Tyler jc.ci.results.2

Copyright © Customer Carewords Ltd.

May 02, 2011

Tyler Junior College: Consumer Centric Index Survey of Future Students, Current Students,

Faculty and Staff, and Alumni

1

Background

Period of Poll:

April 18, 2011 to May 02, 2011

Number of valid responses: 1391

(excluding 0 incomplete)

Subcategories with less than 50 voters are

in red and will not have a column in the

detailed analysis slides

2

Customer Category Segmentation

3

Thank you for your help in improving how our web site works for you. Before you leave, please tell us which group listed here best describes who you are.

Percent Response

Did not answer* 1% 10

Current Student 70% 977

Future Student 6% 83

Faculty & Staff 16% 229

Alumni 7% 92

Total 1391

4

As a current student, please select from the following:

Percent Response


College credit student 57% 786

Continuing education student 13% 186

Total 1391

5

QUESTIONS

6

CCI

Please choose the THREE factors from the

list below that best describe your actual

experience with the Tyler Junior College

website. - Give a score of 3 to the factor

which best describes your experience, 2

to the next best description, and then 1. -

Please give only one score each of 3, 2

and 1. - Leave the rest blank.

7

Factor Positive Negative

Up-to-dateUp-to-date

information

Out-of-date

information

AccurateAccurate

information

Inaccurate

information

CompleteComplete

information

Incomplete

information

LanguagePlain language

Full of jargon,

corporate speak

CONTENT FACTORS

8


ContactEasy to contact a

person

Hard to contact a

person

ParticipationEasy to participate

/ give feedback

Hard to participate

/ give feedback

OpenGives me the facts

/ transparent

Misleading / not

transparent

Recommendations

Has ratings,

reviews,

recommendations

Has no ratings,

reviews,

recommendations

SOCIAL FACTORS

9


SearchHelpful search

results Poor search results

Menus & LinksClear menus and

links

Confusing menus

and links

LayoutSimple layout /

easy to read

Cluttered layout /

hard to read

Visual appealLooks attractive /

appealing

Looks unattractive /

unappealing

Speed Fast to do things Slow to do things

INFORMATION ARCHITECTURE FACTORS

10

Vote Trend Analysis

11

Top 25%

26-50%

51-75%

12

Please choose the THREE factors from the list below that best describe your actual experience with the Tyler Junior College website.

CCI

347

Voters

695

Voters

1043

Voters

1391

Voters1 Simple layout / easy to read 11% 11% 10% 10%

2 Looks attractive / appealing 8% 8% 8% 9%

3 Confusing menus and links 7% 7% 8% 8%

4 Clear menus and links 7% 7% 6% 6%

5 Up-to-date information 5% 6% 6% 6%

6 Accurate information 6% 6% 6% 6%

7 Slow to do things 5% 4% 5% 5%

8 Fast to do things 6% 5% 5% 5%

9 Easy to contact a person 5% 5% 5% 5%

10 Cluttered layout / hard to read 4% 4% 4% 4%

11 Hard to contact a person 5% 5% 4% 4%

12 Poor search results 3% 4% 4% 4%

13 Complete information 4% 4% 3% 3%

14 Helpful search results 3% 3% 3% 3%

15 Easy to participate / give feedback 3% 3% 3% 3%

16 Out-of-date information 4% 3% 3% 3%

17 Plain language 3% 3% 3% 3%

18 Looks unattractive / unappealing 3% 3% 3% 3%

19 Gives me the facts / transparent 2% 3% 3% 3%

20 Incomplete information 1% 2% 2% 2%

Top 25%

26-50%

51-75%

13

Customer Centric Index

14

Voting spread

10% 5% 0% 5% 10% 15%

Up-to-date

Accurate

Complete

Language

Contact

Participation

Open

Recommendations

Search

Menus and Links

Layout

Visual appeal

Speed

Negative votes Positive votes

15

Customer Centric Index

Factor Positive Negative Action

Up-to-date 6% 3% 6%

Accurate 6% 1% 0%

Complete 3% 2% 4%

Language 3% 1% 0%

Contact 5% 4% 12%

Participation 3% 1% 2%

Open 3% 1% 2%

Recommendations 1% 1% 4%

Search 3% 4% 14%

Menus and Links 6% 8% 30%

Layout 10% 4% 7%

Visual appeal 9% 3% 1%

Speed 5% 5% 18%

Customer Centric Index 63% 37% 100%16

Where to invest resources

Content

10%

Social

20%

Information

Architecture70%

17

Action priorities

0% 5% 10% 15% 20% 25% 30% 35%

Menus and Links

Speed

Search

Contact

Layout

Up-to-date

Complete

Recommendations

Open

Participation

Visual appeal

Language

Accurate

18

DETAILED ANALYSIS

19

Customer Centric IndexDetailed Analysis

20

CCI: Thank you for your help in improving how our web site works for you. Before you leave, please tell us

which group listed here best describes who you are.

21

Thank you for your help in improving how our web site works for you. Before you leave, please tell us which group listed here best describes who you are.

Percent Response


Current Student 70% 977

Future Student 6% 83

Faculty & Staff 16% 229

Alumni 7% 92

Total 1391

22

CCI Priority by Groups in Survey

Factor Curr

ent

Studen

t

Future

Stu

dent

Faculty

& S

taff

Alu

mni

Total

Up-to-date 7 10 5 10 6

Accurate 13 13 10 12 13

Complete 8 5 6 5 7

Language 12 9 12 11 12

Contact 2 7 9 2 4

Participation 11 6 7 4 10

Open 10 12 8 8 9

Recommendations 6 8 11 7 8

Search 3 3 4 6 3

Menus and Links 1 1 1 1 1

Layout 9 2 3 9 5

Visual appeal 5 4 13 13 11

Speed 4 11 2 3 2

Customer Centric Index 66% 74% 37% 76% 63%23

Current Student


Up-to-date 6% 3% 5%

Accurate 6% 1% 0%

Complete 4% 1% 3%

Language 3% 1% 0%

Contact 5% 4% 17%


Open 3% 1% 1%


Search 3% 4% 15%


Layout 11% 3% 3%


Speed 6% 4% 15%


Future Student


Up-to-date 6% 1% 0%

Accurate 7% 1% 0%

Complete 8% 3% 9%

Language 3% 1% 0%

Contact 7% 2% 3%


Open 5% 1% 0%


Search 4% 3% 17%


Layout 11% 5% 23%


Speed 6% 1% 0%


Faculty & Staff


Up-to-date 3% 6% 9%

Accurate 2% 2% 2%

Complete 2% 3% 5%

Language 2% 1% 1%

Contact 2% 2% 3%


Open 2% 2% 4%


Search 2% 6% 10%


Layout 4% 8% 13%


Speed 1% 11% 22%


Alumni


Up-to-date 7% 1% 0%

Accurate 9% 1% 0%

Complete 3% 2% 7%

Language 7% 0% 0%

Contact 3% 3% 15%


Open 3% 1% 5%


Search 4% 2% 6%


Layout 10% 2% 2%


Speed 1% 2% 13%


CCI: As a current student, please select from

the following:

28

As a current student, please select from the following:

Percent Response


College credit student 57% 786

Continuing education student 13% 186

Total 1391

29

CCI Priority

Factor Colle

ge cr

edit

studen

t

Contin

uing

educa

tion s

t…

Total

Up-to-date 5 7 6

Accurate 13 13 13

Complete 8 11 7

Language 12 8 12

Contact 2 2 4

Participation 11 10 10

Open 10 12 9

Recommendations 7 5 8

Search 3 6 3

Menus and Links 1 1 1

Layout 9 9 5

Visual appeal 6 4 11

Speed 4 3 2


College credit student


Up-to-date 7% 3% 6%

Accurate 6% 1% 0%

Complete 3% 2% 4%

Language 3% 0% 0%

Contact 6% 4% 17%


Open 2% 1% 2%


Search 3% 4% 16%


Layout 11% 3% 3%


Speed 6% 4% 15%


Continuing education student


Up-to-date 4% 2% 5%

Accurate 8% 0% 0%

Complete 5% 1% 0%

Language 2% 1% 2%

Contact 5% 5% 20%


Open 4% 1% 0%


Search 5% 3% 10%


Layout 13% 3% 1%


Speed 7% 4% 14%


Summary and Recommendations

33

Summary and Recommendations Summary

– Response from current students was very strong and faulty and staff was good, while response from alumni and future students was less than 100 but still sufficient for analysis. Total evaluation of the site from 1,391 voters was good: 63% of the votes were for positive website elements. Four of the top 5 elements receiving the highest number of votes were positive choices.

– Previous CCI higher education surveys show that internal audiences (current students and faculty/staff) give lower positive scores than external visitors (future students and alumni). Tyler Junior College results are consistent with those earlier results. Alumni were most positive (76%), followed by future students (74%), current students (66%) and faculty and staff (37%).

– For each group, the primary problem area was confusing menus and links. Evaluation of “content” topics was high for accuracy and clarity of language. Current students and faculty/staff had concern over dated content.

– As with other CCI surveys, Tyler Junior College respondents speak most often to Information Architecture. Visual appeal is strong for faculty and staff and alumni but not as strong for current and future students. Faculty

and staff expressed concern about the speed of the site, as did but to a lesser extent current students and alumni.

Respondents in each group will value improvement in the clarity of “menus and links” as well as the speed of site operation and an improvement in search results. Increased effectiveness for “menus and links” may well reduce the use of search as alternative navigation.

Recommendations– Based on these results, consider convening a small group (not more than 5 people are needed) to conduct

informal usability tests to watch how people navigate the site and how long it takes them to complete important tasks, with a priority for faculty and staff and current students. Jakob Nielsen provides a good account of the learning that can be achieved with informal usability testing (as well as tips on how to do it) in this Alertbox on “Discount Usability” at http://www.useit.com/alertbox/discount-usability.html

– It also is important to understand what people are using “search” to find. Check “search” results for website page that are used most often by current students, faculty/staff, and alumni. This may show which individual pages create the most problems. This will in turn give insight into priority content areas that either may not exist now or may not have sufficient prominence for easy discovery.

– Within the web management system, consider adding clear responsibility within major areas of the college to check for dated content.

– For search itself, once you know which search terms are most often used, the next step is to check the usefulness of the pages returned from the search effort within the first few listings. Pay special attention for dated or little used content that might be deleted from the website.

34

http://www.useit.com/alertbox/discount-usability.html



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