Project Description

La Trobe University – Customer Experience

The Challenge

La Trobe University engaged Komosion to map applicant and student interactions with the university (including business processes, systems and hand-off points) across the student lifecycle from application to enrolment.

Secondly, Komosion was tasked with developing a student experience strategy for enhancing these interactions with a view to optimising student satisfaction and maximising conversion and student retention rates.

The focus of our work was to give shape to the ideal student experience rather than forensically document the existing process and all touch points and gaps.

The Solution

Komosion has proven expertise in helping its university clients work out where they can have the biggest impact on student satisfaction, ultimately with the aim of reducing churn and increasing advocacy.

Looking objectively at the domestic, undergraduate student experience from Application to Enrolment. We employed a range of techniques including primary research and student journey mapping. Our objective was to work out where we can have the biggest impact on student satisfaction through discovering insights into the emotional wants and needs of students, and ways to meet them to improve conversion and retention.

We reviewed the Student Experience across all channels, including digital and physical, to determine needs against the performance of information and service channels in meeting those needs.

The Result

The complex university student journey was revealed. We developed an understanding of the “hearts and minds” of potential and existing students through mapping student journeys and analysing the student experience (from the student point of view).

Through our process, we identified the phases a student goes through in selecting a university to enrol in. Each phase articulated the key steps, moments of truth and all the different channel touch-points.

We developed Master Student Journeys which identified Needs, Gaps, “Moments of Truth” and teased out new ways to segment and engage the student audience – via digital and physical channels. This took the form of a Draft Action Plan incorporating a raft of actionable insights and recommendations.