oGIP Fundamental Changes
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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
Related Documents
