Post on 11-Jul-2015
Introduction to Customerexperience management
1. Session
Customer Experience managementchallenge
We need to provide better customer experience because…
... because market leaders do
...because of the purpose of thisorganisation
“The best thing about exchange is to explore your abilities as in personal as in professional way and its all connected with culture, practise, according LC, other trainees, local people and overall your attitude. As more you will try to do your best, as more you will get...“
Zane Vilnīte. Latvian, Intern in The Netherlands - GIP
“My experience in Cluj-Napoca was fantastic. More than causing a positive impact in the Romanian society was to know how important is to develop empathy with a culturally different people . You are only able to understand a different culture when you experience and live it yourself.”
Matheus Mello. Brazilian, Intern in Romania - GCDP
... because 2015 means that we have to provide high-qualityexperiences
... because 2015 means that we haveto provide 600 000 unique experiences
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1949 1999 2013
Supply and demandmanagement
National projects
Country to country partnerships
Customer experiencemanagement is neither a „must do“ nor strategic
initiative...
...it should be a habit of the 86 000 members of this organisation whowant to leverage youth´s potential
Where is Quality?
MoS : Net Promoter Score
Measuring quality with onlyone indicator would be
over-simplifying
MoS
KPI
KPIKPI
KPI´s MoS
• Response rate
• % of promoters
• Casesclosed/Casesopen
• Net promoterScore
Net promoterscore
Customer Behaviour
Purchase - Refer
• Organizational
• Long term results
Micro - Level Macro - Level
If we want to grow to 302 X thisyear, we have to increase our
customers loyalty
KPIs
• Response rate
• % of promoters
• Cases closed/Cases open
Importance
• How engaged are ourcustomers with AIESEC
• How good are we atcreating powerfulexperiences
• How quickly are we able to respond to our customersneeds
Why? DesignData
collection
Analysis
/reporting
Actions/
operations
Why? DesignData
CollectionAnalysis / Reporting
Actions / Operations
• To provide more and better experiences
• Measure of Success: Net Promoter Score
• Key Performance Indicators:• % promoters• Response rate• Cases closed / Cases Open
Leadership we need• Long term thinking• Action driven• Customer oriented
Why? Design Data Collection
Analysis / Reporting
Actions / Operations
Surveys based on EP Flow and Programme Definitions
Transactional surveys for GIP/GCDP are sent every 2 weeks per experience, on 3 touch-points: Matched, Realized, Completed
Relational Surveys for TMP/TLP are sent every 6 months per person.
Why? DesignData
CollectionAnalysis / Reporting
Actions / Operations
Outsourced IT platform to survey customers and have standard reports
Database management by AIESEC International
Why? DesignData
CollectionAnalysis / Reporting
Actions / Operations
Defined role towards customer & data usage for every level of the organization: MC, LC, and, AI
Reporting (different per level)InternallyExternallyProgramme Participants
Why? DesignData
CollectionAnalysis / Reporting
Actions / Operations
For every level of the organization,Clear action plans based on the role towards customer & data usage
Defined HR structure
Incentive systems aligned
Why? DesignData
CollectionAnalysis / Reporting
Actions / Operations
At all levels!
Managed by AIESEC
International!
Where the action
happens!
So why is it sodifficult to do it?
There is nothing more difficult to take in hand, more perilous to conduct, or more
uncertain in its success, than to take the lead in the introduction of a new order of things!
(Machiavelli)
"For the things we have to learn before we can do them, we learn
by doing them„ (Aristotle)
Is this enough to becustomer oriented?
Even if we know, if we do it, there is something missing!
Change will never be led bydocuments, booklets, wiki, this
session…
Nothing can replace your leadership.
Your leadership is your biggest asset, and therole of this generation is to lead AIESEC in
Austria
First task
• Fill „custome feedback analysis“ template
• Set your goals in NPS for each program for Q4
• DDL – 29th october