Consumed by Experience @Macquarie_UniA tale of customer focus, quest for lifelong loyalty and reinvention of service

by Chief Information O!cer Marc Bailey

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Macquarie University Campus Overview- what makes Macquarie Uniquehttp://www.youtube.com/v/YtZmylWOe6Ystart 0m0.0s end 2m16.89s1080p H.264

Australia’s number one modern university

QS world university rankings 2012

Macquarie ranks in the top two per cent of all

universities on the planet

Shanghai Jiao Tong rankings 2012

First Australian university licenced to dig

in Egypt’s Nile Valleyis Macquarie

Professor Naguib Kanawati 1988

Macquarie is home toEarth’s first child MEG and

Australia’s first whole-head adult MEG laboratories

KIT - Macquarie Brain Research Laboratory 2008

Australia’s only robotic storage and retrieval library

is at Macquarie University

Completed and opened in 2011

Macquarie campus is home for global leaders

New York Times Survey 2011

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Global CEOs place Macquarie in the top five universities for

Australian graduate recruitment

Macquarie@50

$1B capex in five years to 2014

$2.6B State Rail line opened 2009

$450M bond capital raised 2010

$130M Cochlear building 2011

Station Commercial Precinct 2014

Australian School of Advanced Medicine 2008

$50M Aquatic Centre 2009

$235M University Hospital 2010187 beds 16 theatres

$94M University Library 2011Robotic storage and retrieval

$130M Australian Hearing Hub 2013Corp, Gov, Edu audiology together

Day in our life

Burn rate: $2.3M/day38,000 students from 100 countries6,000 headcount, 180,000 alumniTrain station, 4000 parking spaces4750 food court meals/dayEleven restaurants and two hotels6850 rooms/spaces in 96 buildings4 super faculties, 12 dormitoriesGraduate management and medical schools

Open University, Applied Finance Centre, NSW education centre100+ clubs and societies16,000 concurrent wifi connections1000 classes/dayHospital, forest, observatory, pool, barn, lake, printery, shops, banks...12 corporate subsidiary entities20 TB intranet app core transit40 TB internet border transit

CIO Day One

Higher Ed seems than...harder▲easier ▼

Government CorporateOpex funding ▲ ▲Tech diversity ▲ ▲Consultation ▲ ▲Intellectual property ▲ ▲Capex funding ▲ ▼Complexity ▼ ▲Mission ▼ ▲Transparency ▼ ▲Regulation ▼ ▲Procurement ▼ ▲Change propensity ▼ ▲Bandwidth ▼ ▼

Higher Ed worldwide is tough...

Rise of consumerism and choice ●International competition and student mobility ●Technological disruption ●Volume explosion, margin decline ○Democratisation of accreditation ○Global markets seismic shift in capital ○Investment decline ○

Higher Ed downunder is tougher...

Varsity sport ecosystem and revenue ● ○Self-determined student services prices ● ○Government funding independence ● ○Significant private endowment ● ○Regulated undergraduate fee caps and placements ○ ●Commuter campus culture ○ ●Unionised employment environment ○ ●

http://www.moviespad.com/pictures/29287/survivor-logo/

We want you.And your kids.

We do quarters......of centuries

We live your dream

In webspace, everyone can hear you scream

#1 Digital Campus

Video: Student Thoughtshttps://truth.mq.edu.au/share/id/mquob5start 0m0.0s end 0m46s720x540 H.264

http://adsoftheworld.com/media/print/bpay_wally

place time

shift...

Source: Duarte Design - http://vimeo.com/14644468

sign

al

noise

University Service

reality

expectation

best casefunding

What youo!er

Whatthey want

Seekers and sources

What youo!er

Whatthey want

Typical

What youo!er

Whatthey want

Aligned

What youo!er

Whatthey want

Dysfunctional

What youo!er

Whatthey want

Delusional

What youo!er

Whatthey want

Chapter 11

What youo!er

Whatthey want

Consumer Relationship. Managed.

CRM Dilemma

student teachersta!er

managerregulator

researcher

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AdoptionUbiquityHolismSerendipity

Ubiquity

1

Metcalfe’s Law

Metcalfe’s Law

Metcalfe’s Law

Ubiquity underpins Adoption

Can’t placeshift and timeshift in pockets

If you’re not all in, consumers fall o! the edges and get shunted around inconsistently

Ironically utility pricing is problematic

Because you need everybody

Holism

2

Consumer RelationsEnquiry routing

Case management

Formsrouting

Knowledgebase

Campaign marketing

Process workflow

Lead generation

Participation ● ● ● ●Student services ● ● ● ● ●

International recruitment ● ● ● ● ●Research o!ce ● ● ● ●

Graduate schools ● ● ● ●HR and administration ● ● ●

Global programmes ●Incubation ● ● ● ●

One bubble at a time

Everything, everytime

Single view of consumer - Holy grail

Horizontal inclusivity > vertical exclusivity

Every touch point matters

Every quality variation matters

‣ Because experience is as much felt by consistency as quality

Serendipity3

Wifi

126 hectares. Up to 600Mb/s

ask.mq.edu.au

0

2000.00

4000.00

6000.00

8000.00

10000.00

March May July September November January

Enquries

Serendipity

Proactive engagement has a retention side e!ect

CRM interaction feedback loop detects spikes, allows faster course correction in unforseen ways

‣ Example: enrollment miscoding

http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm

AdoptionUbiquityHolismSerendipity

http://thisisindexed.com/2011/09/paying-for-what-you-want/

How?

Tech Dilemmas

high touch, high service ➡ cost inflation

consumerism ➡ heterogeneity

capex ➡ opex

new revenue ➡ 0

http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm

There’s a link for that

What works at scale? Think...

No manuals, training or onsite people

Great artists steal

cloud first

crowd best

consumer computing

+

http://www.soundgrooverecords.com/graphics3/sgr-crowd.png

Go to market

Consumerism Product Design Immaterialism(not service)

Tracker

iLearn Maps

iLab

iPrint

Truth

Space Storm

Datamart

DatabankDatamodel

One CRM to bind them

Tracker

powered by

Decisions, decisions

Horizontal not vertical

Adaptable

Body politic simpatico

Relative value

Customisable

Open source, discretionary risk profile

Tracker

powered by

Consumer relationships are continuous

The journey is the goal, not the reward

mailto:cio@mq.edu.auhttp://cio.mq.edu.au

@marcpbailey

Video:Macquarie University Campus Tourhttp://www.youtube.com/v/sH5DLFHX9w4start 0m0.0s end 1m23s1080p H.264