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Transcript
D8 Tuesday 9th December Session D 15.45-16.15 Programme number: D8 Research Domain: Management, leadership and governance James Seligman, John Taylor University of Southampton, United Kingdom New approaches to higher education marketing: the emergence of customer experience management (CEM) (0363) In recent years, the emergence of new competitive forces within higher education and the idea of the student as a consumer have contributed to the emergence of marketing as a key management function within universities and colleges. Geiger argues that “the competition for students, for good or ill, has bred consumerism – a reversal of attitude from students as clients, fortunate to attend a particular university, to students as customers who must be pleased with a variety of amenities – from upscale dormitories to mall-like shopping facilities – that have little to do with actual education” (Geiger, 2004; see also Naidoo, 2003, 2008). Traditionally, marketing activity has centred on the four ‘Ps’ (product, price, place and promotion), but increasingly the concept of “value propositions” has taken over (for example, Anderson, Narus and van Rossum, 2006; Chaffey, 2007, Fifield, 2007). Customer (or student) value requires an organisation to seek out and add value by providing differentiation (making the university choice easier), segmentation (treating the student as an individual) and branding (a reason to choose a particular university). An extension of this approach now beginning to impact on higher education is the idea of customer experience management (CEM), defined by Schmitt as “the process of strategically managing a customer’s entire experience with a product or company” (Schmitt, 2003). CEM seeks to analyse the customer experience at every “touchpoint”, offering a holistic approach and building a range of data on the interaction between customer and organisation. For higher education, CEM is intimately linked with ideas of customer satisfaction and consumer loyalty. This paper examines the application of CEM in UK universities. Based on a survey of corporate marketing and communications departments, the paper examines to what extent such marketing methods are now commonplace in UK universities and their detailed forms of application. The paper also aims to provide a typology of marketing activities and to provide new theoretical and practical understandings by relating marketing commitments to various other performance indicators in higher education.