oGIP Fundamental Changes

oGIP Fundamental Changes

Brand Experience Customer Centricity

Transformed Brand Experience

that works like a Social

Network as opposed to a closed-

system,

!

!

!

!

enables us to focus on mass-

attraction and brand

experience delivery.

1

Brand Experience1

Brand Experience

"A brand is no longer what we

tell the customer it is—it is what

customer tell each other it is."!

Scott D.CookBoard of Directors,P&G

1

Brand Experience

"A brand is no longer what we

tell the customer it is—it is what

customer tell each other it is."!

Scott D.CookBoard of Directors,P&G

A perception.

1

2 cases from Coca cola

Brand Experience1

Brand Experience1

Brand Experience

brand experience is conceptualised as sensations, feelings, cognitions, and behavioural responses evoked by brand-related stimuli. Such stimuli appear

as part of a brand’s design and identity, packaging, communications, and environments.

1

Brand Experience

brand experience is conceptualised as sensations, feelings, cognitions, and behavioural responses evoked by brand-related stimuli. Such stimuli appear

as part of a brand’s design and identity, packaging, communications, and environments.

Heart.Mind.Thinking.Feeling.Actions

1

1

The AIESEC Marketing Flow

High-level, rich-media, establish deep emotional

connection to basic human values and organizational

values.

Inspire

Generate human-level connection and interest to

the AIESEC essence (values, mission, purpose, people,

address key life challenges).

Content Type

Marketing Journey

End Objective

StrangerCustomer Flow stage

Dear Sophie

The AIESEC Marketing Flow

High-level, rich-media, establish deep emotional

connection to basic human values and organizational

values.

Education focused packaging that provides

for confidence in conversion. “How-to

guides, success stories, tips, FAQ’s, research

articles.”

Resources to increase successes of customer experiences. Such as “Starter Package eBooks,

Experience Tip Sheet, Words of Advice from AIESECers, engagement.

Deliver superior brand experience and customer

service to create promotors and future loyal customers who share about their experiences

Inspire Trust & Confidence Support Action &

Convert Develop Empower

To empower AIESECers to feel valued,

appreciated and empowered to share their experiences—activation

of brand love

Generate human-level connection and interest to

the AIESEC essence (values, mission, purpose, people,

address key life challenges).

Content Type

Marketing Journey

End Objective

Bring life to AIESEC experiences through

videos, blogs, testimonials, events, pr.

Support users with resources for customer experience

success (soft & hard tools)

Connect value of opportunity with the needs of the

potential customer

Customer (Match to Complete) Promoter Stranger

Customer Flow stage In Progress

Open Lead

Clear directions for action steps to becoming a

customer

Signs up to Opportunities Selection Process Matched to Opportunity

First Day of Experience

Call-to-actions on opportunities and

opportunity marketing—

previewing the experience.

Attraction focused marketing that provides clear understanding of

our full range of programs, and the

benefits to them—value propositions.

16

Marketing Never Stops.1

17

2

Shifts our focus from process management

!

to !

develop quality leadership experiences

2

What is Customer Centricity ?

Customer Centricity is to align an organisation’s

development/delivery of its products/services around the

current and future needs of a select set of customers in

order to maximise their long term value to the org.

2

Customer Centricity is to align an organisation’s

development/delivery of its products/services around the

current and future needs of a select set of customers in

order to maximise their long term value to the org.

2

Customer Centricity is to align an organisation’s

development/delivery of its products/services around the

current and future needs of a select set of customers in

order to maximise their long term value to the org.

2

Being the trusted advisor

Customer Centricity requires the org to be

willing and able to change its organisational

design,performance metrics,and member incentive

structures to focus on this long-run value delivery

process.

2

oGIP Fundamental Changes

Brand Experience Customer Centricity