understanding the international student journey, and what you should be doing to influence it
DESCRIPTION
Duncan Findlater, Director of Product and Client Services, HobsonsTRANSCRIPT
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Influencing the individual
Duncan FindlaterDirector, Product and Client Services
17th April 2013
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There is nothing so terrible as activity without insight“ ”Johann Wolfgang von Goethe
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First of all, remember
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This is a big decision…69 63 60 58 55 53 51 49 47 45 43 41 39 37 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1
0
50
100
150
200
250
300
350
400
450
Number of months from enquiry to enrolment
En
rolm
en
ts
30% of enrolments take longer than a year
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...put another way
Sep-07 Sep-08 Sep-09 Sep-10 Sep-11 Sep-120%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
06/07 07/08 08/09 09/10 10/11 11/12
Intake
Pro
port
ion
of in
take
fro
m r
ecru
itmen
t ye
ar
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Relevance matters…
0 1 2 3 4 5 6 7 8
-1%
0%
1%
2%
3%
Number of core fields
En
qu
iry
Co
nve
rsio
n r
ate
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…as does communication
Why did you choose your
current University?
I chose the university because they gave me all the support I needed
both during the application and after
and really understood my needsThe staff were amazing
in response to questions email and via phone so I
chose that university. The other university I applied to was slow to
respond to me
The university paid great attention and care in replying to my emails
and their on-going student surveys indicate
that they really care about their students
I picked the university because the website
had all the information I needed and the
admissions officer kept in touch
… I decided after communication with the admissions team who
were kind, swift, helpful and understanding
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Relationships don’t just happen...
1-3 4-6 7-9 10-12 12+-5%
0%
5%
10%
15%
20%
25%
30%
Enrolled
Number of communications
Off
er
con
vers
ion
ra
te
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Visas: international students want two things
Only 22% say that visa changes would be unlikely to make them seriously consider another study destination
Ease of study visa process number one consideration on visa related issues
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Ps. Students are temporary migrants
12% say that ability to reside in country post study a major factor in their decision process
23% say that working temporarily in study country a major factor in their decision process
73% say post study options in home country “very important”
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Jeff Bezos, CEO Amazon.com
If you do build a great experience, customers tell each other about that. Word of mouth is very powerful“
”