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 don’t 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.

4. Customer
Experience
Why
Customers
Quit
Build a
Strategy
National
Standards
Our Customer Journey

5. Customer
Experience
Why
Customers
Quit
Build a
Strategy
National
Standards
Our Customer Journey

6. The total of all the interactions a customer has with an
organisation, viewed from the customer’s perspective
Organisations should aim to provide customers with a
positive experience
Customer Experience

7. The total of all the interactions a customer has with an
organisation, viewed from the customer’s perspective
Organisations should aim to provide customers with a
positive experience
Customer Experience

8. Customer
Service
Customer
Care
Customer
Expectations
Customer Experience
©Red Vanilla 2013

9. 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

10. The delivery of a service
www.browzer.co.uk
Customer Service

16. 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

17. The three key components
of
Student Experience

18. 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

19. 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

20. • 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

21. • 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 customer’s overall experience
Customer Experience

22. Customer
Service
Customer
Care
Customer
Expectations
Improving Student Experience

23. 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

24. 1. Customer Wants
2. Customer Expectations
3. Customer Needs
Customer Wants, Expectations and Needs

25. 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

26. 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

27. Start Middle End
Finding out
customer
needs
Telling
customers
what to
expect
You The Customer
Customer Journey

28. Manage Expectations at the earliest possible opportunity

29. Under Promise and Over Deliver

30. Manage Expectations at the earliest possible opportunity

31. Great Expectations....
Fascinating Aida – Managing Expectations
Search: ‘Cheap Flights with subtitles’
http://www.youtube.com/watch?v=ZAg0lUYHHFc

32. Customer
Experience
Why
Customers
Quit
Build a
Strategy
National
Standards
Our Customer Journey

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. • 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

41. 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 can’t say to students

42. 1. I can see your point, but I still think it’s
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 can’t say to students

43. How can we ensure we provide a really terrible,
negative experience for our customers?
Reverse Brainstorm

44. Customer
Experience
Why
Customers
Quit
Build a
Strategy
National
Standards
Our Customer Journey

45. Customer
Feedback
Engage
Employees
and Managers
Customer
Focused
Training ?
Performance
Management
Business
Plan
Build a Strategy
External
Customer
Standards ?
Customer
Targets,
Measures &
Charters

46. Engage
Employees
and Managers
Business
Plan
Build a Strategy
• Consult and involve
employees
• Share their expertise
• Celebrate Success

47. Customer
Feedback
Engage
Employees
and Managers
Business
Plan
Build a Strategy
• Encourage feedback
• Make it simple
• Find out what’s
important to customers

48. 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

49. Customer Feedback – Say Thank You

50. Customer Feedback - Options

51. Customer Feedback – Explain Why

52. Customer Feedback – Find out what’s important

53. Customer Feedback – Find out what’s important

54. Customer Feedback – Make it Easy

55. Customer Feedback – Make it Easy

56. Feedback on Feedback
http://voice.liv.ac.uk/

57. You Said, We Did
http://voice.liv.ac.uk/

58. 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

59. 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

60. 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

61. Jeb’s Job
I use this video to show someone’s progression from friendly and helpful
(adult to adult) to fed-up and destructive after a long day of handling
difficult calls (rebellious child)
What’s Jeb’s state of mind when he first starts answering the phone ?
What’s his state of mind when someone asks for Mr Strap and Mr Octopus
What’s his state of mind when he talks about the firewall?
What’s his stage of mind when he asks someone to flush the power unit?
Search Jeb’s Jobs Technical Support
www.youtube.com/watch?v=tG7hYnMyxyY

62. 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

63. Customer
Experience
Why
Customers
Quit
Build a
Strategy
National
Standards
Our Customer Journey

64. • 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

65. 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

66. National Occupational Standards

67. National Occupational Standards

68. National Occupational Standards

69. • 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

70. www.customerserviceexcellence.uk.com

71. 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

72. www.customerfirst.org
Customer First

73. • 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

74. www.instituteofcustomerservice.com
Research and publications
Benchmarking and Accreditation
Institute of Customer Service

75. • 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

76. Net Promoter Score
www.netpromoter.com/why-net-promoter/know/

77. 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 I’m afraid I can’t 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
Here’s 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