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Measure for measure
How implementing an experience
management platform can
help universities compete more
effectively at home and abroad.
By Bill McMurray
A
ttracting students both domestically
and internationally is essential to
the ongoing success of Australian
universities. However, competition is fierce,
not just within Australia but from global
and online providers alike. Consequently,
universities are looking to leverage any
competitive advantage they can find.
Of course, education outcomes are
crucial, but operational factors can also
contribute significantly to whether a
university is competitive. Using data to drive
action can help universities streamline
operations; improve the student, faculty,
and staff experience; and deliver better
outcomes across the board.
However, using data successfully depends
on the quality of that data. Getting the right
types of information in the first place will
dictate how successful the data analysis
project will be. There are external sources
such as exam results and employment
statistics. However, a telling metric for
universities is how satisfied stakeholders are
with their interactions with the university.
Direct surveys are the most
comprehensive and accurate method
for finding out where they’re meeting
or exceeding expectations, and where
improvement is needed. This is where
universities can benefit from an experience
management platform similar to those used
in corporate environments.
Experience management tools let
universities measure the satisfaction of
students, faculty, staff and other stakeholders
like parents or employers. These tools
let universities gather information, derive
actionable insights, and move fast to improve
in the right areas. Built-in analytics let
universities benefit from big data.
Importantly, the right tools mean that it’s
not necessary to have a statistics expert
on standby to help analyse the results and
gain those insights that can drive action.
This speeds up the process, removes
barriers, and lets universities act faster for
an improved competitive advantage.
THERE ARE FOUR KEY WAYS
THIS CAN BENEFIT UNIVERSITIES:
1
Teaching and learning
Feedback forms filled out at the end
of a course can only provide so much
insight. Universities can gain a more well-
rounded view of the student experience
and the staff member’s performance
through 360-degree feedback. Experience
management platforms offer new ways to
measure this and provide a snapshot that
can help set the direction for improvement.
These platforms can also be used
to capture information on other topics
such as learning enrichment or student
performance. This delivers a more
comprehensive set of insights to the
university that can lead to positive changes.
2
Engaging and developing
Real-time data means staff and faculty
can move faster to help students who may
be otherwise at risk of failing. Addressing
students’ issues before they escalate or result
in a failing grade can help improve outcomes
and lead to a better student experience,
which can make a university more desirable.
For universities looking to transform
teaching methods, experience management
platforms are ideal because they help
test the reactions to any changes and
continuously gather feedback as the
changes go from introduction to acceptance
or rejection. This can help universities
manage change more effectively as well as
identify better ways of doing things based on
people’s feedback. This can also help save
time and money since universities can pivot
away from approaches that aren’t resonating
and focus on those that are.
3
Managing performance
Sophisticated platforms facilitate peer
reviews that let leadership teams spot areas
of strengths and weaknesses across the
university. They can use this information
to provide additional training, manage
mentoring programs, track professional
development, and, ultimately, improve
performance.
4
Streamlining operations
In an age of increasing digitalisation,
universities can use experience
management tools to replace paper-based
processes in the organisation. This can
include authorisation forms or class change
requests, for example.
Universities considering implementing an
experience management platform should
look for one that offers more than simple
survey capabilities. Instead, they should seek
a tool that delivers an overarching view of the
entire experience, from all vantage points,
within a single platform. This helps unify
the data, which makes it easier and faster to
analyse and gain valuable insights to act on.
Decision-makers should look for a solution
that includes: real-time, customisable
dashboards; closed-loop case management;
resource audits; digital form creation; event
management; HR management; and
integration with internal systems.
Implementing a comprehensive solution
can help academic staff accelerate their
professional development, administrative
staff improve their performance, and
students achieve excellent educational
outcomes. Combined, these goals will help
universities compete more effectively on
the world stage as well as at home. ■
Bill McMurray is managing director,
Asia Pacific and Japan, at Qualtrics.
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