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

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

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

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

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

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

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

Midlands Conference 2013 - the three key components of student experience

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