Customer Flow

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

Intro
AIESEC to Youth
Our mission is to provide the best
possible leadership development for
young people through AIESEC.
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
implement customer-oriented
strategies to deliver value to every
single customer.
1

Table of Contents
Lets Get Things Straight
20%
50%
100%
About Structures
Next Level Extras

t
h
g
i
a
r
t
S
s
g
n
Lets Get Thi
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


n
o
i
t
a
r
i
p
s
A

t
u
o
Ab
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.

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

20%
d
e
t
r
a
t
S
g
n
i
t
t
e
G

20%

d
e
t
r
a
t
S
g
n
i
t
t
e
G
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

20% All EPs Pay 100% on Approve

It is important for our brand and reputation to ensure our
customers pay only when were sure we can deliver the product.
Only when the EP is approved in the system, can we be sure that
were delivering the leadership experience for him/her. Its 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 didnt
receive in the end. We were taking peoples 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

20% All EPs Pay 100% on Approve

Note
Dont
Make pre-payment. Put yourself in an
EPs shoes. Would you like to pay an
organization for an experience you do
not know you will be confirmed for?
Even if its refundable in some cases,
you lose money for a few months while
seeking for opportunities. Its a scary
thing for a customer! Not cool. :)

If you're one of AIESECs 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.

20% All EPs sign up only on YOP

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. Its a nightmare for our customer
and he/she will doubt how professional we are. Weve
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!

Dont
Use podio, spreadsheet or any other
tool for sign up!
8

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

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!

Dont
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.

50%
n
o
i
t
u
l
o
v
E
l
a
t
i
g
Di

10

50%

n
o
i
t
u
l
o
v
E
l
a
t
i
Dig

Simple Digital Experience - only 4 clicks until YOP sign up

Email Lead Nurturing for conversion
All opportunities follow ICX Opportunity Posting Guidelines

This means you aspire towards 100%

11

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.

12

Dont
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
opportunities
portal
opportunities.aiesec.org) flow

50% Email 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.

Dont

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 emails 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.

13

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 emails and align them with
your promotion materials

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.

100%
d
e
h
s
i
l
p
m
o
c
c
Mission A

15

100%

d
e
h
s
i
l
p
m
o
c
c
A
Mission
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

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 cant 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.

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

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

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 email)
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 Dening Elements from Leadership Quali=es.

Refer to the AIESEC Leadership Development Model booklet for more details.

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 (3.3.2.2.1.)
To conduct virtual and physical audits on standards
implementation and develop prevention campaign
based on findings
Provide consultancies upon request

http://internalcontrolboard.wix.com/resource-hub

21

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

Youve hit
100%?
CONGRATULATIONS for
evolving your entity to put
your customer first!

23

Next Level
Extras!
Now that youve put value delivery at the core, you can
consider the following extras to provide even better customer
experiences for young people.

Do
Centralization of digital ecosystem.
Centralized social media channels on MC level
LCs contributing to national content strategy

Customer Flow Implementation

CHECKLIST

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%

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
Email 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 www.aies.ec