clo steering team flow (1)
DESCRIPTION
TRANSCRIPT
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Customer Loyalty for Organizations
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Raise Match Realize
CLO
BI for Growth
Talent Capacity
for Growth
Market – Product Strategy
CLS LXP
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Vision of CLO
2011 Custome
rs
2012 Customer
s
2013 Customer
s
2014 Customers
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How to Get There
Re-raising in the short-term based on the 100 Days
Challenge and the CEPT Model
Customer Loyalty in the long-term with
product and process
improvements based on customer
insight
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Conversation• Recommended monthly touchpoint and quarterly
meetings at IC• Created video guide for Podio as a CRM—used by two
entities• 100 Days Challenge has led to conversations with at least
4.3% of our customersEngagement• Emphasized events and advisory councils at IC• Focus entities engaging customers, but lacking clear
GCPs and global direction
CEPT Model
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Product and Process Improvement• Surveys and focus groups bringing initial
hypotheses• CLO Summit plannedTalent Capacity• Every account should have a person responsible• Talent Capacity Strategic Meeting output
including structures, JDs, and learning and development for raising, account management, and re-raising
CEPT Model
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Specific• 8 focus entities with coaching on average
every 3 weeks—success depends on seriousness of VP (Turkey, China, Belgium, US)
General• Insights and GCPs from focus entities shared
with the network via GIP Monthly Meeting• Partnership Menu under construction
Implementation
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Re-Raising in the Short Term827 Re-Raises in Q3
2012881 Re-Raises in Q3
2013
12.27% Partner Retention Rate after Q3
2012
12.27% Partner Retention Rate after Q3
2012
Target of 25% of Customers Met by SG
Meeting
3% of Customers Met by SG Meeting
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ANALYSIS.Of survey responses
3245%
13%
42%NPS score
% of promoters
% of detractors
% of passives
Level of trainee's motiva-tion53
Personal skills of trainee50
Professionalism of AIESEC
48 Professional skills of trainee
48
Logistical support upon arrival
46
Communication with AIESEC
46
Promoters Issues Level 1
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ANALYSIS.Of survey responses
Selection Process40
Visa Documents and In-formation
33
Professional skills of trainee
29
Logistical support upon arrival
27Communication with
AIESEC27
Trainee preparation by AIESEC
22
Passives Issues Level 1
Professional skills of trainee
35
Selection Process29
Level of trainee's motiva-tion24Accessibility of informa-
tion18 Visa Documents and In-
formation18
Communication with AIESEC
18
Detractors Issues Level 1
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ANALYSIS.
promoters
29%
45%
12%
3%
1%
DEFINITELY WILL
PROBABLY WILL
MIGHT OR MIGHT NOT
How likely are you to take another intern with AIESEC GIP?
passives detractors
22 14 1
28 28 2
PROBABLY WILL NOT
3 7 6
31
DEFINITELY WILL NOT 1
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KEY RESULTS.
1. Selection Process is one of top issues specifically quality of candidates and its number, as well as the speed of the process
2. Customers are looking for more customization (promotion, length of internship, selection arrangement, way of doing exchange, etc.)
3. Quality of intern highly influences customer satisfaction
4. Any global system for customers satisfaction in B2B must be in native languages
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How Can CLO Go Wrong / What Are the Challenges?
Entities focus on surveys, but not on re-raising or
customer loyalty
Entities move their resources
from new raising to re-raising
Entities don’t improve their products or processes
Entities view customer loyalty
as a one-time initiative, rather than the way we
do iGIP
Entities don’t see the relevance of CLO right now
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Re-Raising• CLO Summit output customized for tiers• Entities and LCs making goals for new raises and re-raises in re-planning
framework• LC iGIP planning including every account, who is responsible, their goal,
and their action steps to retain and upscale the partner (aligned with CEPT)
• Re-raising menu on myaiesec.net to track MCs and LCs• Top 20 LCs in each region being tracked by RCs with bi-weekly webinars
from meProduct and Process Improvement
• Entities from CLO Summit pilot product and process improvements• Results of those pilots shared with the network so they can be
implemented by others
What’s Coming Next?
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What do MCs need to implement long-term shifts in
CLO (maximizing the CEPT Model)?
What do LCs need to do the same?