To make the student recruitment in your Educational Institution it is necessary to invest in a good strategy that combines Inbound Marketing and Outbound Marketing actions. Although the fields are complementary, each of them requires a different perspective to speak to their personas (fictional character who represents their typical students).
Despite this, the two share the same point: Customer Experience (CX), or Customer Experience. When carrying out CX Analytics work (Customer Experience analysis), your team identifies investment possibilities and actions that must be taken to improve the impact of attracting students.
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Continue reading and understand more about this subject!
What is Customer Experience?
Customer Experience, CX or Customer Experience is the terminology adopted to talk about the relationship that people have with a certain brand across all its points of contact (campuses, billboards, advertisements, content production, webinars, emails, etc.).
And here it is important to make a distinction that is more specific to Educational Institutions: we are talking about the experience of a client, not a consumer.
The consumer is the person who makes decisions based on price and cost-benefit. On the other hand, the customer is the one who consumes the products and services of a particular brand.to sympathize and have had good purchasing experiences previously — in the case ofEducational institution, having had a good experience taking a course, for example.
How does Customer Experience Analytics work?
Knowing this, it is easy to understand what Customer Experience Analytics is: it is the collection and analysis of data about the experiences that customers (or students) have when interacting with the brand.
In other words, CX Analytics is nothing more than a survey of the relationship that you, as a brand, have created and nurtured with each of the people who consume, or have consumed, a product or service offered by your company.Educational institution.
How does CX Analytics collect data?
To carry out an analysis, the first step is to collect the data, correct? But… How is this done in the case of customer experience? Is it possible to measure the relationship that your students have with the brand of your Educational Institution?
Yes! There are some metrics that can be evaluated and provide an excellent basis for understanding what are the main points of attention and improvement that your brand should have.
See some of them!
Customer Effort Score (CES)
In free translation, Customer Effort Score means Customer Effort Index. This metric is used to identify how much effort a customer needs to exert to be able to perform a certain action.
Is registration for your courses simplified or do people have difficulty in the registration process? Is your student service efficient or does bureaucracy cause slowness? These are some questions that can be answered with this indicator.
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Customer Satisfaction Score (CSAT)
CSAT is the metric that evaluates your students' satisfaction with the brand, campus, course, service offered, extracurricular opportunities and other services at your Educational Institution.
This CX assessment methodology is simple and helps you identify how well your brand's work is being done at points of contact with students.
Net Promoter Score (NPS)
NPS is, without a doubt, one of the best-known metrics when it comes to CX. It was created by Fred Reichheld and is used to measure the degree of loyalty that customers have with a given company.
It is this methodology that allows your team to divide your students into three large groups:
- detractors — people who criticize yourEducational institution and they say that their life got worse after the relationship with the brand;
- neutral — they just have the necessary relationship and probably do not intend to take a new course in theirEducational institution;
- promoters — people who say they have a better life afterstart to relate to your brand. They recommend your services and are loyal customers.
Churn Rate
Chrun Rate is another well-known metric. It serves to identify a company's customer turnover, and helps to understand how much revenue is lost due to the breakdown of relationships with people who use the service offered.
When well designed, this metric can identify the main reasons for dropping out of a course, critical periods, average Churn expectation by student age or demographics, etc.
Market benchmarks for CX metrics
For educational institutions to be able to assess their performance in relation to the market, it is useful to consider updated benchmarks of the main customer experience metrics. For example, studies indicate that the average Net Promoter Score (NPS) for the education sector varies, making it essential for each institution to monitor its evolution over time and seek continuous improvements.
The Customer Satisfaction Score (CSAT) is a direct metric for measuring student satisfaction at specific points in the journey, such as after service or completion of a course.
The Customer Effort Score (CES) assesses the effort that the student needs to make to interact with the institution, being essential for identifying and reducing barriers in the student experience. Finally, the Churn Rate helps to understand student turnover, being crucial for monitoring and implementing effective retention strategies.
Caption: Evaluating the user experience with data is the first step to capturing more and better data.
How does CX Analytics help Educational Marketing?
All the metrics we have mentioned so far are used to understand how your students’ relationship is with your company.Educational institution. And this is the great point of CX Analytics: identifying strengths and points for improvement.
By observing the perceptions that students have about your brand and obtaining the necessary insights, it is time to create focused and personalized strategies to reduce each of the points that deserve attention.
This may seem a little strange, since the initial focus seems to only target those who are already enrolled, but that's not the case. By improving the experience of its current students, the brand creates a new image. This brand work is extended to other points of contact, including the content yourEducational institution produces advertisements, tests, events and the like.
Added to this, there is also the possibility for students to begin to have a more positive relationship with theirEducational institution, which generates satisfaction, retention and indications.
This way, your team can use CX Analytics to create a data-driven action plan and make informed decisions. This reduces the chance of errors and ensures more efficient results for theEducational institution, in addition to improving what your students actually consider important.
Summary: CX Analytics evaluates the student experience across all touchpoints with your educational institution. Metrics like NPS, CSAT, CES, and Churn Rate help identify friction points and improvement opportunities, directly boosting enrollment and retention. With real data, your team can make smarter decisions and increase the impact of your educational marketing strategies.
How can student experience analysis improve enrollment?
What is Customer Experience (CX) in educational institutions?
It’s how students and prospects perceive the institution across all touchpoints, from the website to in-person support. Positive experiences increase trust, interest, and the likelihood of enrollment.
What is CX Analytics and how does it work?
CX Analytics is the process of collecting and analyzing data on how students interact with the institution. Metrics like NPS, CES, CSAT, and Churn Rate help identify pain points and improvement opportunities.
What are the most used CX metrics in education?
The main ones are:
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NPS (student loyalty);
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CSAT (satisfaction with specific touchpoints);
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CES (effort to complete actions);
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Churn Rate (course dropout rate).
How does CX Analytics support student recruitment?
Improving the experience of current students enhances the institution’s brand perception. This strengthens marketing content, ad performance, and referrals — leading to more qualified student leads.
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