CLICK TO EDIT MAKING THE MOST OF THE MOMENTS THAT MATTER MASTER TITLE SLIDE HELOA, 16 JANUARY 2020
82 £21m 32 £1.2b Staff across 2 offices Of media billings annually University clients Trading power through offering a full marketing dentsu aegis service 20% 82% 350k 200 Of our work is Of our work is Goal conversions Years of international digital in last 2 years education experience in the team SMRS IN NUMBERS We operate out of offices in London and Manchester
W H A T W E D O D E L I V E R A D V I S E • Campaign strategy, research, planning, buying • Who? – Understand target audiences and implementation (customers!) – data analysis, segmentation, persona development • Content and Conversion Marketing • What? – Portfolio Development and competitor • Across all media channels – Bought, Earned, analysis Owned • Where? – Identify market opportunities, BEO • Channel and audience insight analytics, customer journey mapping, outreach • Measurement, analysis, tracking & reporting and CRM strategies • Creative services • How? - Brand definition and development, • Web Development content marketing
TODAY’S SESSION Introduction • What is customer experience? • Why is it important? • Where to start? Workshop • Get to know your persona • Plot their journey Institution case study • University of Wolverhampton Questions?
WHAT IS CUSTOMER EXPERIENCE?
THE CUSTOMER’S PERCEPTIONS AND RELATED FEELINGS CAUSED BY THE ONE-OFF AND CUMULATIVE EFFECT OF INTERACTIONS WITH A UNIVERSITY’S STAFF, STUDENTS, SYSTEMS, CHANNELS OR PRODUCTS.
THE CUSTOMER’S PERCEPTIONS AND RELATED FEELINGS CAUSED BY THE ONE-OFF AND CUMULATIVE EFFECT OF INTERACTIONS WITH A UNIVERSITY’S STAFF, STUDENTS, SYSTEMS, CHANNELS OR PRODUCTS.
WHAT IS CUSTOMER EXPERIENCE? P E R C E P T I O N S I N T E R A C T I O N S • Reputation • Digital, web, CRM • Rankings • Offline • Third parties and influencers • Direct contact • Advertising • Third party • Press • Rational / irrational decision-making At different phases of the student journey At different phases of the student journey
WHAT IS CUSTOMER EXPERIENCE? P E R C E P T I O N S I N T E R A C T I O N S • Reputation • Digital, web, CRM • Rankings • Offline • Third parties and influencers • Direct contact • Advertising • Third party • Press • Rational / irrational decision-making At different phases of the student journey At different phases of the student journey CUSTOMER EXPERIENCE MANAGEMENT HAS TO FOCUS ON ALL OF THESE
WHY IS IT IMPORTANT?
WHY IS CX IMPORTANT? 89% OF COMPANIES EXPECT TO COMPETE MOSTLY ON THE BASIS 2014 2018 OF CUSTOMER EXPERIENCE, VS 36% FOUR YEARS AGO Source: Gartner
WHY IS CX IMPORTANT? ENGAGED AND LOYAL CUSTOMERS ARE… 5x 7x 4x MORE MORE MORE LIKELY LIKELY LIKELY to re-purchase to try a new offering to refer Various sources: collated from Customer Thermometer – Customer Service stats 2019
R E V I E W S M A T T E R 92% Told UCAS that reviews were important to their firm reply choice. Source: UCAS End of cycle survey (2017 entry) 89% Final year students believe reviews should be important to others UCAS Finalist survey 2017 3rd Most important factor in ‘reply’ decision UCAS Track survey (2017 entry)
Gen Z 48% Millennials 41% Gen x 38% Source: convinceandconvert.com SECOND PERSON WORD OF MOUTH
WHERE TO START?
H O W T O U N D E R S T A N D C U S T O M E R E X P E R I E N C E Four important aspects to understand: • Touchpoints applicants have with you • Importance of each touchpoint on applicant decision-making • Applicants expectations at each touchpoint • Applicants experience at each touchpoint All from the customer’s perspective.
WORKSHOP
PERSONAS
EXAMPLE PEROSNAS • Profile • Description • Reasons for choosing University • Challenges • Comms Preferences • Contact • Attitudinal statements
G E T T I N G T O K N O W Y O U R P E R S O N A S In your groups, spend 5 minutes: • Reviewing the persona you have been given • Consider their attributes • What is their back story? • What type of person are they? • What are their challenges and worries? • What are their motivations to study? • Which touchpoints did they experience in the journey and how do you think they may have felt at these moments?
P L O T T H E J O U R N E Y
P L O T T H E J O U R N E Y On your journey map, spend 10 minutes: • Considering the experience from your persona’s perspective • Chart the journey with dots on each touchpoint • Where are the high and low points • Identify the key moments that matter All from the student’s perspective. Come together as a wider group to feedback on findings.
CUSTOMER EXPERIENCE PROJECT S
E X A M P L E P E R S O N A S
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