University of Manchester Matching Student Expectations to the Actual Experience

1. Matching and exceeding
expectations
Knowing
our customers

2. Using Marketing Methodology
Quantitive Qualitative Ethnography Mystery
shopping

3. December 2013
Measure overall perception
Core business needed addressing
Finding spaces to study
Finding their way around the building
Support online
Training awareness
Finding a book

4. December 2013
Measure overall perception
Core business needed addressing
Finding spaces to study
Finding their way around the building
Support online
Training awareness
Finding a book

5. Introduced immediate improvements
PeopleInductionTechnology

6. So how did we do?
Drum roll please...

7. Celebrate!
Unhappy, with
potential to
damage brand
Unenthusiastic,
vulnerable to
detractors
Loyal enthusiasts,
positive promoters

8. And students told us…

9. Consistent improvement across all the questions

10. Number of students
using our services
has gone up
Easier to get help
and support both
online and face to
face
Staff are very
helpful or helpful
Awareness of
training has gone up

11. Induction

12. Gained new
information
Still have areas
to address
Robust year on
year measure