Midlands Conference 2013 - the three key components of student experience
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Midlands Conference 2013 - the three key components of student experience Presentation Transcript

  • 1. The Three Key Components of Student Experience Innovative Practice to Support the Student Experience AUA Midlands Conference 27th June 2013 University of Birmingham This presentation can be downloaded until 1st August 2013. Please see next slide for details.
  • 2. The Three Key Components of Student Experience Jon Colman www.redvanilla.co.uk Notes on using these slides 1. This presentation can be downloaded from www.redvanilla.co.uk/aua 2. Please feel free to use and edit any of these slides within your organisation 3. Please don’t use the slides outside of your organisation 4. Please include the Red Vanilla copyright note if using the Customer Experience diagram 5. This presentation includes links to customer experience related YouTube clips and to the various national standards referred to in the presentation.
  • 3. Customer Experience Why Customers Quit Build a Strategy National Standards Our Customer Journey
  • 4. Customer Experience Why Customers Quit Build a Strategy National Standards Our Customer Journey
  • 5. The total of all the interactions a customer has with an organisation, viewed from the customer’s perspective Organisations should aim to provide customers with a positive experience Customer Experience
  • 6. The total of all the interactions a customer has with an organisation, viewed from the customer’s perspective Organisations should aim to provide customers with a positive experience Customer Experience
  • 7. Customer Service Customer Care Customer Expectations Customer Experience ©Red Vanilla 2013
  • 8. The delivery of a service • Measured by cost, quality, speed, effectiveness • Speed of response to email enquiries • Provision of car parking on an open day • Quality, range and cost of accommodation and food • Quality of teaching, speed of marking • Availability of IT across a university Customer Service
  • 9. The delivery of a service www.browzer.co.uk Customer Service
  • 10. The way in which a service is delivered • More difficult to measure, strongly based on customers perceptions • Determined by tone of voice, the words used, body language, facial expressions • Tone of written communications, formal, informal, friendly • Signage Customer Care
  • 11. The three key components of Student Experience
  • 12. Chat with us online It may interest you to know that you can speak to our Enquiries Team using our online instant chat service every Tuesday. Each week, they are availabile from 2:00pm to 3:00pm (BST) and are happy to answer any questions you may have about study in the UK. To start chatting during these hours, please follow the below link: Online Chat If you are not able to reach us during these hours, you can also contact us via our Virtual Advisor and receive instant advice. If you cannot find the information you are looking for, you can also submit your question to one of our advisors who will be happy to give you a personal response as soon as possible. Customer Care
  • 13. What is the customer expecting • Customer expectations are not met, met or exceeded • Customer expectations need to be managed • We may need to find out what our customers are expecting so we can manage these expectations Customer Expectations
  • 14. • Installing a firewall at the office • “Simon - The favourite computer geek at Wornham Hoggs” • The clip which is not available on Your Tube can be licensed for an annual fee of approximately £600 from www.bbcmotiongallery.com 20 Customer Experience
  • 15. • What sort of experience is the customer expecting? • Out of 10 how would you rate the customer service provided? Why? • Out of 10 how would you rate the customer care provided? Why? • What was the customer’s overall experience Customer Experience
  • 16. Customer Service Customer Care Customer Expectations Improving Student Experience
  • 17. 1. Do you deliver good service but with poor customer care? 2. Do you deliver good customer care that masks poor customer service? 3. Do you deliver good customer care, good customer service but your customers expect more or something different? 4. What area of customer experience should you most focus on to further improve student experience? Improving Student Experience
  • 18. 1. Customer Wants 2. Customer Expectations 3. Customer Needs Customer Wants, Expectations and Needs
  • 19. Customers’ Needs, Wants and Expectations • Understand and deliver what students actually need • Understand and manage what students want and expect. Customer Wants, Expectations and Needs
  • 20. Customers’ Needs, Wants and Expectations • A positive Customer Experience can be achieved: • When customer expectations are either met or exceeded • To meet customer expectations it is important to manage customer expectations Customer Wants, Expectations and Needs
  • 21. Start Middle End Finding out customer needs Telling customers what to expect You The Customer Customer Journey
  • 22. Manage Expectations at the earliest possible opportunity
  • 23. Under Promise and Over Deliver
  • 24. Manage Expectations at the earliest possible opportunity
  • 25. Great Expectations.... Fascinating Aida – Managing Expectations Search: ‘Cheap Flights with subtitles’ http://www.youtube.com/watch?v=ZAg0lUYHHFc
  • 26. Customer Experience Why Customers Quit Build a Strategy National Standards Our Customer Journey
  • 27. From a survey carried out in February 2011 in which 22,000 USA consumers were asked questions about 170 consumer brands across 17 industry sectors within the USA. Source: Satmetrix Net Promoter® US Benchmark Report 2011. www.satemetrix.com Why Customers Quit
  • 28. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy Customer Service Poor product or service quality Customer Expectations Unexpected charges or fees Customer Care Interacting with a rude or disinterested employee Others Various Factors 23% 23% Why Customers Quit
  • 29. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy 3 Customer Service Poor product or service quality Customer Expectations Unexpected charges or fees Customer Care Interacting with a rude or disinterested employee Others Various Factors 23% 23% Why Customers Quit
  • 30. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy 3 Customer Service Poor product or service quality 20 Customer Expectations Unexpected charges or fees Customer Care Interacting with a rude or disinterested employee Others Various Factors 23% 23% Why Customers Quit
  • 31. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy 3 Customer Service Poor product or service quality 20 Customer Expectations Unexpected charges or fees 20 Customer Care Interacting with a rude or disinterested employee Others Various Factors 23% 23% Why Customers Quit
  • 32. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy 3 Customer Service Poor product or service quality 20 Customer Expectations Unexpected charges or fees 20 Customer Care Interacting with a rude or disinterested employee 34 Others Various Factors 23% 23% Why Customers Quit
  • 33. Category Reason % Actual Answer Customer Service Unfavourable return or refund policy 3 Customer Service Poor product or service quality 20 Customer Expectations Unexpected charges or fees 20 Customer Care Interacting with a rude or disinterested employee 34 Others Various Factors 23% 23% Why Customers Quit
  • 34. • The main reason for quitting, interacting with a rude or disinterested employee, is the factor each individual employee has the most control over • And is the factor that customers take personally Why Customers Quit
  • 35. 1. I'll try being nicer if you'll try being less stupid. 2. You want this done by a deadline? I love deadlines. I especially like the whooshing sound they make as they go flying by. 3. Tell me what you need, and I'll tell you how to get along without it. 4. I don't have an attitude problem. You have a perception problem. 5. I can only please one person per day. Today is not your day. Tomorrow is not looking good either. What you can’t say to students
  • 36. 1. I can see your point, but I still think it’s irrelevant 2. How about "never"? Is "never" good for you? 3. You are validating my inherent mistrust of strangers. 4. Someday, we'll look back on this, laugh nervously and change the subject. 5. I'm not being rude. You're just insignificant What you can’t say to students
  • 37. How can we ensure we provide a really terrible, negative experience for our customers? Reverse Brainstorm
  • 38. Customer Experience Why Customers Quit Build a Strategy National Standards Our Customer Journey
  • 39. Customer Feedback Engage Employees and Managers Customer Focused Training ? Performance Management Business Plan Build a Strategy External Customer Standards ? Customer Targets, Measures & Charters
  • 40. Engage Employees and Managers Business Plan Build a Strategy • Consult and involve employees • Share their expertise • Celebrate Success
  • 41. Customer Feedback Engage Employees and Managers Business Plan Build a Strategy • Encourage feedback • Make it simple • Find out what’s important to customers
  • 42. Hi Jon, You recently contacted our Customer Experience Team. Because your opinion matters, we're asking you to participate in a survey about your most recent experience with us. The survey will take about 2 minutes to complete and your feedback will be used to improve our service. Thanks for your support! Here are some details of your most recent experience. Your Subject Line: Your Address Book is Currently Unavailable Message Date You Contacted Us: 09/13/2012 07:25 Ticket Number: 120913-001803 Please click here to take the survey. ~ Your LinkedIn Customer Experience Team ~ Customer Feedback – Make It Personal
  • 43. Customer Feedback – Say Thank You
  • 44. Customer Feedback - Options
  • 45. Customer Feedback – Explain Why
  • 46. Customer Feedback – Find out what’s important
  • 47. Customer Feedback – Find out what’s important
  • 48. Customer Feedback – Make it Easy
  • 49. Customer Feedback – Make it Easy
  • 50. Feedback on Feedback http://voice.liv.ac.uk/
  • 51. You Said, We Did http://voice.liv.ac.uk/
  • 52. Customer Feedback Engage Employees and Managers Business Plan Build a Strategy Customer Targets, Measures & Charters • Set Customer Experience targets • Measure customer experience • Publish charters and Service Level Agreements
  • 53. Customer Feedback Engage Employees and Managers Performance Management Business Plan Build a Strategy Customer Targets, Measures & Charters • Include customer experience in appraisals • Establish customer focused performance attributes
  • 54. Customer Feedback Engage Employees and Managers Customer Focused Training Performance Management Business Plan Build a Strategy Customer Targets, Measures & Charters • Helps raise awareness • Helps consistency • Helps share existing best practice
  • 55. Jeb’s Job I use this video to show someone’s progression from friendly and helpful (adult to adult) to fed-up and destructive after a long day of handling difficult calls (rebellious child) What’s Jeb’s state of mind when he first starts answering the phone ? What’s his state of mind when someone asks for Mr Strap and Mr Octopus What’s his state of mind when he talks about the firewall? What’s his stage of mind when he asks someone to flush the power unit? Search Jeb’s Jobs Technical Support www.youtube.com/watch?v=tG7hYnMyxyY
  • 56. Customer Feedback Engage Employees and Managers Customer Focused Training ? Performance Management Business Plan Build a Strategy External Customer Standards ? Customer Targets, Measures & Charters • National Occupational Standards • Customer Service Excellence • Customer First
  • 57. Customer Experience Why Customers Quit Build a Strategy National Standards Our Customer Journey
  • 58. • The NOS for Customer Service were revised in January 2010 • The NOS for Customer Service and Contact Centres are free to download • www.cfa.uk.com/standards.html • www.skillscfa.org/images/pdfs/National%20Occupational%20Standards/Custom er%20Service/2010/Customer%20Service.pdf • NOS are NOT just for NVQs! National Occupational Standards
  • 59. The standards are organised into five themes: • Customer service foundations • Impression and image • Delivery • Handling problems • Development and improvement The PDF is a 276 page document National Occupational Standards
  • 60. National Occupational Standards
  • 61. National Occupational Standards
  • 62. National Occupational Standards
  • 63. • Previously called Charter Mark • Any organisation can be accredited – public, private or voluntary • 5 Criteria • CSE standard free to download as a pdf file • Free on-line self-assessment tool Customer Service Excellence Standard
  • 64. www.customerserviceexcellence.uk.com
  • 65. The five criterion • 1 Customer Insight • 2 The Culture of the Organisation • 3 Information and Access • 4 Delivery • 5 Timeliness and Quality of Service Customer Service Excellence Stanard
  • 66. www.customerfirst.org Customer First
  • 67. • 30 Statements • Self-assessment followed by an external assessment • Results are: Compliant, Partial Compliant or Non-Compliant • Skills CFA and Customer First UK have been working closely to map the Putting the Customer First® Standard with the National Occupational Standards. Customer First
  • 68. www.instituteofcustomerservice.com Research and publications Benchmarking and Accreditation Institute of Customer Service
  • 69. • How likely is it that you would recommend us to a friend or colleague?" • Promoters Loyal enthusiasts who will keep buying and refer others, leading to company growth. (Score 9-10) • Passives Satisfied but unenthusiastic customers who are vulnerable to competitive offering (Score 7-8) • Detractors Unhappy customers who can damage your brand and impede growth through negative word-of-mouth. (score 0-6) Net Promoter Score
  • 70. Net Promoter Score www.netpromoter.com/why-net-promoter/know/
  • 71. Dealing with Dissatisfied Customers Lego Death Star Canteen – The Remake This video clip features a) Eddie Izzard and b) lots of use of the ‘F word’ so please be warned. I use it in customer care type training to show how remaining calm and pleasant can help people convert dissatisfied customers to happy customers. I have added subtitles to the original video but for copyright reason I’m afraid I can’t share these. However the YouTube version without subtitles is funny and could be used to start a discussion on dealing with difficult situations. Search: ‘Lego Death Star Canteen- The Remake’ www.youtube.com/watch?v=r0n1iaHywMI United Breaks Guitars Here’s another great clip which shows the power of Social Media (thank you to the colleague at the conference who suggested I include it) Search: United Breaks Guitars Background Information: http://en.wikipedia.org/wiki/United_Breaks_Guitars Clip: www.youtube.com/watch?v=5YGc4zOqozo