The UK undergraduate applicant journey...
Summary
...what have we learnt from the last 2 cycles and what shall we hold on to as we plan the best customer experience for the future?
The past 2 years have forced us all to look more closely at how to deliver the best possible customer experience. During this challenging period SMRS worked with the Universities Marketing Forum (UMF) to deliver two sector wide, syndicated research projects looking at the behaviours of future undergraduate students, applying to enrol at university in both the 2020/21 and 2021/22 academic years. The research involved a sample of 34,000 responses collated from 47 universities and featuring representation from all parts of the UK and a variety of different mission groups. The research has provided a hugely valuable and unique insight to help inform our marketing, communications and event plans. This session will share some key insights from the UMF syndicated research and then explore the core components of developing and implementing an effective customer experience strategy, focused on meeting audiences’ needs to improve institutional performance. There will be real examples from UK institutions and attendees will have the opportunity to work together to address some common challenges
