Successful global brands listen to their customers and design a personalised experience to retain loyalty and foster advocacy. As brand marketers of international education, are we investing enough in deeply understanding our students’ needs and delivering an experience of a lifetime?
This e-poster presentation will tell the success story of the international education industry in New Zealand, which is predicated on a positive student experience (SX). Education New Zealand has taken a deep dive into understanding the motivators of the student experience to ultimately get at the heart of what makes SX transformational. It mapped out the complex ecosystem that students intersect with in the community and the highs and lows of their experience. It designed a digital student experience solution around the student journey and worked with students not only to help get it right, but to amplify the student voice.
Just as it takes a village to raise a child, it takes a community to deliver a great student experience. International student information needs are complex and those needs change along the student journey. Digital technologies can enable not only the delivery of engaging information but the building of communities where students can share the wisdom of their own experiences to positively affect the experience of others. Investing in lifting the quality of the student experience is a long game. Word-of-mouth advocacy begins early in the student experience and continues along the student journey. Ultimately, we are investing in our most powerful brand asset – lifelong advocacy.
Key interest area: Marketing and recruitment (M&R)
Other key interest areas: Students (STU )