Taking customer journeys further

From the initial awareness to alumni, Oxford Brookes University aimed to deliver excellent experiences to their customers. To do this, they needed a better understanding of them. What were their motivations, needs and challenges? What were their expectations? And how well were those expectations being met? They partnered with us to find out the answers.  

Our research involved engaging with over 1,700 stakeholders and analysing over 2 million data points from their application and student record systems. This allowed us to create personas and journey maps, which we shared with stakeholders via several workshops.  

This process enabled us to prioritise areas where journeys could be improved, which we used to create a new Customer Experience Strategy. We also ran statistical modelling of their application data to identify risks and opportunities and make recommendations for future targeting and outreach activity. 

Our work resulted in 20 propensity-based audience segments, 15 distinct audience personas, customer journey maps for each persona and a robust CX strategy. Oxford Brookes now has a clear direction and prioritised action plan to improve its customer experience. They're also using the insight to feed into existing strategic initiatives.