Student life cycle11/11/2023 As shown in Figure 2 below, the output of this research revealed: To understand the extent to which student journey mapping efforts are being used by institutions of higher education, we used Google searches and web scraping to find as many examples as we could. These components are outlined in Figure 1 below. Overall, most journey maps comprise five components -personas, stages, touchpoints, mindsets, and opportunities-which enable stakeholders to illuminate the aspects of the journey. Journey mapping is not a novel approach: organizations such as Emirates Airlines have deployed journey mapping to ensure all staff members understand what’s expected of them with each customer interaction and illustrate the relationship a customer has with the airline. To better represent the reality of student experiences and reshape these experiences from a student perspective, some schools are borrowing a concept pioneered by the corporate world called customer journey mapping-or in the case of higher education, student journey mapping. Unfortunately, the cost of adopting the typical view can be high for many schools, blinding them to problems students face in their institutional interactions and how these problems impact enrollment, persistence, or the student experience. In reality, it is more like a highway full of roadblocks and traffic jams. The typical vision of the student journey is a single, seamless trajectory, beginning at admission and ending with graduation. With additional contributions from Richard Garrett, Eduventures Chief Research Officer at ACT | NRCCUA, and Clint Raine, Eduventures Client Research Analyst at ACT | NRCCUA.
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