERSON/ENABLER IS A PROMOTER


Status of customers in our system (EXPA) Name

What does it mean?

How to progress to other status

Open

A person who registered on OP is marked as Open. An Open might have or have not applied to any opportunity.

An Open moves to Accepted status when the Opportunity manager has clicked on the Accept button.

Accepted

A person whose application has been accepted by Opportunity manager and is pending to sign the EP acceptance note.

An Accepted moves to In Progress status when the EP AN has been signed and is awaiting approval from both EP and Opportunity managers.

A person is in progress once he/she signs the EP AN and is undergoing the selection process.

An In Progress moves to Approved status when both the Opportunity and EP manager click Approved button.

A person is considered Approved when he/she has a confirmed opportunity and is now undergoing preparation for his/her internship experience.

Approved moves to Realized status when the Opportunity Manager clicks Realized button. Note: Realization will appear in the Analytics according to the Start Date of the Opportunity as in the form.

In Progress Approved Realized Completed

A person moves from Realized to Completed one day after the Experience end A person is Realized when he/she has started the first day of his date of the Opportunity. internship. Note: The status change happens automatically as per the dates.

A person has the Complete status when his/her internship experience has ended.


ATTR

CONS

VD

B ADV

stranger

LEAD

customer

Promoter

Visitor

ACCEPTED

approved

open

IN PROGRESS

Realized

• he gets to know about AIESEC through different • HE is looking for the answer from the opportunity channels: social media, website, on ground marketing managers, applying, preparing for interviews. (class visits, flyers, booths) • He goes through rejections or no answer, makes • he is going through lots of opportunities, He signs decision which EP AN to sign up (which converts customer profile to lead) • He gets contacted by sending entity • He is making a payment and signing contract with sending entity • FINAL APPROVAL

Youth

Click apply

S E

Complete

• He GOES through all formalities like visa • He is getting to know the information about pick up, hosting, entity etc. • He is attending OPS • FLIGHT, PICK UP 1st day of work

• He is Involved with AIESEC Community (LC & EPs) and goes through IPS • HERE IS where the MAGIC HAPPENs! 1 day after end date

Get accepted by EP/OPP manager

• ONLINE MKT • SOCIAL MEDIA ATRRACTION • ON-GROUND MARKETING • PRMOTION MATERIALS (VIDEOS, FLYERS, BOOTHS, ETC.) • PROVIDE EMAIL SUPPORT

• MANDATORY CONTACT. • INTERVIEW BY SENDING ENTITY. • CALLING EP TO MAKE SURE THEY SIGN THE ACCEPTANCE NOTES. • approve shortlisted eps. . • payment and contract signing.

• Documents • delivery of ops • Constant follow up

• POSTING OPPORTUNITIES (S&S: 2,4,5,6,10,11) • CHECK APPLICATIONS. • PRODUCT IMPROVEMENT. • JD clarification Value proposition presentation – story telling, testimonials • Partnership building

• SHORTLISTING AND REJECTING APPLICATIONS. • interview with company (gip) • follow-up companies for final decisions. • approve shortlisted eps.

• • • • •

PICK UP HOST FAMILY/BUDDY intro DELIVERY oF IPS ASSISTANCE Documentation related to placement

• First interaction with aiesec Getting in touch with aiesec due to referrals • Strategic alliances • Expectation setting – correct value proposition understanding • browse available profiles • 1st meeting

• Agreeing on timeline • Reinforce value proposition and role of company in developing leadership potential • Shortlisting of candidates • Company selection • Company rejects • Company interviews

• • • • • •

Expectation setting (between company and EP) Company preparation booklet Company involvement to ips Specification of jd Documentation related to placement Introduction to company, regular feedback,

NEXT SLIDE

AIESEC H E

ENABLER

• He is flying back home • He wants to give and receive feedback • He shares the experience through NPS, other showcasing strategies and to friends/family • He attend reintegration seminar

• delivery of re-integration seminar (s&s 16). • gather experiences for showcasing. • guide returnees to take more opportunities or go to llc.

• Evaluate standards accomplishments for product development • improvement. Based on feedback • Experience evaluation + nps survey analysis • Showcasing and re-integrating the ep

• Experience evaluation • Intern providing insights to company • Re-raising opportunity


VD (Value delivery) customer REALIZED

APPROVED

HOSTING ENTITY (S&S: 1,2) • send document to approved eps with info about pick-up and preparation booklet. • prepare and execute logistics for pick-up. • contact ep with host family and buddy. • provide support for visa/work permit process.

1st day of work

AIESEC

SENDING ENTITY (S&S: 1,9,12,13,14,16) • ep managers provide official documents about VISA/WORK PERMIT, INSURANCE, XPP, AIESEC PURPOSE, INFO ABOUT COUNTRY/TERRITORY. • delivery of ops (AIESEC PURPORSE, CULTURAL PREPARATION, PERSONAL GOAL SETTING, LEADERSHIP DEVELOPMENT SPACE, EXPECTATIONS SETTINGS)

SENDING ENTITY • constant follow-up on the eps experience (S&S 4,6,10,11). •provide assistance whenever needed for quality cases. •showcasing activities based on eps experience. •contact host entity to ensure co-delivery of ep lead (s&s 15) HOSTING ENTITY • take intern for first day of work (s&s 7) • provide document with info about individual responsibility and goals (s&s 8). • delivery of ips (S&S 15) • constant follow-up on the interns experience (S&S 4,6,10,11) • provide assistance whenever needed for quality cases. • showcasing activities based on interns experience. • offer activities/opportunities for interns to get involved with aiesec (ep lead). • provide document with information about departure two weeks before the internship ends (s&s 3).

1 day after last day of work

WHERE THE MAGIC HAPPENS


How can we accelerate approving process?

SENDING ENTITY ATTR AIESEC

• ONLINE MKT • SOCIAL MEDIA ATRRACTION • ON-GROUND MARKETING • PRMOTION MATERIALS (VIDEOS, FLYERS, BOOTHS, ETC.) • PROVIDE EMAIL SUPPORT

CONS • MANDATORY CONTACT. • INTERVIEW BY SENDING ENTITY. • CALLING EP TO MAKE SURE THEY SIGN THE ACCEPTANCE NOTES. • approve shortlisted eps. . • payment and contract signing.

VD • Documents • delivery of ops • Constant follow up

B ADV • delivery of re-integration seminar (s&s 16). • gather experiences for showcasing. • guide returnees to take more opportunities or go to llc.



ATTR

ONLINE MKT

We have to find best channels where youth are and where we can aproach them. It can be attraction through University channels, stuents groups, discussion forums, blogs, etc.

SOCIAL MEDIA ATRRACTION

Here we need to think how to boost peope to get engage with AIESEC in Social Media (not only offiial pages) Things what we share, our friends and the most important thing our EPs. And if we will engage with that, comment, share we will attract more people

PRMOTION MATERIALS (VIDEOS, FLYERS, BOOTHS, ETC.)

I think that this is preety obvious, but here I would like to underline the most important thing: QUALITY and Right place! Our materials needs to keep peeople’s eyes on it!

PROVIDE EMAIL SUPPORT

Make sure taht you are sending 2 things: - Welcome mail for your Eps who register in YOP (max 24h) and it is responsibility of OGX


CONS

E-mail MKT

Weekly your EPs are getting mailing with opportunities CLEAR – SIMPLE – CALL TO ACTION

INFO SESSIONS

Make sure that message that your OGX is passing is attractive, materials presented clear and preety We are communicating country partners

PRAPARTION OF EPs

MKT should have role in EPs preparation before going for an exchange: make sure that your EPs are collction materials, are sharing it with you (videos, pictures, they can do LIFE!, using right hasthgas, tagging AIESEC)

PROMOTION of YOUR LC

Take a chace of your EPs going to other LC and try by them to promote your LC (some materials, maybe booklets)

OPS

During OPS showcase opportunities, bring there people who can make powerfull presentation about their exchange, show them how excited is to go for exchange


This is what never happen in Portugal: Showing live experiences of EPs! They do it now!

VD

Materials gathering

Gather materials from them! Ask them to do life – from their work Ask them to record video for you (horizontaly) Ask to share pictures, write story or an article And show use it for showing it for your current candidates!


Together with your OGX – prepare amaizning IPS

IPS

Attract people to join AIESEC!

Showcasing

Gather all showcasing that this person have, make an interview, create content.

Build relationship

Make sure that you will kee in touch with this person, in order to capitalize on him/her for futer events, promotion etc.

B ADV


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