transforming the student experience: tools and techniques ... · customer experience map learn the...

Copyright © 2017 - Transforming Solutions, Inc. All Rights Reserved

TSI – Transforming Solutions, Inc.www.transforming.com

Transforming the Student Experience: Tools and Techniques That Matter

January 31, 2017

http://www.transforming.com/


ObjectivesYou will leave this coffee break:

1.Thinking differently about your customers/students/constituents;

2.Understanding a few tools and a method to use on your

institution

3.Knowing (at least the basics) how to use a tool to define the current

customer experience.

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Warning

3


Caution

Is a student a customer?

How about a parent?

Grandparent?

A corporation?

NOTE: Will refer to these key constituents as “Customers”

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“We see our customers as invited guests to a party, and we are the hosts. It’s our job

every day to make every important aspect of the customer experience a little bit

better.”

In highly competitive environments, brands are judged not for product price or

quality, but for the experience they build around it. (Jeff Bezos, Amazon)

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Agenda

• Start

• Learn about Customer Experience: Definition and Analysis

• Finish

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Recent Higher Education Clients

http://www.memphis.edu/


Representative Clients

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What We Do: TSI's Core Service Offerings

Creating a technology roadmap; Aligning technology to ensure technology enables the strategy of the business.

Objectively assessing critical technology; ensuring strategic alignment and evaluating ERP Platforms.

Assessing and improving all aspects of Portfolio, Program, and Project Management (P3M) to improve project delivery, and to execute the strategy of the organization.

Aligning “the people” dimension and ensuring Delivered Results “Stick” by maximizing adoption - Change Management is critical to project success.

Training employees to assess and improve organizations; creating self-sufficiency in an organization and remove barriers to change.

Designing an experience that leads to a competitive advantage, while building a culture of continuous improvement that streamlines operations, enables growth, and creates value.

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• Customer Experience

• Student Experience

• Alumni Experience

• Faculty Experience

• …

#Trending

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• Why do you think this AWARENESS of Customer Experience has been receiving the

attention it has?

FEEL FREE TO MESSAGE

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Customers in Higher Education• Higher Education has many “customers” and they vary across

different units within a university– Perspective Students– Students– Parents/families– Alumni– Faculty– Departments– Colleges– Community– External entities

“Student experience”

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Higher Education Life Cycles• Each customer has its own complex lifecycle

– What stage of the life cycle does your work address? • 1000 ft view:

– ie. prospective student–admitted student–new student–graduating student/future alumni–alumni

• 100 ft view: – ie. interested student—applicant—accepted student—enrolled student

• 10 ft. view: – ie. How does an accepted student enroll, choose a major, and find

housing?

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Benefits of CX in Higher Education• Applying CX in HE can have a wide range of benefits

– Increased enrollment– Increased persistence/retention– Higher utilization of services – Increase revenue– More positive employee experience– Increased community and alumni support– Enhanced brand loyalty

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Correlation?

15Amount Spent

Low

HighLow

High

Exp

ect

atio

ns

• Demand: Number of Alternatives/Competitors for that “customer”

• Is this a “high emotion transaction”?

• Other?


Environmental Challenges

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• Desired “Unfair Advantage”

• Current State– Personas

– Expectations

– Environment

– Process/Flow

– Roles/Org Structure, and

– Technology

• Desired Experience

• What else?

CX Components

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• What does a prospective student experience when (s)he has a question about your institution?

• To apply to your institution, obtain information about financial aid and scholarships, seek

availability about housing, understand the total cost of earning a degree, learn about potential

employers, how many different departments and/or people might this prospective student have

to engage with?

• 1?

• 2?

• 3?

• Possibly even 4 or more?

• When applying, then registering for classes, then housing, and finally financial aid… how many

times would one student provide the same information (name, address, SSN, parents’ info…) to

your institution?

• How disparate or coordinated is the information your institution shares with the student?

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How Do You Rate?

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ETDBW HTDBW

1 2 3 4 5+

Copyright © 2017 - Transforming Solutions, Inc. All Rights Reserved20

Tool #1: Touchpoint CountProcesses # of Touchpoints

(unique people or roles)

List of Touchpoints

Recruit to Admit

Admit through Registration and Housing

Request Counseling and Change Major


• Maintain enrollment for this academic year?

• Create zealots that are loyal to the institution, want to dress their newborns as your school mascot, post those pictures on FB, contribute $ to the institution, brainwash their kids to go there….

• What are you doing to create loyalty to:– Prospective students

– Fresh, Soph, Jr. Senior, Masters, PhD

– New grads

– Older Alumnus, or

– Other constituents

• What are you doing to that diminishes their enthusiasm for the institution?

Your Perspective?

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• Who are your constituents and what makes them unique?

• What are the moments that matter to them?

• How can you consistently, cost effectively deliver?

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The Nickel Question


• What would the experience “look” like if it was designed by:– Incoming Freshman

– College Transfer

– Military Student

– Grad Student, or

– Professor?

Your Perspective?

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CX Foundation/Layers

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Optimized

Improving

Consistent

UA Defined + Current State is Understood


Customer Experience Approach

Fact-find and develop an accurate depiction while being considerate of customer segments, channels and key scenarios.

Create: Current

Customer Experience

Map

Learn the MTM, Analyze (SWOT and/or OFI); Understand your desired Unfair Advantage (UA).Analyze:

Understand Moments That Matter (MTM)

Design your desired CX by architecting an experience around the MTM and SWOT.

Design: Tailored and Transformed

Customer Experience

Develop a Business Case/CBA, Define a Proof of Concept/Segment, Pilot/Deploy, adjust/reconfigure if necessary…

Implement: Pilot, Test and

Improve

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UA: Summary of Key points:

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Now you have to incorporate this into key areas of your institution

Function of: Quality x Originality/Uniqueness x Servicex Convenience/comfort/location x Price

Operating in the context of your target customer segment(s) and your service offering


Tool #2 – Your Unfair Advantage

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Netting it out – Describe your NEW Unfair Advantage. Consider the following format:

We (do this/address this/provide this product and/or service)

HOW:

(add clarifying descriptors including how it is better, faster, cheaper than other options)

So that you benefit

(add clarifying descriptors)

Augment by a memorable story and example (potentially this is where you tailor it by industry, company size, region, etc.


Three Strategies of Market Leaders

Product Leadership:

• Create the best products or services.

• Defined by invention and individual creativity.

• Ex. Apple Computer

Operational Excellence:

• Deliver quality, price, and ease of use.

• Defined by consistency, efficiency, and discipline.

• Ex. Southwest Airlines

Customer Intimacy:

• Deliver what specific customers want.

• Defined by relationship, flexibility, and “personal touch.”

• Ex. Nordstrom

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from "The Discipline of Market Leaders" by Treacy and Wiersema


CX Map – 3 Parts

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A. Voice of the Student

B. University Analysis

C. Future State Design


Tool #3 – Customer Experience Map

Phase Learn of University or Program Seek Information Visit Campus Follow up

Key StepsReceive Advice

Google searchMore

Research

Send + Receive e-

mail - inquiryMore Google

Learn about college recommendation

sites

Contact for visit

information

Receive e-mail visit

detailsVisit

Hear back via US mail

See and Hear

· Hear - solicited and unsolicited advice· See an incredibly large number of options· See universities I’ve never heard of· Hear many strong opinions – Go here, go there..· My counselors have no idea what some colleges are known

for..even those in my state!

· See options and links – some are broken L· Here back from Admissions via Phone

·

·

·

·

·

·

Think and Feel

· I have no idea where I want to go – there are so many options

· Feel like I don’t really even know where to begin.· Feel pressured and frustrated

· Think about my first college visit – so excited· Feeling even more overwhelmed – where do I want to

go, what do I want to study, will I know people there, what if it doesn’t work out

· Fear

·

·

·

·

·

·

Touchpoints and Channels

· Parents - send e-mails with ideas· HS Guidance Counselor - e-mails with ideas· Websites· Friends· Teachers+coaches – usually their alma mater

· Same as at left· Admissions·

·

·

·

·

·

·

Metrics

· Hours – time spent searching ·

·

·

·

·

·

·

·

·

Activity / Emotion

Customer Experience Map: Inquire about admissions; Campus visit Current State

Overwhelmed with the number of universities and programs

Searching via Google, other ranking websites to learn more; Confused – who do I contact – website

directory is confusing;

Where do I park? We got a parking ticket! Arghh. Tour guide seemed aloof.

Hooray – someone contacted me

Voice of the

Student



Analysis

Personas + Moment that

“Matter”

Personas: Moments that Matter:

· 1st time college student Campus Visit, Acceptance/Rejection, Reviewing total estimated costs and Financial Aid, Job Placement

· Organized, High Performer (not 1st time college student), Self Pay Campus Visit, Acceptance into Honors program, Reviewing total estimated costs and Financial Aid, Affordable housing options, Job Placement

· Military student Acceptance/Rejection, Financial Aid, Grants, Job Placement

· Community College Transfer, Parents Pay Campus Visit, Acceptance/Rejection, Credit Eligibility, High End Housing Options

· Married Student Campus Visit, Married Housing options, Reviewing total estimated costs and Financial Aid, Job Placement

Opportunities for Improvement (OFI)

OFI:· Currently do NOT attempt to adjust the process per the type of

student, other than credit eligibility· We need to tailor our entire process per the MTM for each agreed

upon persona.

OFI:·

·

OFI:·

·

OFI:·

·

University Analysis



Desired Key Steps

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11 Step 12

Desired See and Hear

· See words on website and in marketing material that align with our defined personas

· “Train” HS Guidance Counselors on our reputation striving to be the best for Married Students, Military and ...

· Billboards with our accolades·

·

·

·

·

·

·

·

·

·

Desired Think and Feel

· Strive for the desired personas to think+feel “I can fit in here”

· I can do this. I can pay for this.· I will get hired.· I won’t have more than $10k in debt.

·

·

·

·

·

·

·

·

·

Desired Metrics

· # of touchpoints - 1

·

·

·

·

·

·

·

·

·

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Desired Activity / Emotion

Unfair Advantages/

Goals

Voted “Best University” for Married Students

“Concierge-Like” Recruit to Admit Services Application Response Time within 24 hours

Customer Experience Map Future State

Personas + Moment that

“Matter”

Personas: Moments that Matter:

· 1st time college student Campus Visit, Acceptance/Rejection, Reviewing total estimated costs and Financial Aid, Job Placement

· Organized, High Performer (not 1st time college student), Self Pay Campus Visit, Acceptance into Honors program, Reviewing total estimated costs and Financial Aid, Affordable housing options, Job Placement

· Military student Acceptance/Rejection, Financial Aid, Grants, Job Placement

· Community College Transfer, Parents Pay Campus Visit, Acceptance/Rejection, Credit Eligibility, High End Housing Options

· Married Student Campus Visit, Married Housing options, Reviewing total estimated costs and Financial Aid, Job Placement

Total Cost of Education no more than 75% of the #1 Choice

Phase Learn of University or Program Seek Information Visit Campus Follow up

“This could be a Perfect Fit”


Gaps – How to Capture?

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• Look and Feel

• Smell

• Sound

• Logistics, or

• Other dimensions?


• CX = UX

• Customer Loyalty = Customer Experience

• Focusing only one part of the process

• Not expecting tangible value

• Doing this without outside expertise

o Staying in your industry

o Using people who are too close

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Misconceptions + Mistakes


Customer Experience Approach

Fact-find and develop an accurate depiction while being considerate of customer segments, channels and key scenarios

Create: Current

Customer Experience

Map

Learn the MTM, Analyze (SWOT and/or OFI); Understand your desired Unfair Advantage (UA)Analyze:

Understand Moments That Matter (MTM)

Design your desired CX by architecting an experience around the MTM and SWOT

Design: Tailored and Transformed

Customer Experience

Develop a Business Case/CBA, Define a Proof of Concept/Segment, Let ‘er rip, adjust/reconfigure if necessary…

Implement: Pilot, Test and

Improve

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1. Know what your UA is (or should be)

2. Know Current State

3. Research competition and other sources of influence

4. Think in “lifecycles;” holistically understanding the entire end-to-end set of related processes

5. Define key Personas

6. KNOW what moments matter (MTM)

7. Design amazingness

8. Plan the execution with MTM in the forefront.

Top Takeaways

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Next Steps

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• NCCI Annual Conference - Community of Discovery Session - Focused on Student Experience

Next Steps

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Questions?


Dan FeelyManaging Partner

847-705-0960 ext [email protected]

Contact TSI

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