Brand Advocacy for B2C

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With the customer finishing their exchange experience, this phase focuses on leveraging the EPs insights and turning them into a promoter. As someone who has lived through the product, it's important to gather feedback to improve the product and servicing, and have this EP promote on behalf to their network in order to expand AIESEC's reach to get more youth to go abroad on exchange and develop their leadership. 

On the local level, the effort is focused on timely and effective follow up with the returned EP. In order to be recognized as completed, the EP must report on the standards that were fulfilled on their exchange and complete an NPS survey to provide quantitative and qualitative feedback about their experience. Inviting a reintegration seminar is crucial to turn EPs into valuable assets inside and outside of AIESEC. These EPs can be reintegrated as IXP members or they can be equipped with the tools to promote their exchange even if they don't join. If Brand Advocacy is done run, there should be growth in exchange every year as more and more people are exposed to and knowledgeable about AIESEC exchange experiences.

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Value Delivery for B2C

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Now that the customer has been approved and are considered an Exchange Participants (EP), this phase focuses on delivering on the promise of leadership development. What does that look like? It means fulfilling the exchange standards alongside the entity abroad to create the right environment and condition for the EP to develop. 

On the local level for the sending or home entity (that's us), this includes expectation and preparation with the EP, providing departure support, and verifying exchange details related to the job and logistics. Remember: although standards may be designated as home or host entity, there is joint responsibility from both sides in making sure standards are tracked and fulfilled. 

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Consideration for B2C

Once interest is generated and there are a pool of leads to manage, this is where the lead nurturing and closing skills are key. In Consideration, the goal is to work with the leads to figure out the best opportunity for them. This means really understanding their goals, skill set and background, and using this information to recommend suitable opportunities for them to apply to, interview for, and ultimately get approved for exchange. 

On the local level, consistent and timely follow ups are critical to maintain customer engagement. Leads Calling, Consultations, Information Sessions/EPICs/Match Manias are various touch points that can help move a customer along. Always remember to have a clear call to action after each touch point so the customer knows what the next steps are. This process is meant to be quick: the time from their first touch point to getting approved should last two weeks for Global Volunteer participants, three weeks for Global Talent participants, and somewhere in between for Global Entrepreneur participants. Once someone is paid and approved, the youth is considered an Exchange Participant, and the true value of the product can be delivered to the customer.

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APPLIED TO ACCEPTED

NATIONAL SEARCHTOOLS

ENTITY PARTNER INFORMATION

ACCEPTED TO APPROVED

 

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Attraction for B2C

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The first step in the Customer Flow for Youth is Attraction! This step is where strangers (young people who are qualified to go on an AIESEC exchange) are introduced to AIESEC in order to become a lead (someone who is interested in going abroad).

On the local level, physical marketing activities are critical in ensuring that interest for the program is generated. These physical marketing activities can include boothing, classroom presentations, event management, and campus partnership meetings. Nationally, the focus is on using digital marketing channels. All these activities help to create a pool of leads to enter the sales funnel for the remainder of the customer flow.

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STANGER TO OPEN

CLASSROOM PRESENTATION

TABLING

DIGITAL MARKETING

LEADS CALLING

IMPORTING LEADS TO SALESFORCE

 

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