Project overview
Arriving at the best solution:
- Accurately mapping student journeys
- Data modelling & developing personas
- Maximising audience engagement tools
Starting at the end
Oxford Brookes University had an ultimate aim – to deliver excellent experiences to their customers, from their initial awareness to alumni. But first, they needed a better understanding of them. What were people’s motivations, needs and challenges? What were their expectations? And how well were those expectations being met? They partnered with us to find out the answers.
Heading in the right direction
Our research involved:
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engaging with over 1,700 stakeholders
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analysing over 2 million data points from their application and student record systems.
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prioritise areas where journeys could be improved
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run statistical modelling of their application data to identify risks and opportunities
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make recommendations for future targeting and outreach activity.
This crucial insight allowed us to create well-rounded personas and accurate journey maps. We also delivered several workshops, to really bring these to life for project stakeholders and teach them how to use them to their full potential.
This process enabled us to:
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prioritise areas where journeys could be improved
-
run statistical modelling of their application data to identify risks and opportunities
-
make recommendations for future targeting and outreach activity.
A new way forward has arrived
Our work informed and shaped a new, robust Customer Experience Strategy, and resulted in:
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20 propensity-based audience segments
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15 distinct audience personas
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customer journey maps for each persona.
Oxford Brookes now has a clear direction and prioritised action plan to improve its customer experience. They're also using the insight to feed into existing strategic initiatives.
In their own words
In their
own words
Suzy Jenner, Director of Marketing & Communications, Oxford Brookes University
“SMRS took this critical and comprehensive brief and implemented a clear and methodical approach to help us understand our audience, our current position and what we needed to do to make it better for our customers. The findings have already started to make a difference and we’re continuing to work with SMRS to keep advancing our position.”
Meet a few members of our team
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