The international higher education sector is highly competitive. Pre-existing regulatory notions are being challenged and new entrants, unencumbered by legacy, are redefining the student experience. The sector needs to react quickly to differentiate and deliver excellent student experiences.
Creating a shared understanding of prospective students is crucial to how we design and deliver better experiences. This e-poster will provide lessons from the front line on how to design the end-to-end customer experience for international students. RMIT has managed to bring together the brand and student experience for a unique offering. It focuses on priority segments across Melbourne, Vietnam, Singapore and Hong Kong, and provides the foundation to shape a whole-of-RMIT perspective.
The insights provided by this e-poster will include:
* Circumstance, location and reason for study are variables that may unify a prospective student experience.
* Family and social connections exert a strong (but indirect) influence on the decision-making process for prospective students.
* The country you are from can have a strong influence on what you look for when researching and choosing a university.
* Course offers on price, reputation and location play an important role in prospective student decision-making on where to study.
* School-leavers are usually focused on completing school, which makes it difficult to plan university.
* The prospective student journey is characterised by subtle influences, more than pain and delight points.