AYA Local Coordinators and AYA students.

CUSTOMER SERVICE AND REFERRALS

SECTION 1

CUSTOMER SERVICE AND REFERRALS

Exceptional customer service lies at the core of our approach to raising awareness about the program. The concept is straightforward: By offering outstanding support to our volunteer host families and cultivating strong relationships, they become advocates for our program, leading to valuable referrals. Explore below for strategies to enhance the impact of the remarkable support you provide.

CUSTOMER SERVICE BASICS

Here are some tips to ensure you deliver top-notch support to your volunteer host families and host family leads:

1. Personalized Communication

Tailor your communication style and approach to suit the preferences and needs of each host family and host family lead. Address them by name, acknowledge any previous interactions, and demonstrate genuine interest in their concerns.

2. Prompt Follow-Up

Aim to respond to emails, calls, and messages ASAP and always within 24 hours. Research shows customers now expect a nearly instantaneous response (5 minutes being an ideal time!). Even a brief acknowledgment like, “I received your message and am working to provide you with a response,” demonstrates your commitment to timely communication and fosters trust.

3. Anticipate Needs

Proactively identify potential issues or challenges that host families and host family leads may encounter and provide preemptive solutions or guidance. Anticipating their needs demonstrates foresight and dedication to their satisfaction.

4. Close the Loop

Your responsibility extends beyond addressing initial inquiries. Ensure that every issue or question raised by a host family or host family lead receives a satisfactory resolution. While they may not always agree with the outcome, clarity and understanding are essential.

5. Local Expertise

Volunteer host families and AYA students value your local knowledge and the resources you provide to help them integrate into the community. Regularly update your cluster resources with essential information about education, healthcare, and local attractions. Additionally, organize community events and activities to foster a sense of belonging.

6. Building Relationships

Invest time in organizing engaging cluster meetings, facilitating mentorship programs, and fostering connections among host families. These efforts nurture a supportive community and transform host families into enthusiastic advocates for the program.

7. Practice Empathy

Effective listening and empathy are key components of excellent customer service. When host families or AYA students approach you with concerns, take the time to understand their perspective, validate their feelings, and collaboratively work towards solutions.

8. Continuous Improvement

Regularly solicit feedback from host families and host family leads about their experiences with the program and your support. Use this feedback to identify areas for improvement and implement changes accordingly. Additionally, stay updated on industry trends and best practices to enhance your customer service skills continually.

9. Transparency and Honesty

Foster trust by being transparent about program policies, procedures, and expectations. If there are any changes or updates, communicate them promptly and honestly. Avoid making promises that cannot be kept and admit mistakes when they occur, along with efforts to rectify them.

10. Gratitude and Recognition

Show appreciation for the contributions and commitment of host families and host family leads to the program. Express gratitude for their partnership, whether through small gestures like thank-you notes or tokens of appreciation, or public acknowledgment of their efforts within the community.

PRO TIP!

During Host Family Interviews, Host Family Orientations, or Monthly Check-Ins, provide host families and students with your business card and discuss your availability to address their queries within 24 hours during weekdays. This proactive approach demonstrates your accessibility and commitment to their support and reinforces trust in your service.

By incorporating these comprehensive customer service strategies into your approach, you can strengthen your relationships with host families and host family leads, ultimately leading to increased satisfaction, referrals, and the success of the AYA program within your community.

PROMOTE WITH WORD OF MOUTH

Word-of-mouth is a pivotal tool for expanding your cluster. Host families frequently choose AYA based on recommendations from friends and acquaintances. Satisfied host families, AYA students, schools, and your community networks will share their positive experiences, generating valuable referrals.

To optimize word-of-mouth referrals, consider the following:

AYA Program Resources

Familiarize yourself with all available “marketing” materials, including branded flyers, digital assets (ideal for online sharing and social media), and promotion tools. Access marketing resources, training materials and webinars, and material request forms by logging into your LC Portal and accessing the Resources or Training sections. There is also an entire module called Gold Standard Marketing, that you can refer to in addition to this manual. To address inquiries from prospective host families effectively, Local Coordinators should be well-versed in program details, student selection and host family vetting. Start by reviewing AYA’s intro video for comprehensive program highlights and benefits. AYA also has a useful eMarketing toolkit, with many tutorials and resources.

Audience Awareness

Local Coordinators should: Identify potential customers. Be aware of competition and recognize AYA’s unique advantages compared to other agencies and international programs out there.

Referral Incentives

AYA offers referral incentives for all program participants, Local Coordinators, and other community members who refer new host families. Stay updated on current referral incentives and regularly share this information with your cluster and community. Incentives serve as effective motivators for encouraging referrals.

Marketing Best Practices

In addition to these strategies, consider implementing the following marketing best practices.

By incorporating these strategies and marketing best practices, you can effectively harness the power of word-of-mouth marketing to amplify your cluster’s growth and enhance the success of the AYA program within your community.

Partner with local schools, community centers, and other organizations to increase visibility and reach potential host families.
Forge partnerships with local businesses or organizations that cater to families, such as childcare centers, family-oriented stores, or recreational facilities.
Explore co-branding opportunities, joint promotions, or sponsorship arrangements to expand your reach and tap into new networks.
Attend community events and networking opportunities to establish relationships and promote the AYA program.

Leverage social media platforms to share success stories, program updates, and testimonials from satisfied host families and AYA students.
Encourage current participants to share their experiences on social media, further amplifying your program’s reach.

Organize information sessions or webinars to educate prospective host families about the benefits of hosting an AYA student.
Provide comprehensive information about the program, address common concerns, and offer opportunities for questions and answers.

Identify enthusiastic and engaged host families in your network willing to serve as ambassadors for the AYA program.
Encourage them to share their experiences at community events, host informational gatherings in their homes, and act as advocates for the program within their social circles.

Seek opportunities to secure media coverage of your cluster events in local newspapers, magazines, or radio stations. Press releases highlighting unique stories, success stories, or community impact can attract attention and generate interest in the AYA program among residents.

THE ELEVATOR PITCH:

One essential tool for confidently marketing yourself and AYA in your community? A well-crafted elevator pitch!

What is an elevator pitch? It’s a concise statement that succinctly conveys who you are and what you do, ideally delivered in the time it takes to ride an elevator.

Craft your elevator pitch:

Grab attention – Start with a captivating opening sentence that piques your listener’s interest.
Example: “I specialize in cultural exchange matchmaking.”
Briefly explain what you do.
Example: “I assist local families in welcoming international students into their homes as part of a cultural exchange program.”
Let the listener know the type of individuals you’re seeking referrals from.
Example: “I’m always eager to connect with anyone who may be interested in hosting an international student and excited to explain how it can benefit your family!”

By developing a compelling elevator pitch, you can effectively communicate your role and the benefits of the AYA program, setting the stage for meaningful conversations and potential referrals within your community.

IGNITING REFERRALS AND CHAMPION MARKETING

How do you spark referrals from your cluster? Ask your host families for referrals through email. Create a tagline on your emails saying – “A Referral is Your Greatest Compliment,” and encourage students and families to promote the program as they engage with people at school or work, global awareness or cultural events, sports events, school, church, etc. Be creative! Referrals are our strongest method of finding new families!

View Sample Email Templates

MAXIMIZE YOUR REFERRALS

How can you motivate host families, AYA students, and other connections to spread the word about the AYA program, and you? Let’s discuss increasing your referral potential and the groups that can help you grow your business.

PRO TIP!

First step – ensure everyone in your network knows what you do and what you offer. Friends, neighbors, family – they are all excellent resources for sending you potential customers.

REFERRALS FROM HOST FAMILIES

Host Family Referrals account for nearly 15-20% of new host families each year. AYA encourages host family referrals by offering a referral payment to any host family who refers a new family to the program.

Host families can refer in two ways:

1. Complete the referral link on AYA’s website. We suggest that you bookmark this page for future use. The referred family must also indicate on their application the name of the referring host family.

2. Send their unique host family referral (aka social sharing) link to potential candidates. If a prospect registers using a family’s personal link, AYA will be able to match the referral on our end and reward them if their lead becomes a new host family!

REFERRALS FROM AYA STUDENTS

Because they spend their day with friends, teachers, coaches, and other relevant community members, AYA students are often the most visible face of the AYA program in your community. Local Coordinators can encourage AYA students to speak positively about the program with friends, teachers, and anyone who they encounter during their daily routine.

AYA students are eligible for a gift reward for each new host family they find who welcomes an out-of-country AYA student. Students are encouraged to complete the referral through AYA’s website and should ask the referee to list their name in the appropriate section of their host family application.

To receive payment for their referral, students must submit their referrals by June 1. If the student’s referred family selects a student after they have departed, alternate arrangements for payment will be arranged.

PRO TIP!
ASK for the referral!

Your host families want to refer families to you – people love talking about topics and experiences they love – but you can increase the chances they’ll send referrals your way, using the following tips:

• During each home visit, offer your host family a small stack of business cards and encourage them to share with friends and neighbors.

• Email check-in. When sending your monthly check-in email or newsletter, include a reminder about referral incentives. And be sure your email signature has a link for host families to refer (some Local Coordinators use wording like “a referral is your greatest compliment”).

• If you have a private Facebook/WhatsApp group for your cluster, set yourself a quarterly reminder to post about referrals in the group.

• Referrals can be virtual – remind current host families that posting about AYA and in community groups, by using their personalized referral link is another great way to earn that referral incentive.

• Referrals can come from out of state – yes! You and your family can get credit for out-of-network placements (see LC contract for details). This means you and your network can cast an even wider net!

CHAMPION MARKETING

Over time, we all can identify champions – advocates, ambassadors and/or volunteers in our clusters that are willing to recommend the program to others – and ideally encourage them to continue their support and spread the word on our behalf. Once you have identified your champions, it is important to both utilize them as well as let them know how much you appreciate their work on your behalf. Here are some pro tips to remember when working with your champions:

Express Appreciation: Have a host family who regularly serves as a reference for leads and/or rematch? Send them a handwritten thank-you note thanking them for being great members of the program and for their time and efforts. Having a “go-to” family to provide references to leads and rematch is really helpful!
Get a Quote – The next time a host family or AYA student sends you a compliment, ask if you can share their kind words with folks who might be interested in the program. Add the quote to your lead outreach emails. Testimonials from real host families are powerful motivators for your leads.
Positive Closure – When a host family takes a break, or otherwise leaves the program, send them a handwritten note, thanking them for participating in the program. Include a few of your business cards and encourage the host family to keep you in mind if their needs change or if they think of anyone else who would be a good fit for the AYA program.

HOST FAMILY RECRUITERS

Another great way to utilize your community network is to recruit your own Host Family Recruiters within your community. Recruiters live in your cluster area and are enthusiastic about cultural exchange, but do not perform the same function as a Local Coordinator. Their role is to promote the AYA program and spread the world about becoming a volunteer host family in your area! These are typically people in regular contact with our host family demographic. Host Family Recruiters could be realtors, school administrators, medical professionals, teachers, coaches, siblings, former Host Families, or neighborhood parents. If they are willing to speak with people, they know about the AYA program, they can be a Host Family Recruiter.

AYA will provide training and materials so that Host Family Recruiters are comfortable with the basics of the AYA program, as well as the competitive advantages offered by AYA. In return for referring families to AYA, Host Family Recruiters will receive a cash incentive for each family referral once the new family welcomes the AYA student into their home.

REFERRAL BEST PRACTICES

Track Referrals

Implement a system to track the performance of referrals and their conversion rates. This data can help you identify which sources of referrals are most effective and tailor your marketing efforts accordingly.

Post and Email Shareable Content

Leverage your existing resources by sharing great content, such as success stories, testimonials, or informational videos, that referrers can easily distribute to their networks. Engaging content not only enhances the probability of referrals but also effectively communicates the program’s distinct advantages. Explore your Local Coordinator portal and AYA’s social media platforms for illustrative instances of captivating, readily shareable content.

Forge Partnerships

Establish relationships with compatible businesses or organizations in your community to refer host families. Inform potential collaborators that they will receive a referral commission for every new AYA family recruited through their partnership once the student arrives.

Continue to Section 2:

Nurturing Leads

CUSTOMER SERVICE AND REFERRALS