1. Introduction 2. Web Benchmark Methodology 3. Web Benchmark Results 4. Conclusion

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1 Online Customer Experience Universities Benchmark Keri Ramirez October 2006 Agenda 1. Introduction 2. Web Benchmark Methodology 3. Web Benchmark Results 4. Conclusion Australian International Education Conference

2 Online Customer Experience Customer experience is the quality of the experience as apprehended by a customer resulting from direct or indirect contact with any touch point of a company. Now including online. Online Customer Experience Online experience Traffic First point of contact Segment of the market Integrated marketing communications Now including online. Australian International Education Conference

3 Online Customer Experience Webstats are not enough? - Traffic Online Customer Experience Monthly Traffic to Macquarie International website 120, , ,000 90,000 80,000 1,000,000 visits in 2006,000 60,000 50,000 40,000 30,000 20,000 Nov-02 May-03 Nov-03 May-04 Nov-04 May-05 Nov-05 May-06 Australian International Education Conference

4 Online Customer Experience Webstats are not enough? - Traffic - Popular Sections - Visits by Country - Correlation with enrolments - Search Engines - Are they happy? Online Customer Experience Looking for Customer Satisfaction Childcare solution DIY solution Talk to the experts Australian International Education Conference

5 Global Reviews Website Customer Experience Benchmark Methodology Research Methodology A. Benchmark Development Industry Input Consumer Criteria B. Half-yearly Benchmarks B2. Results for the industry are processed, ready for weightings to be applied D. Final Results A1. Benchmark initially developed with input from the industry, consumer surveys and GR A2. Between individual, objective benchmark criteria are developed, depending on the industry B1. The client s website and their 5x nominated competitors are each assessed against the criteria Results Survey We Think! C4. Results are transformed into weightings which are applied to the industry s objective criteria results (B2) D1. Final, weighted results are processed and distributed halfyearly C1. Annual online surveys are conducted to determine the relative value consumers place on different aspects of that particular industry s online experience C2. Respondents are from GR s internal panel and selected 3 rd party panels C3. Generally 1,000 1,500 valid responses per survey C. Annual Consumer Surveys Australian International Education Conference

6 Customer Experience Scale What do the scores mean in terms of customer expectations? 82% + 75% - 82% 68% - 75% 62% - 68% 55% - 62% 50% - 55% < 50% Meets Fails Industry Comparison Overall Results Higher Education vs. other industries Web Benchmark % % 60% 50% 40% 30% 20% 10% 0% Australian International Education Conference

7 Industry Comparison Overall Results Higher Education vs. other industries Web Benchmark % % 60% 50% 40% 30% Higher Education Health Insurance Mobile Phones Airlines Saving Accounts Credit Cards Internet Service Energy 20% 10% 0% Higher Education Web Benchmark Data Hierarchy % Categories Content Site Utility Prospective Students Current Students Student Support Subcategories (51) Application English School Entry Requirements Foundation Year Criteria (662) Are Entry Requirements shown for I.S.? Is there a Entry Requirements table? Is English language competency included? Are intake dates shown for each course? Australian International Education Conference

8 Higher Education Web Benchmark Assessment conducted Q universities (17 Australia and 3 New Zealand) 5 main categories and 662 criteria Auckland Uni of Technology Auckland University Curtin University Deakin University Griffith University La Trobe University Macquarie University Massey University Melbourne University Monash University Newcastle University Queensland Uni of Technology RMIT University University of Queensland University of South Australia University of Sydney UNSW UTS Victoria University Wollongong University Higher Education Web Benchmark Category 1 Prospective Students Value Proposition and Attributes: General information about the university and their programs. Course Information: Assistance in selecting the more appropriate course. Application: Assistance provided to students seeking to apply to study at the University. Including information on entry requirements. INDUSTRY AVERAGE: 79.7% Exceed Australian International Education Conference

9 University Score Experience Wollongong University 91 Category 1 Prospective Students Newcastle University University of Sydney University of South Australia Auckland Uni of Technology RMIT University Auckland University Melbourne University Deakin University Griffith University UTS Monash University Macquarie University Queensland Uni of Technology UNSW University of Queensland Curtin University La Trobe University Victoria University Meets Massey University Fails Expecations Higher Education Web Benchmark Category 2 Current Students Living at University: General information about accommodation and cost of living. New Student Activities: Information on Orientation & Enrolment activities, pre and post arrival information and important dates for student. Graduation: Assistance provided to students seeking information about graduation ceremonies and completion of courses. INDUSTRY AVERAGE: 74.6% Exceed Australian International Education Conference

10 University Score Experience University of South Australia 87 University of Queensland 84 Monash University 84 UTS 83 Category 2 - Current Students Deakin University Melbourne University Auckland University Queensland Uni of Technology UNSW Newcastle University Wollongong University RMIT University Victoria University La Trobe University Auckland Uni of Technology Macquarie University University of Sydney Griffith University Curtin University Meets Massey University 59 Fails Higher Education Web Benchmark Category 3 Content University Content: Details about the University including student testimonials, university statistics and information on scholarships. Local Knowledge: Understanding the country and state or region. Studying Information: Vital content for students including information on visas. University facilities: Services and facilities for students. INDUSTRY AVERAGE: 78.4% Exceed Australian International Education Conference

11 University Score Experience Wollongong University 94 University of South Australia 93 Auckland University 87 Auckland Uni of Technology 86 Griffith University 85 Category 3 - Content Monash University Newcastle University RMIT University UNSW Melbourne University UTS Curtin University La Trobe University University of Queensland Macquarie University Queensland Uni of Technology Victoria University 72 University of Sydney 71 Deakin University Massey University 56 Fails Higher Education Web Benchmark Category 4 Site Utility Navigation: Navigation to relevant information and other navigational elements. Site Tools: Site Index and site map. Use of quick links and search function. Use of pages in a language different to English. INDUSTRY AVERAGE: 64.8% Meets Australian International Education Conference

12 University Score Experience UTS Wollongong University 76 UNSW 75 Auckland University 73 Category 4 Site Utility RMIT University Macquarie University Deakin University Griffith University University of Queensland Queensland Uni of Technology University of Sydney Monash University Auckland Uni of Technology Melbourne University Curtin University Newcastle University Meets Massey University 55 University of South Australia 53 Fails Victoria University 51 La Trobe University 50 Higher Education Web Benchmark Category 5 Student Support Contact Information: Details of contact information for international students ( , phone, location and web). Student Services: Services offered to international students including facilities and support. Self-servicing queries: FAQs INDUSTRY AVERAGE: 74.3% Australian International Education Conference

13 University Score Experience RMIT University 89 Category 5 Student Support Auckland University Melbourne University Macquarie University University of South Australia Queensland Uni of Technology Monash University UNSW Auckland Uni of Technology University of Sydney Deakin University Griffith University Wollongong University Curtin University Victoria University University of Queensland UTS 67 Newcastle University 66 Meets La Trobe University 61 Massey University 43 Fails Higher Education Web Benchmark All Categories Prospective Students Current Students Content Site Utility Student Support Meets Meets Meets Meets Fails Fails Fails Fails Fails Australian International Education Conference

14 University Score Experience Auckland University 82 Wollongong University 82 Overall Results Web Benchmark University of South Australia RMIT University Monash University Melbourne University UNSW UTS Auckland Uni of Technology Deakin University Queensland Uni of Technology Griffith University Macquarie University University of Sydney University of Queensland Newcastle University Curtin University La Trobe University Meets Victoria University 65 Massey University 54 Fails Implementation of Recommendations Content is king Delegate responsibilities Track actions The market is dynamic and remember Traffic First point of contact Segment of the market Australian International Education Conference

15 Thank you for your time Australian International Education Conference