Using customer experience to better understand prospective students

Posted on December 20, 2023

Prof Adré Schreuder, who holds the Chair in Customer Experience Management (the first of its kind in Africa), approached the BCom Honours (Marketing Management) class in early 2023 to assist with developing personas and customer journey maps (CJMs) for prospective BCom (Marketing Management) undergraduate and postgraduate students. In addition, the Marketing honours students were tasked to research their target market and use the research insights to recommend actionable modifications and additions to enhance the customer (student) enrolment experience. The assignment was in line with University of Pretoria’s customer centricity drive.

Winning team: 24/7. Back row, from left: Rochelle van den Berg, Prof Adré Schreuder, Kyla Rouvoet, Drew Williamson and Anij Nagar (team leader). Front row: Samuel Ramdeyal and Monica Martins

The panel – comprising Prof Adré Schreuder, Dr Alta Erasmus, Dr Bianca Frost, and the Marketing of Services lecturer, Dr Michelle C van der Merwe – eagerly anticipated each student team’s presentation. The students rose to the challenge and delivered detailed user personas and realistic customer journey maps, demonstrated quality research skills, and creatively used the insights gained to pitch delightful recommendations. In fact, Prof Schreuder was so satisfied with the students’ efforts that he awarded an additional prize – over and above the original first and second prize – to a third well-deserving team

Joint runners-up: Experience Experts. Back row, from left: Nielia Blignaut, Travis Driver, Prof Adré Schreuder, Kelly McCullough, and Brandon Mathey (team leader). Front row: Wanya Visagie and Dylan Fleetwood

Joint runners-up: Ace Marketing. Back row, from left: Joshua Bruyns, Prof. Adré Schreuder and Tristan Farrell. Front row: Khongelani Nkuna, Gareth Ruswa (team leader) and Nika Jurriaanse.

It is safe to say that the evening was a success and that both the students and the Department gained valuable insights to optimise both current and prospective UP students’ customer experience.

 

- Author Department of Marketing Management

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