Customer Experience and Life Long Learning

Customer Experience and Life Long Learning

Do you have a good understanding of Customer Experience (CX)? If you’re working in a business or studying for a business qualification and you can’t confidently answer that question, you’re probably going to be at a significant disadvantage. The landscape of marketing, and of business in general, has shifted dramatically in recent years, and CX is now at the heart of it all.

Simply put, customer experience refers to the cumulative impact of every interaction a customer has with a brand. It’s not just about the quality of the product or service but also about how customers feel when they engage with a company, how easy it is to navigate the purchasing process, and whether they feel valued and understood. CX encompasses all the touchpoints a customer encounters, from marketing and sales to customer service and beyond.

In the past, businesses focused on creating the best possible product or service and then promoted them through various channels. In today’s world, companies now understand that to win and retain customers, they have to create seamless, enjoyable experiences that resonate on an emotional level. A recent Harvard Business Studies survey (2022) found that 94% of business leaders believe that delivering industry-leading CX is crucial to their success. Therefore, instead of merely pushing products, companies are now crafting experiences that make customers feel heard, appreciated, and connected to the brand.

Businesses typically use several key metrics to gauge the effectiveness of their CX strategies. These include the Net Promoter Score (NPS), which measures customer loyalty and the likelihood of customers recommending the brand to others; Customer Satisfaction (CSAT) scores, which provide direct feedback on specific interactions or products; and Customer Effort Score (CES), which assesses how easy it is for customers to achieve their goals when interacting with the company.

You can think of CX in the context of education institutions as well. We all need to engage in lifelong learning to be successful in securing employment opportunities and to progress in our careers. But do the institutions we choose as our learning partners provide us with a good customer experience?

The education customer experience can be traced through several critical touchpoints. Early on is the application process. From the moment you decide to apply, the ease with which you can gather information, submit your application, and receive feedback sets the tone for your entire experience.

Once your application has been accepted, the payment, registration and onboarding processes become the next touchpoints. Here, quick response times and personalised support provided by the institution, are key. Smooth, easy to navigate steps which are centred on your needs will make you feel confident in your choice of institution. However where you feel like you are just part of a very big crowd, this might leave you questioning whether you’ve made the right decision.

The learning and teaching phase is perhaps the most critical touchpoint in the education journey. This is where the true value of your education is realized. The quality of the curriculum, the expertise of the faculty, and the availability of resources all contribute to your experience. In today’s fast-paced world, it’s essential that the course content is not only relevant and up to date, but is also delivered in a way that engages and inspires you. Education institutions that excel in this area not only teach what is new and relevant but also ensure that their teaching methods will help you develop real skills and competencies that businesses want.

Assessment linked to teaching and learning is another vital touchpoint. How fair and transparent are the marking processes? Do you receiving timely feedback that helps you improve? How you experience these elements can either motivate you to work harder or leave you feeling frustrated and disengaged. Finally, graduation marks the culmination of one phase of your education journey. The support you receive as you transition from student to graduate, the ceremonies that celebrate your achievements, and the opportunities for alumni engagement, all contribute to the lasting impression the institution leaves on you.

At it’s heart (CX) is fundamentally about integrity and trust, which forms the bedrock of any meaningful relationship between a brand and its customers. When businesses engage with customers, every interaction is an opportunity to either build or erode these crucial elements. Integrity in CX means being authentic, transparent, and consistent in delivering on promises, ensuring that what is communicated aligns with the actual experience. Trust, on the other hand, is earned through this integrity – it grows when customers consistently feel valued, respected, and understood by the brand.

Businesses that prioritize integrity and foster trust at every touchpoint can differentiate themselves in a crowded marketplace. This commitment to doing what is right, even when it’s not the easiest path, resonates deeply with customers, leading to stronger loyalty, positive word-of-mouth, and long-term success.

So, when it comes to selecting the right educational institution for your studies it’s not just about finding an institution that offers the courses you want. It is also about choosing an institution which understands and practices of customer experience, which offers this as part of what it teaches and whose ethos and culture embody customer experience in every aspect of the student journey.

Whether you are a business professional or a student, understanding CX is crucial to navigating today’s competitive landscape. For businesses, it means the difference between thriving and merely surviving. And for those who recognise the importance of lifelong learning, knowing about customer experience can greatly enhance your career prospects in the new world of work. Moreover really understanding and getting to grips with CX can profoundly change the way in which you see the world, and shape how you interact with others and what you in return expect from them.

Harvard Business Review Analytic Services. (2022). Transforming Customer Experience Inside and Out. [online] Available at: https://leaders-pulse.com [Accessed 16 Oct. 2024].

Geoff Schreiner

Head Business Studies