Midlands Conference 2013 - the three key components of student experience
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The Three Key Components of Student Experience Innovative Practice to Support the Student Experience AUA Midlands Conference 27 th June 2013 University of Birmingham This presentation can be downloaded until 1 st August 2013. Please see next slide for details.
Midlands Conference 2013 - the three key components of student experience
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 dont 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 customers 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 customers 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
customers 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
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 cant say to students
36. 1. I can see your point, but I still think its 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 cant 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
whats 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 whats important
47. Customer Feedback Find out whats 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. Jebs Job I use this video to show someones progression from
friendly and helpful (adult to adult) to fed-up and destructive
after a long day of handling difficult calls (rebellious child)
Whats Jebs state of mind when he first starts answering the phone ?
Whats his state of mind when someone asks for Mr Strap and Mr
Octopus Whats his state of mind when he talks about the firewall?
Whats his stage of mind when he asks someone to flush the power
unit? Search Jebs 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 Im
afraid I cant 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 Heres 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