In November 2014, 20 of Australia and New Zealand's University and Tafe colleges were assessed using the Global Reviews Four Dimensional Customer Experience (4CE) methodology, to understand the experience they offer prospective students during the research and consider phase of their journey and to a lesser extent, through to the application process (for post graduate or direct study).
The 4CE benchmark methodology is constructed based on mapping the journey that a prospect may naturally take when looking to purchase a product or service – in this instance an institution for tertiary study. The benchmark consists of up to 500 individual data points and 64 metrics (scores) to enable a competitive view into the individual elements within the ‘sales’ funnel and allow for ‘deep dive’ analysis of the consumer journey. What differentiates our 4CE benchmark from others, is the three consumer inputs which are included to provide a 360 degree view of the experience; behavioural, attitude and consumer audit. These inputs consist of behavioural tasks and/or questions within key categories in addition to our best practice feature and functions audit.
This report dissects the online experience from an industry perspective, but more importantly on a site by site perspective. The ultimate goal of this report is to pin-point if and where (along the journey) the experience may be reducing an institutions ability to meet the needs of future students – from a content perspective, but also from a functional and best practice experience. We regularly see that a poor website experience results in low satisfaction from online customers and leads to a negative view of an institution.
By beginning to understand where issues exist, it will allow tertiary digital and marketing teams to focus on the correct strategy for future development.