UPCEA Webinar
55
Deserve The Students You Need story structure
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Transcript of UPCEA Webinar
Deserve The StudentsYou Need
story structure
CONFIDENTIAL
established 2007 / higher ed / arts / health & human services / manufacturing / nonprofit / human-centered design
Old Curmudgeon
Student Management
System
Old Email Marketing System
Old Curmudgeon
Student Management
System
Old Email Marketing System
New CRM that no one
understands
Old Curmudgeon
Student Management
System
How do we deserve the students we need?
Agenda
1. What’s going on now?
2. Student Centeredness
3. Without “You” there is no “U”
4. Discussion
What are we up to now?
What are we up to now?
Credit Journey MapOutbound(marke.ng(
Landing(Page(
Marke.ng(Automa.on(System(
Common(Applica.on(System(
Admissions(Shadow(System(
• The(first(rule(of(admissions(shadow(systems(is(we(don’t(talk(about(admissions(shadow(systems(
Student(Management(
System(
Non-Credit Journey Map
Outbound(marke.ng(
Landing(Page(
Marke.ng(Automa.on(System(
Student(Management(
System(
1. Implemented discreetly
2. Lead by different and
unconnected departments
3. Technology centered design
approach
4. Creating unique experiences for
each piece of the student
lifecycle
5. University-centric: the system
first complies to the
institutional needs then the
prospect’s needs
• Expectations=Promises • Every interaction makes, keeps or breaks a
promise
Marke&ng) Recrui&ng) Registra&on) Matricula&on)
CONFIDENTIAL
the research
In a study by Google in August of 2012, researchers found that not only will users judge websites as beautiful or not within 1/50th — 1/20th of a second, but also that “visually complex” websites are consistently rated as less beautiful than their simpler counterparts
!
Technology*Centered*Approach*
Processes*dictated*by*technology*
Users*behavior*mandated*
by*processes*
Product Centered
Greetings from our CEO, Jeff Bezos
Learn About Our CEO Current Customers Prospective Customers Staff Complain or Report Someone
LinksLinksLinks
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Fill Out Our Really Long Form
Colleges'
Con)nuing'Ed'
Advancement'
Admissions'
UNIVERSITY'
UNIVERSITY*
Unconscious(Incompetence((
Conscious(Incompetence((
Conscious(Competence(
Unconscious(Competence((
what's the best customer experience you ever had? why?
so why do schools struggle to achieve the same experiences?
lots of moving parts!
lots of silos
leading with technology
inertia
eventually, everything connects.
-charles eames
Do you get the students you need or the ones you deserve?
Do you get the students you need or the ones you deserve?
You always get what you deserve. The trick is positioning yourself to deserve what you need.
The human-centered approach requires a deep understanding of the needs of humans.
Meeting human’s needs is a key way we deserve the human
ho•lis•tic
Aren’t you just talking about being student centered?
When you’re student centered, what will be different?
Taking a holistic, human centered approach requires us to validate outcomes to prove success.
What we assume
you want
What you’ve told
us you want
Ask Analyze Test Adjust Repeat
Do you know what it’s like to register/apply for a program or course at your institution?
Questions to ask:
What’s something you think
everyone should know about
__________?
Questions to ask:
What’s something you didn’t
expect __________?
Questions to ask:
What did you like about
__________?
Questions to ask:
What could be better about
__________?
Responses may appear random at first
But over time themes will emerge
Choose the ones you can do something about:
Determine Measurable Outcomes
1. When we fix the Lime
issue the result will be less
complaints about the amount
of lime.
Implement changes and test for the desired outcome
Colleges'
Con)nuing'Ed'
Advancement'
Admissions'
UNIVERSITY'
UNIVERSITY*
