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Where do expectations come from?
• Discuss what are the main expectations of your students when applying for admissions?
• Discuss what are your expectations of the students when they apply?
14/10/2019 Finnish National Agency for Education 2
1. What is (student) journey mapping?
• A visualisation of a process that a person goes through in order to accomplish a goal
• putting the user/customer experience in the centre of the process
• representation of a typical experience
• telling a story to provide insights
• a design/CX tool for organisations, can be used for existing or plannedservices/products
• holistic view of the different factors influencing the customer experience
2. How to do mapping - before
• usually a cross-disciplinary work, build teams across the organisation/campus
• gather data – surveys, feedback, interviews etc.
• decide on the focus – admissions, new student, library, online application, alumni...
• be realistic with your goals and focus
3. How to do mapping - during
1. PERSONAS:
• build reliable representations of your user/customer that you can use to reflect on the experience (empathy)
2. SCENARIO:
• focus by defining goals and purpose; often this comes first but now it needsto be written down! Can also build scenarios that do not exist yet.
• Persona + scenario = lens through which you look at the journey
• what is the end goal for the persona?
3. How to do mapping - during
3. STAGES
• sequence of events in a timeline, ”A to B to C”
4. ACTIONS + MINDSETS + EMOTIONS <- the expectations!
• the narrative of the story,
• what is the persona doing, feeling, thinking, what is their motivation...
- what kind of questions are they asking?
• PAIN POINTS: specific problems your customer is experiencing at thatmoment
3. How to do mapping - during
5. TOUCH POINTS & CHANNELS
• Interaction: what are the persona’s touch points to your service?
• Methods of communication and service delivery, typical journeys are multi-channel
• some channels are beyond your control but it is important to note them
6. OPPORTUNITIES & OWNERSHIP
• find the gaps and shortcomings in the service, what are the opportunities?
• all insights are valuable and should be listed!
• ownership gives mandate and power to make changes
• Metrics: think about how to measure success
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4. How to do journey mapping - after
• if you have involved everyone, communication improves
• compare different journey maps to find priority areas for improvement/innovation
• keep the mapping a scheduled activity
Managing expectations – basic rules
1. Meeting expectations produces satisfied students.
2. Promise little, deliver a lot!
3. Be authentic.
4. Anticipate
5. Do not let expectations manage you.
14/10/2019 Finnish National Agency for Education 13
Kiitos!www.linkedin.com/in/joannakumpula/
