an academy customer experience benchmark...
TRANSCRIPT
AN ACADEMY CUSTOMER EXPERIENCE BENCHMARK OBSERVATION STUDY
Erik Bean, Ed.D Associate Professor American Public University, U.S.A.
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#CX Measurement in Flux
Measuring customer experience judicially depends on a company or institute’s leadership, culture, products or services and has varied in methodology. “When looking at a topic like customer experience within a business, it's first important to establish what a customer is”
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-- Creating a Customer Experience Culture, -- Simson
#CX Measurement in Flux
“Measuring a customers’ commitment is to gauge what J.D. Power…calls stickiness…” what independent research company J.D. Power calls stickiness or continued use of the company’s products or services based on the interactions with a company along the customer experience continuum.
-- Gary Tucker SVP Global Services & Emerging Industries,
J.D. Power and Associates
As cited in The Customer Experience Revolution -- Bean & Vantyne
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CX: Measurement What Matters to Customers
When measuring customer experience set aside customer retention or return on investment (ROI).
According to Joely Gardner, Ph.D. and CEO of Human Factors Research, the best method to measure customer experience is to, “Look at factors relevant to your customers”
-- Customer Experience Rules, Bean
Joely Gardner, Ph.D., Human Factors Research, San Diego, CA, U.S.A.
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Study Purpose & Design
Do universities understand and use CX leadership?
University of Phoenix, nontraditional students.
Most scrutinized university since 1976.
Launches new 2014 Website to complement the offerings of its Center for Leadership Studies and Educational Research (CLSER).
Target: Practitioner doctoral faculty and students to obtain a bona-fide research agenda. Support them in the research process including scholarship and camaraderie among more seasoned and published colleagues.
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Study Purpose & Design
Content analysis of a University of Phoenix research center website iteration to determine the level of CX theory used as well as the personas of its affiliates — dissertation chairs, students—who use the center to help them prepare research studies for publication.
Surveyed affiliates to see if implicit promises made, were kept, a requirement of purposeful CX design. drerikbean.com
Key Findings
1. The results demonstrated that the personas who needed the most publication assistance did agree that promises made were kept.
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2. The study documented a default CX Website iteration so that improvements could help move affiliate customers along the CX continuum with more interactions such as interactive webpages they requested.
Survey Sample
Represented University of Phoenix CLSER doctoral chair customer affiliates (121) furnished via research chair.
Affiliates have editing capabilities such as posting a biography, adding a blog, and proprietary portions of the Website.
According to Riffe, Lacy, and Fico (2005), “The value of research using a convenient sample should not be diminished” (p. 102).
Sample was broken down via three academic personas.
23 of the 121 available responded, nearly 20 percent.
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Key Question
With regard to your knowledge and use of the CLSER “Website,” would you say the messages of promises… of research and publishing assistance has been: very distorted, not accurate, somewhat distorted & not accurate, neither distorted nor inaccurate, clear & meets expectations, most clear & accurate.
40 % agreed most clear & accurate or clear & meets expectations
55 % agreed neither distorted nor inaccurate while 5 percent agreed that promises were somewhat distorted & not accurate.
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Personas
A fictional customer who represents a real segment of your market.
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© 2015 Customer Experience Rules!
Text by Jeofrey Bean
and Illustrations by Steve Hickner
Categorizing Personas
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Persona A Full-time chair with peered publication/ presentation experience
Persona B Part-time chair with peered publication/ presentation experience
Persona C Part-time chair with no peered publication experience
Website Promises Made, Promises Kept?
Persona A Full-time chair with peered publication/ presentation experience
Persona B Part-time chair with peered publication/ presentation experience
Persona C Part-time chair with no peered publication experience agreed most promises made, were kept
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CLSER Promises Made, Promises Kept?
Persona A Full-time chair with peered publication/ presentation experience
Persona B Part-time chair with peered publication/ presentation experience
Persona C Part-time chair with no peered publication experience agreed most promises made, were kept
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Website Improvements by Persona
Persona A Full-time chair with peered publication/ presentation experience less camaraderie.
Persona B Part-time chair with peered publication/ presentation experience
Persona C Part-time chair with no peered publication experience requested more live events and camaraderie.
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Website Stakeholder Feedback
Of the two responses received (100 percent response rate), Both agreed that while they had some CX knowledge, it was not purposefully used in the first CLSER Website iteration.
Even when prompted for any CX theory or CX well known authors, responses were left blank.
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Considerations
The hypothesis that the CLSER Website was published in a default state was true.
Was it a coincidence that approximately 50 percent of affiliates agreed that promises made were promises kept?
Could that number rise if CX theory is purposely applied?
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Summary
• No matter how rigorous higher education programs become, understanding the student and faculty customer empirical experience can have a profound positive affect on the customer lifecycle and scholarly output.
• Future researchers should apply a more quali-quanti approach to the promises made, promise kept question.
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Summary
• If the main purpose of the center is to create knowledge, then bolstering the interactions of the prospects involved should be considered a valuable measurement of all stakeholder’s success.
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Summary
• The Website needs to convey the crowning achievement of delivering thoughtful CX that leads to customer advocacy.
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How advocacy at a doctoral research center should be displayed or defined is open for exploration.
Results for All CX Advocates
• Competing institutions must differentiate themselves and using CX strategy should help accomplish this.
• Since the explosive growth of online education, academic market open for CX consultation.
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Recommended
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