Applying Customer Service Principles to the Student Experience – In Search of Purple Goldfish
Dr Andy Clegg University of Chichester Business School
Aims • Aims – To apply customer service principles to the delivery of the student experience – To look at the opportuni9es of using ‘Value Chain Analysis’ and the ‘Student Journey Model’ to deliver high quality student experiences – Iden9fy your poten9al purple goldfish
Introduction to Customer Service Ac'vity 1: Iden'fy: • Two situa9ons where you have been impressed by the quality of customer service and experience • Two situa9ons where you have been disappointed by the quality of customer service and experience • For what specific reasons has the customer service been good or bad? What were the purple goldfish?
Service Dimensions • Tangibles: The appearance of physical facilities; equipment and personnel • Reliability: Ability to perform the promised service dependably and accurately • Responsiveness: Willingness to help customers and provide prompt service • Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence • Empathy: Caring, individualised attention the provides its customers [Source: Zeithaml et al, 1993]
Service Dimensions Tangibles [Look sharp!]
Empathy [Care about customers as much as the service!]
Reliability [Just do it!]
11 32
16
19 Assurance [Know what you are doing!]
22 Responsiveness [Do it now!]
Introduction to Customer Service Key Themes to Consider • What is quality, experience, excellence? • When measuring the quality of a product or service product or service what do you consider? • Does the expecta<on of quality/experience differ depending on the type of product/sector/audience? • How does the character of the industry/product influence service excellence? • The emphasis on service excellence and experience is designed to meet what wider goals?
Defining Quality Interna'onal Organisa'on for Standardisa'on Quality: â&#x20AC;&#x2DC;the totality of features and characteris9cs of a product or service that bears on its ability to sa9sfy stated or implied needsâ&#x20AC;&#x2122;
Defining Quality Interna'onal Organisa'on for Standardisa'on Quality: â&#x20AC;&#x2DC;the totality of features and characteris9cs of a product or service that bears on its ability to sa9sfy stated or implied needsâ&#x20AC;&#x2122;
Defining Quality Interna'onal Organisa'on for Standardisa'on
totality:
noun the whole of something. â&#x20AC;&#x2DC;the totality of their current policiesâ&#x20AC;&#x2122; Synonyms: entirety, entireness, wholeness, completeness, inclusiveness, unity
Defining Quality Interna'onal Organisa'on for Standardisa'on
holis'c:
Adjective
PHILOSOPHY
characterized by the belief that the parts of something are intimately interconnected and explicable only by reference to the whole.
Quality as a Management Tool Increasing Customer Expectations POTENTIAL AUGMENTED EXPECTED Excellence gap
CORE
Market Leadership gap High
Levels of service
The Experience Economy
Transformations Guide
Experiences Stage
Services Deliver
Good Make
Commodities Extract
[Source: Pine and Gilmore, 1997]
The Experience Economy
Absorption
Entertainment
Educational
Passive Participant
Active Participant Esthetic
Escapist
Immersion
The Experience Economy Customer Participation
Absorption
Entertainment
Educational
Passive Participant
Active Participant Esthetic
Escapist
Immersion
The Experience Economy
Absorption
Entertainment
Educational
Passive Participant
Active Participant Esthetic
Escapist
Customer Connection Immersion
The Experience Economy
Entertainment ‘to sense’
Education ‘to learn’
•
•
• •
Improves the participant's mood/experience absorbed through senses Participation can be passive and/or active Can be added to other realms to improve Entertainment experiential quality
Esthetic ‘to be there’ • •
Esthetic
Enriches participant through improved design, comfort and beauty of space and furnishings Immersion in the event or environment but having little impact on it
Expands participant's knowledge and/or skills • Participation is active • Can be fused with education to create Educational "edutainment."
Escapist ‘to do’ Escapist
• •
Participation tends to be active Participant tends to be actor in the performance
The Experience Economy
The Branded Customer Experience
Profitable growth Branded experience Predictable experience Random experience • Inconsistent • Unintentional
• Consistent • Intentional • Not differentiated • Not valuable
• Consistent • Intentional • Differentiated • Valuable
• The goal
A Strategic Approach
What is it we want?
Stage 1 Mission and goals
Where are we now? Competitors External environment Internal environment
Where do we want to go? Market penetration Greater customer focus
How do we get there?
Stage 2 Analysis of business situation (SWOT) Stage 3 Objectives Stage 4 Strategy
How are we doing?
Market research Market characteristics
Stage 5 Monitoring and evaluation
Quality service Product development
A Strategic Approach Student Relationship
Prosperity Customisation & Focus The Business School differentiates itself by providing a supportive environment in which students have an identity, are equipped to learn and encouraged to exceed their individual expectations
Success
Value Proposition
Survival
Quality of Learning
Course Content & Structure Effectiveness of Teaching
Value Chain Analysis Life Experience
Creating Awareness
Accommod’n Quality & Social Variety
Course Content & Availability
First Experience
Decision Making Support
Environment Sports and Social Accommodation
Decision Making Support
Academic Experience
Leaving & Post University Contact
Year 1 ‘Learn to learn’ Year 2 ‘Engage with content’ Year 3 ‘Develop the professional’
We should recognise that parents are influential in the decision-making process and evaluate the potential ‘Life Experience’
A Strategic Approach
The Service Excellence Model
Deliver the Promise
Go the Extra Mile
Service Excellence
Provide the Personal Touch
Resolve Problems Well
A Strategic Approach Reputation for Service Excellence Committed staff
A service culture
A service personality
Customerfocussed systems
Easy to do business with
Financial benefits
Introduction to Customer Service Ac'vity 2: â&#x20AC;˘â&#x20AC;Ż In groups iden9fy how the service excellence model relates to the student experience in your area
A Strategic Approach
The Service Excellence Model
Deliver the Promise
Go the Extra Mile
Service Excellence
Provide the Personal Touch
Resolve Problems Well
Customer Journey Mapping Visitor Journey Model Student Journey Model
Before â&#x20AC;&#x201C; During - After
The Student Journey Model
The Student Journey Model
As part of the application process, students will embark on a number of separate journeys
The Student Journey Model
Value Chain Analysis
Introduction to Customer Service Ac'vity 3: • In small groups, use either the Value Chain Analysis framework or the Student Journey Model to examine elements of your current provision, that underpin the quality of the student experience • Use two different colours to highlight posi9ve areas of provision and ac9on (strengths/opportuni9es) and nega9ve areas of provision and ac9on (weaknesses/threats)
Why Purple Goldfish?
Differentiation through Experience
Purple Goldfish
• Giving Little Unexpected Extras
www.purplegoldfish.com
Customer Journey Mapping • Touchpoint or service point mapping – key points of customer interaction and their expectations at each point • Critical success factors for the customer and organisations at each point • What the organisation can influence and how this is affected by policies and procedures • Moments of truth – key points in the journey that define the overall experience both positively and negatively
In Practice What makes “service” consistent?
Goodwood
• 15 Steps Guest Journey • Touch Point for each step • Defined the attitude / the way of Leaving
• Define the process to complete the task • The way of Doing
Key Standards
Consistent Delivery
Steps from Concept to Delivery • Key Standards established as per “Identity / Concept” to be checked against
Product Concept
SOPs
Interactive Training
Touch points
Key Standards
Task Training
Consistent Delivery
SOPs
Training • Interactive to create the attitude • On the job for consistency
Applying Customer Service Principles to the Student Experience â&#x20AC;&#x201C; In Search of Purple Goldfish
Dr Andy Clegg University of Chichester Business School