SugarCon 2013: Building User Adoption with Enhanced User Experiences
SugarCon 2013: Consumed by Experience @Macquarie_Uni
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Transcript of SugarCon 2013: Consumed by Experience @Macquarie_Uni
Consumed by Experience @Macquarie_UniA tale of customer focus, quest for lifelong loyalty and reinvention of service
by Chief Information O!cer Marc Bailey
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Macquarie University Campus Overview- what makes Macquarie Uniquehttp://www.youtube.com/v/YtZmylWOe6Ystart 0m0.0s end 2m16.89s1080p H.264
Australia’s number one modern university
QS world university rankings 2012
Macquarie ranks in the top two per cent of all
universities on the planet
Shanghai Jiao Tong rankings 2012
First Australian university licenced to dig
in Egypt’s Nile Valleyis Macquarie
Professor Naguib Kanawati 1988
Macquarie is home toEarth’s first child MEG and
Australia’s first whole-head adult MEG laboratories
KIT - Macquarie Brain Research Laboratory 2008
Australia’s only robotic storage and retrieval library
is at Macquarie University
Completed and opened in 2011
Macquarie campus is home for global leaders
New York Times Survey 2011
Cred
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Global CEOs place Macquarie in the top five universities for
Australian graduate recruitment
Macquarie@50
$1B capex in five years to 2014
$2.6B State Rail line opened 2009
$450M bond capital raised 2010
$130M Cochlear building 2011
Station Commercial Precinct 2014
Australian School of Advanced Medicine 2008
$50M Aquatic Centre 2009
$235M University Hospital 2010187 beds 16 theatres
$94M University Library 2011Robotic storage and retrieval
$130M Australian Hearing Hub 2013Corp, Gov, Edu audiology together
Day in our life
Burn rate: $2.3M/day38,000 students from 100 countries6,000 headcount, 180,000 alumniTrain station, 4000 parking spaces4750 food court meals/dayEleven restaurants and two hotels6850 rooms/spaces in 96 buildings4 super faculties, 12 dormitoriesGraduate management and medical schools
Open University, Applied Finance Centre, NSW education centre100+ clubs and societies16,000 concurrent wifi connections1000 classes/dayHospital, forest, observatory, pool, barn, lake, printery, shops, banks...12 corporate subsidiary entities20 TB intranet app core transit40 TB internet border transit
CIO Day One
Higher Ed seems than...harder▲easier ▼
Government CorporateOpex funding ▲ ▲Tech diversity ▲ ▲Consultation ▲ ▲Intellectual property ▲ ▲Capex funding ▲ ▼Complexity ▼ ▲Mission ▼ ▲Transparency ▼ ▲Regulation ▼ ▲Procurement ▼ ▲Change propensity ▼ ▲Bandwidth ▼ ▼
Higher Ed worldwide is tough...
Rise of consumerism and choice ●International competition and student mobility ●Technological disruption ●Volume explosion, margin decline ○Democratisation of accreditation ○Global markets seismic shift in capital ○Investment decline ○
Higher Ed downunder is tougher...
Varsity sport ecosystem and revenue ● ○Self-determined student services prices ● ○Government funding independence ● ○Significant private endowment ● ○Regulated undergraduate fee caps and placements ○ ●Commuter campus culture ○ ●Unionised employment environment ○ ●
http://www.moviespad.com/pictures/29287/survivor-logo/
We want you.And your kids.
We do quarters......of centuries
We live your dream
In webspace, everyone can hear you scream
#1 Digital Campus
Video: Student Thoughtshttps://truth.mq.edu.au/share/id/mquob5start 0m0.0s end 0m46s720x540 H.264
http://adsoftheworld.com/media/print/bpay_wally
place time
shift...
Source: Duarte Design - http://vimeo.com/14644468
sign
al
noise
University Service
reality
expectation
best casefunding
What youo!er
Whatthey want
Seekers and sources
What youo!er
Whatthey want
Typical
What youo!er
Whatthey want
Aligned
What youo!er
Whatthey want
Dysfunctional
What youo!er
Whatthey want
Delusional
What youo!er
Whatthey want
Chapter 11
What youo!er
Whatthey want
Consumer Relationship. Managed.
CRM Dilemma
student teachersta!er
managerregulator
researcher
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AdoptionUbiquityHolismSerendipity
Ubiquity
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Metcalfe’s Law
Metcalfe’s Law
Metcalfe’s Law
Ubiquity underpins Adoption
Can’t placeshift and timeshift in pockets
If you’re not all in, consumers fall o! the edges and get shunted around inconsistently
Ironically utility pricing is problematic
Because you need everybody
Holism
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Consumer RelationsEnquiry routing
Case management
Formsrouting
Knowledgebase
Campaign marketing
Process workflow
Lead generation
Participation ● ● ● ●Student services ● ● ● ● ●
International recruitment ● ● ● ● ●Research o!ce ● ● ● ●
Graduate schools ● ● ● ●HR and administration ● ● ●
Global programmes ●Incubation ● ● ● ●
One bubble at a time
Everything, everytime
Single view of consumer - Holy grail
Horizontal inclusivity > vertical exclusivity
Every touch point matters
Every quality variation matters
‣ Because experience is as much felt by consistency as quality
Serendipity3
Wifi
126 hectares. Up to 600Mb/s
ask.mq.edu.au
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March May July September November January
Enquries
Serendipity
Proactive engagement has a retention side e!ect
CRM interaction feedback loop detects spikes, allows faster course correction in unforseen ways
‣ Example: enrollment miscoding
http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm
AdoptionUbiquityHolismSerendipity
http://thisisindexed.com/2011/09/paying-for-what-you-want/
How?
Tech Dilemmas
high touch, high service ➡ cost inflation
consumerism ➡ heterogeneity
capex ➡ opex
new revenue ➡ 0
http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm
There’s a link for that
What works at scale? Think...
No manuals, training or onsite people
Great artists steal
cloud first
crowd best
consumer computing
+
http://www.soundgrooverecords.com/graphics3/sgr-crowd.png
Go to market
Consumerism Product Design Immaterialism(not service)
Tracker
iLearn Maps
iLab
iPrint
Truth
Space Storm
Datamart
DatabankDatamodel
One CRM to bind them
Tracker
powered by
Decisions, decisions
Horizontal not vertical
Adaptable
Body politic simpatico
Relative value
Customisable
Open source, discretionary risk profile
Tracker
powered by
Consumer relationships are continuous
The journey is the goal, not the reward
mailto:[email protected]://cio.mq.edu.au
@marcpbailey
Video:Macquarie University Campus Tourhttp://www.youtube.com/v/sH5DLFHX9w4start 0m0.0s end 1m23s1080p H.264