Delighting the customer: strategy, innovation & attracting new

students

Michael CarrierHighdale Consulting

CAFL Zagreb, 2018

Outline

Strategy models

Marketing models

Innovation

Evaluation & KPIs

Digital Marketing

QR code to download the presentation

2 x 2 matrix

2 x 2 matrix: student vs teacher satisfaction

Teacher Satisfaction

Happy students,

unhappy teachers

Stu

de

nt

Sa

tis

fac

tio

n

Unhappy students,

Happy teachers

Strategic models

Boston Matrix

Current

Products

New

Products

New

Markets

Market

Development[eg new sources,

segments]

Diversification

[eg digital in

source countries,

MOE, TT]

Current

Markets

Market

Penetration[eg price competition,

agent investment]

Product

Development[eg ESP, new niches,

digital]

Ansoff matrix

Porter’s Competitive Strategies matrix

Competitive advantage – key ELT forces

Current competitors

Quality perception

Innovation

Technology

Teacher development

Business model canvas

ReflectionBusiness Model• What’s your school’s Value

Proposition?

• What are your customer segments?

2 – Marketing models

“Marketing today is really "message making" aimed at influencing consumers' needs and wants.” Regis McKenna/MBA depot

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter F. Drucker

"We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.“ Jeff Bezos

Branding

Branding is about 4 key principles:• Differentiation

• Relevance

• Mind-share

• Heart-share

Positioning

Commodities Goods Services Experiences

Coffee Nescafe McDonalds Starbucks

Value brand Premium brand

Low Margin High Margin

Added Value

Customer Perception model

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Drucker

Reflection

USPs = Unique Selling Points• Specify what USPs your school

offers the market

• What is your positioning in the market? Value or premium brand?

Brand:• What’s your school’s Brand

Personality?

Innovation models• A new product

• A new way of producing the product

• A new feature for an existing product

• The opening of a new market

• A new course type

• A new way of teaching

• A new way of supporting learning

• A new service quality for students

• An attitude…..

• A competitive advantage…..

“Innovation is about adding value to the product or

service”

“Innovation is the commercial exploitation of ideas”

“Innovation is the creation of a viable new offering”

Companies still ask ‘How can we sell them our product or service?’ when they should be asking: ‘What do you need and how can we support you?’ Prof. Shoshanna Zuboff, Harvard Business School

Innovation components

Commodification

School Teachers C/book Accred. Exam prep USP??

School1 CELTA Headway EAQUALS Camb/Trinity

20% cheaper/avg.

School2 CELTA Headway BritishCouncil

Camb/Trinity

Large gardens

School3 CELTA Headway BC/EAQUALS

Camb/Trinity

Central location

School4 CELTA Headway IH/EAQUALS

Camb/Trinity

Elearning subscn.

School5 CELTA Headway EAQUALS Camb/Trinity

Tablet class-set

School6 CELTA Headway ISI/EAQUALS

Camb/Trinity

Indiv.service agent

Zones of Innovation

• Course product – getting them enthused

• Course types – providing what learners want

• Customer service – delighting customers

• Pre-experience & Post-experience

• Learning experience – building measurable success

• Classroom design & Technology use

• Teacher training – skills

• Learning outcome – what they can do afterwards

• Learning reward – certification, exam, prize-giving video

• Maintenance – making a customer for life

Innovation process: The hopper

http://www.m1creativity.co.uk

Ekvall’s innovation climate dimensions

Challenge How challenged, emotionally involved, and committed are employees to the work?

Freedom How free is the staff to decide how to do their job? Idea time Do employees have time to think things through before having to act? Dynamism The eventfulness of life in the organisation Idea support Are there resources to give new ideas a try? Trust Do people feel safe speaking their minds and offering different points of view? Playfulness How relaxed is the workplace - is it okay to have fun? Conflicts To what degree do people engage in interpersonal conflict or 'warfare?’ Debates To what degree do people engage in lively debates about the issues? Risk-taking Is it okay to fail?

Reflection

Complete this questionnaire about your own institution & discuss the results & implications

Disrupt yourself

Disruption concepts

Approaches:

• Disrupt from the bottom of the market (Intel Celeron)

• Disintermediate (Expedia, PayPal, Spotify)

• Move from Commodity to Experience (Starbucks, Netflix)

• Emotional branding (Apple, Prius, Whole Foods, Dyson, Gucci)

Cases:

• Kodak’s film business died

• DVD rental business died

• Travel agents dying

• Insurance brokers dying

• CD business dying

• Newspaper revenue model dying

• Terrestrial TV is under threat from streaming

• Textbook business looks like the next to collapse

Disruptive theory

The Innovator’s Dilemma, Clayton Christensen

Disrupt yourself

How?

• establish as management priority

• Set up innovation teams

• Evaluate & learn from new competition

Who?

• Identify fundamental customer needs

• Put yourself in customers shoes- what benefits do they want?

• Construct a list of adjacent possibilities

What?

• Build a digital bridge into standard products/service

• Use free digital tools

• Partner

• Measure differently

Digital disruption, James McQuivey

“Some brands have moved from the commoditycategory into experienceand emotion.

Emotional branding is about appealing to customers’ needs, aspirations & ego to create an emotional bond.

Brands can create growth and relevance with consumers by moving from Marketshare to Mindshare.”

Diversify

• Look at new niches & segments

• Look at wider demand

• Look at digital directions

• Diversify with parallel income streams

• Disrupt yourself with:

• ‘premium brand’ development

• ‘value brand’ development

• Shibboleths!

• Levels/hours/methods…

English with Lucy

Diversify29

Segments & niches

• Business

• Culture

• Junior

• ESP (eg TVET, health)

• EAP

• Pathway, foundation

• EMI

• Online, blended, adaptive

• Remote

• Synchronous tutoring

• Consultancy

• Ministry

‘’Recently clients do not request normal English lessons only’’ Study Travel Jan 2017

New learning models:

– CLIL, CBI

– Personalisation

– Learner autonomy

– Out-of-class offer

English for work and mobility:

– Business English

– EAP, ESP, EMI

English Plus...

– Golf, Cooking

– Mandarin

Lateral Diversification:

– TVET vocational English

– professional qualifications

– business content

– inter-cultural training

Flexible

learning

• Online

• Blended

• Synchronous

• Telepresence

• Remote tutored

• Remote untutored

• Personal tutoring

• Before/during/after

F2F

“Digital Learning is learning facilitated by technology that gives students some element of control over time, place, pathway and pace”

(Digital Now Foundation, 2014)

• Shibboleths? Elephants in the room?

• Why such short hours per week? Does

this attract students?

• Is CELTA methodology the best? Cut-

up bits of paper, really?

• Why do students have to stay in their

placement level for the whole course?

Why not move regularly?

• Is the methodology student-centred or

teacher-centred?

• Is the learning journey based on

flexibility of Time, Place, Pathway and

Pace?

Question

assumptions

Innovate in Learning & Teaching

Curriculum

Classroom design

Learning materials

Assessment

Pedagogy

Technology integration

Curriculum & course design

• Language content

• Thematic/cultural content

• Levels

• Sequence

• Mapping to online resources

• Coursebook agnostic

• Mapping to assessment

• Personalisation

• Adaptivity

32

Classroom design

Innovate in:

Innovate in teaching

33

TPACK

Reflection

In what area of the Learning & Teaching Offer would you like to innovate in your institution?

• Course

• Curriculum

• Teaching approach

• Materials

Innovation: Empowering

staff

Innovative staff

Cover story

Cover Headlines

Sidebars Quotes

Digital Marketing

Digital Marketing

• Online marketing

• Social media marketing

• Website marketing & SEO

• Email marketing

• Content marketing

• Mobile marketing

Focus on:

• Strategy

• Metrics

• KPIs

•Tumblr

•Tencent QQ

•RenRen

•Weibo

•Orkut

•Facebook

•Twitter

•LinkedIn

•YouTube

•Vimeo

•Pinterest

•Instagram

•Flickr

What is your story?

What’s your

Value

Proposition?

Reflection

Vocabulary QuizGive yourself 1 point for each term you can explain:

• SEO• NPS• PPC• UX• LX• UAT• CTR• CRO

Digital Marketing Strategy

What Digital Marketing Can Do For Your Business

A well-crafted strategically implemented content and email marketing strategy can help you to grow your business by:

• Increasing the number of leads in your sales funnel

• Building trust between you and current customers

• Maintaining a relationship with current customers and up/cross selling

• Increasing your customer awareness • Automating and customising marketing

messages depending on customer behaviour

Digital MarketingStrategy

SEO & m/l search

PPC

WOM

NPS

Conversion ratio

Touchpointexperience

Web offer

Social media

Website

What’s your story?

BrochureWare

• Information

• Reassurance

• Encouragement

• Excitement

• Social connections

But do you have:

• Instant online sales chat?

• Personal Skype video

call?

• Facetime advice call?

• SMS advice number?

• Language diagnostic

test(s)?

• Video testimonials?

• Social feeds?

• Downloadables?

• Learning bites?

Site design issues

• Responsive design

• SEO

• UX expertise in design

• UAT service

• Personas & segments

• Subsites

• Stickyness quotient

• Reason to return – R2R

• Content links to Facebook

• Customer journey mapping

• Chatbots & Voice

• Metrics

Institution case studies…..

Institu-tion

Resp. Fbk Twt Insta G+ YTube Blog Video Accmvid

Famous n 160k 2k no no no y hidden n

Internl y - - - - - y - n

Small n 18k no no y n y n n

Buzzy y 50k 6k 6k y 3k y n n

Often missing:

• Non-sales content: eg learning bites, quizzes, culture

• Accommodation videos

• Student testimonial videos (or even texts)

• Stickiness – few reasons to return (R2R)

• Online learning offer

• Modern scroll design

Do I need an App?

Purposes:

• Generate revenue from upsell

• Develop brand awareness & profile

• Admin function - support workflow (eg booking, registration, address)

• Link to course function/app – classroom, teacher, homework, resources, records, sponsor info

• Link to learning platform function/app – pre & post course

Reflection

Digital marketing scoreDoes your site have Responsive Design?

Are there links to Facebook, Twitter, Instagram,YouTube on the site?

Does your Facebook page have more than 10k fans?

Do you have more than 5k Twitter followers?

Is your Facebook or Twitter feed visible on the landing page?

Do you have a Google+ network?

Do you have Google Analytics installed and regularly checked?

Is there a Blog on your site?

Do you have videos of the institution on the landing page?

Do you have videos of student testimonials on the site?

Do you have videos of accommodation on the site?

Do you calculate Net Promoter Score for alumni?

Your Digital Score: give yourself

1 point for each ‘Yes’ answer

Search & SEO

How do they find you?

GoogleBing

YahooMultilingual searchOrganic/paid search

The Filter EffectDouble check search engine

results from different locations &

users:

Google search #1:

Google search #2:

Added –

• www.esl-languages.com

• www.studiocambridge.co.uk

• www.cam.ac.uk

Missed –

• www.ecenglish.com

• www.cambridgeforlife.org

Yahoo added:

• The English in Britain web site

• www.languageinternational.com

Bing Local added:

• Eurocentres, Regent Cambridge, Cambridge Academy, Fluency in English via Bing Local listings

Multilingual SEO

• Website localization

• Translation

• Keyword

optimisation

• Link building for

PageRank

Regional Search

Engines:

Germany:

Web.de - http://web.de

Altavista-

http://www.altavista.de

France:

Ecila - http://www.ecila.fr

Voila France -

http://www.voila.fr

Italy:

Virgilio - http://www.virgilio.it

Arianna - http://www.arianna.it

Russia:

Rambler -

http://www.rambler.ru

Yandex - http://www.yandex.ru

Spain:

Olé - http://www.ole.com

Multilingual SEO:

• Is your website constructed with

multiple languages?

• Does your website automatically

detect the source IP and deliver the

appropriate language?

• Are your keywords optimized

English keywords or are they non-

English as well?

• Are your keywords translated or re-

created by local experts?

• Do you have domain names with

the target country suffix (e.g. .de for

Germany; .fr for France)?

• Do you use foreign webhosting

providers for foreign domains?

• Submit your site to over 600 Search

Engines, eg

• http://www.mseo.com/

• http://www.submit-away.com

The Free stuff vs the Paid stuff

Free:

• Direct Search

• Website

• Social media reach

• Content sharing

• Influencer reach

Paid:

• Display ads on portals

• Adwords

• Adwords extensions – social, sitelinks etc

• PPC, CPC, CPA, PPA

• Social ads

Ad formats

Social Media Marketing Strategies

Social media basics

• Get website referrals

from social media

• Build network of

followers

• Increase SEO success

rankings

• Increase leads and

inquiries

• Increase enrolment

conversions

• News

• Testimonials

• Learning Bites

• Quizzes

• Images & videos

• Product info

• Links

Content:Goals:

Referral journey

Web-site

Direct

Search Social

Links

…the goals are around customer retention and ensuring customers can self-serve with ease. I monitor various metrics and KPIs all the way through the funnel, whether that's social or PPC reach, email open and click-through rates and user interactions online such as device, location, demographic, pages viewed etc. Keeping a close eye on conversions and CPA is essential for any digital progression and CRO next steps.

Social media strategy

“most companies are...broadcasting

commercial messages or seeking

customer feedback.

Customers reject these overtures

because their main goal is to connect

with other people, not with companies”

“Don’t just sell stuff – help people connect”

• Make sure you give your customers something valuable because they'd much rather spend the time talking to each other about their passions than engaging with you.

• Recognize that different types of influencers play varying roles at different points in the marketing funnel. You need to influence the agents, parents, employers, teachers

• Make your customers brand advocates Give them the opportunity to impact not just marketing but product development, customer service, and innovations, too.

• Develop your authentic social voice for the social media platforms. And make your brand a social brand.

Twitter

• Build a following

• Understand your audience

• Choose what to tweet

• Link to something interesting

• Call to action

• Ask for input

• Decide when to tweet

• Set up Hootsuite or TweetDeck

• Target tweets

• Set up mention tracking

• Schedule multiple posts

• Set up a Twitter team

http://www.audiense.com

Twitter Content Strategy

58

Twitter as customer support

@CambridgeEng

provides overall news and product information & has the largest number of followers

@CamEngTeachers

supports teachers who use the Cambridge English Teacher website and teacher development courses

@CamEngHelpers

is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally

Key Performance Indicators:• Number of followers

• Number of tweets

• Number of retweets by

followers

• Level of engagement

and activities in a 30 day

period

• % retweets by followers

compared to total

number of tweets in a 30

day period

Facebook

Facebook strategy tips

1. Define your customers

2. Concentrate on

conversing and building

relationships, instead of

broadcasting and selling.

3. Use a Facebook

personal profile AND a

Facebook business page

TOGETHER.

4. Cross-post and cross

promote

5. Use a social media

dashboard like Hootsuite

6. Measure and track

your social media results

http://socialmediatoday.com

Bite-sized learning …

Key Performance Indicators

• Detailed fan analysis - Number of fans

vs. country’s total Facebook population

• Interaction analysis - Number of likes,

comments and shares

• Content analysis

• Page Insights analysis

• Friend referrals and Facebook

recommendations

• Page reach and frequency

• Number of advocates and influencers

• Amount of traffic directed to our website

• Cost-effectiveness of advertising

campaigns

• Facebook customer care numbers

Visual Social Media:

YouTube, Instagram, Pinterest

YouTube channel:

• Institution tours

• Accommodation tours

• 360 degree tours

• Video testimonials

• Mini-classes from faculty

• ‘Our system’ USP video

• Social programme videos

Visual marketing - Instagram

Instagram:

• Annotate and share your photos to your network

Regram:

• Re-share someone else’s photos and annotate them further to Twitter or back to Instagram networks

‘’….images appeal to emotions, they strike a chord with consumers, and resonate across cultures.

Photos drive more engagement than any other kind of post. On Facebook, photo posts increase the interaction rate by 39% ’’

ReflectionContent sharing:

What has your institution used Facebook, Twitter and Instagram for?

What kind of content have you created and shared?

In what ways has it been helpful?

Metrics

Monitoring social media & ROI

• Monitor all social media

conversations and summarise in

metrics

• Compare effectiveness of

outreach of each social media

channel

• Post new messages to all social

media from one central sourcewww.SproutSocial.com

www.Klout.com

Net Promoter Score (NPS)

• Who to ask?

• When to ask?

• How to phrase it?

• Share results with staff

Take Aways

General English alone is not enough

- Learners need broader & more

flexible choices

1

2

3

5

6

7

Enhance your Learner Experience

Audit your digital strategy

Research your markets and their

segments: identify new niches and

new USPs

4

8

Disrupt yourself!

Design a Digital Marketing

Strategy

Design your messages and

interactive content to engage

customers

Build rich content for all social

networks

Build staff & external expertise in

Digital Marketing

Subscribe to metrics - track, map

data against enrolments & look for

success patterns

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