Victorian Tertiary Admissions Centre.
Komosion’s customer journey mapping supported VTAC to transition from a one-size-fits-all, process-driven organisation to one that is customer-centric, automated and data-enabled.
Komosion approached the project by first gaining a deep understanding of the existing challenges through comprehensive research. This research informed the development of several strategic frameworks to guide VTAC’s transformation.
User research and customer journey mapping
CRM Strategy
Teresa Tjia
Komosion helped us identify areas where our new technology could deliver increasingly tailored support to tens of thousands of Victorians each year.
Background
VTAC recognised the need to evolve from its traditional, transactional operations to a model that prioritises the experiences and outcomes of its diverse stakeholders, including students, parents, schools and higher education providers.
The goal was to create a system that could deliver increasingly targeted and personalised solutions, optimising the matching process between students and educational opportunities.
Komosion’s task was to conduct in-depth research and develop strategic frameworks that would serve as a foundation for VTAC’s digital transformation, specifically informing the integration of Microsoft Dynamics.
Opportunities & Challenges
VTAC has earned the trust of Victorians by serving as the centralised admissions platform for tertiary education, streamlining the process for both students and institutions. By providing a transparent, equitable, and streamlined process for applying to universities and colleges, VTAC has earned the trust of students, parents, and educational institutions. VTAC’s clear communication and dedication to fairness have cemented its position as a trusted brand for students and families navigating the education system in Victoria.
This solid foundation meant the organisation could tackle some identified challenges, including:
- Complexity and Confusion in Processes: Students found the existing application process stressful, with some reporting confusion or dissatisfaction. There was a strong need for clearer communication and more supportive guidance.
- Diverse Stakeholder Requirements: VTAC needed to cater to a wide range of stakeholders, each with distinct needs. Ensuring that the new system could effectively address these varying needs while maintaining high satisfaction was a critical challenge.
- Legacy Systems: VTAC’s existing systems were rigid and transactional, limiting their ability to offer the personalised, efficient service that modern users expect.
Outcomes
Improved Stakeholder Understanding: Our research provided VTAC with a clear understanding of the needs and challenges faced by its stakeholders, informing more targeted and effective solutions.
Strategic Foundation for Digital Transformation: The frameworks and strategies developed by Komosion set the stage for VTAC’s transition to a more customer-centric, automated, and efficient organisation.
Enhanced Stakeholder Relationships: By focusing on the needs of students, parents and education providers, VTAC is better positioned to deliver value and build stronger, more supportive relationships across the education sector.