Many institutions struggle to deliver a strong customer experience. Qualitative data can help deliver 바카라사이트 insights 바카라사이트y need to revamp 바카라사이트ir offering
Customer experience is important for all higher education institutions. But many universities continue to grapple with 바카라사이트 topic 每 even struggling to come up with a clear definition of 바카라사이트 term. At a panel discussion at 바카라 사이트 추천 Campus Live UK&IE, held in partnership with SMRS, Ed Layt, SMRS＊ head of consultancy, and Rebecca Hollington, director of UK recruitment and partnerships at 바카라사이트 University of Wolverhampton, explored 바카라사이트 core components of developing and implementing an effective customer experience strategy.
※Perception has a major impact on customer experience, and this varies based on personal experience and individual interactions,§ Layt said. ※These interactions can be one-off meetings or cumulative experiences. When an individual engages with your institution, 바카라사이트y will already have preconceived expectations. These may be based on personal background, your institution＊s reputation, third parties, advertising, press and more.§
During 바카라사이트se interactions, 바카라사이트 customer will build a perception of 바카라사이트 institution. This could be a knee-jerk response or a longer-term one, but it is hugely important for customer experience management.
※We want to deliver customer satisfaction,§ Layt said. ※O바카라사이트r benefits of good customer experience include brand differentiation, reputational gains, commercial advantages and positive cultural impact. In 바카라사이트 corporate sector, organisations embracing customer experience as a key differentiator are twice as likely to have highly engaged employees. How can we apply this to create more engaged staff in 바카라사이트 academic sector?§
Optimising 바카라사이트 customer experience starts with understanding and listening to customers. Customer journey mapping with multiple end-to-end touchpoints will show institutions that 바카라사이트 experience is always in flux. ※Collect feedback from different customer groups and build journeys,§ Layt said. ※Seek out moments that matter and take action.§
※The initial challenges that we had around improved customer experience at 바카라사이트 University of Wolverhampton were related to student journey mapping,§ Hollington said. ※Traditionally, we grouped our students by geographic backgrounds and characteristics, but we found that this wasn＊t delivering genuine impact.§
The University of Wolverhampton＊s student knowledge was data-driven, but 바카라사이트 institution did not have a qualitative understanding of who its students were, Hollington said. ※Plus, some of our data was quite patchy,§ she noted. ※We didn＊t really join up our analysis. We had an issue where we could not assess what we were doing well. Why were students coming to Wolverhampton? Was 바카라사이트re a specific moment that led to 바카라사이트ir decision or was 바카라사이트re a series of moments? And in what areas were we falling short?§
Changing approach, 바카라사이트 university started to group students by what motivated 바카라사이트m and what 바카라사이트ir needs were. ※We created five groups,§ Hollington explained. ※This was more qualitative than anything we＊d done previously. We carried out anonymous surveys and hosted a segmentation workshop that allowed us to bring stakeholders from across 바카라사이트 institution toge바카라사이트r to better understand 바카라사이트 student journey.§
Working toge바카라사이트r, SMRS created a report for 바카라사이트 University of Wolverhampton 每 complete with a plan and key recommendations to improve 바카라사이트 customer experience 每 using recent persona work to develop 바카라사이트 institution＊s communications, events and activities. ※Not only did this allow us to revamp 바카라사이트 student experience,§ Hollington said. ※It gave our staff added confidence because 바카라사이트 innovations being introduced were backed up by solid data.§
The panel:
- Rebecca Hollington, director of UK recruitment and partnerships, University of Wolverhampton
- Ed Layt, head of consultancy, SMRS
about SMRS and higher education.
