New Research: From Web Publishing to Experience Management in Higher Education
Introducing a new DCG research study, “Digital Transformation in Higher Education: How Content Management Technologies and Practices Are Evolving in the Era of Experience Management.”
When you think of today’s most fickle consumers, who comes to mind? The answer should be everyone. 89% of consumers report that they have switched their business to a competitor after a poor experience. Consumers in the higher education vertical – students, alumni, employees, academics, and more – are not immune to this kind of thinking. Education customers are becoming smarter, empowered, and more careful shoppers. The size of their investment and the related debt can affect their lives for decades.
Yet, the higher education industry as a whole is lagging behind. If the retail and travel sectors are engaging in digital practices befitting of 2016, then higher education institutions are stuck in the mid 2000’s. Digital savvy practices throughout colleges in both the US and the UK are lacking – from content strategy to financial underpinnings to lack of expertise and know-how in designing and implementing the technologies necessary to enable a high-impact customer experience strategy. While some campuses may be engaging in advanced technologies surrounding course delivery or the ‘digital campus’, an overwhelming majority of higher education schools don’t yet understand, or realize, the impact and benefits of a successful customer experience strategy.
“Education customers are becoming smarter, empowered, and more careful shoppers. The size of their investment and the related debt can affect their lives for decades.”
Digital Clarity Group set out to understand how institutions of higher education in both the US and the UK are responding to the inexorable push for more compelling experiences. In our latest research study, we answer the following questions:
- How are institutions leveraging digital content, technologies, and practices to engage and interact with education customers (primarily students and their families)?
- What is the current state of content management practices in higher education, and how do they underpin customer engagement and experience?
- What steps are institutions taking to expand their platforms and practices beyond web publishing to experience management?
- How do they gauge their own progress towards meeting the expectations of the types of students that they want to attract?
- What obstacles prevent them from improving their current content management practices, and from preparing for more engagement and less publishing?
- What can institutions do today to step more firmly onto the path of digital transformation or advance their progress if they have already begun?
To our knowledge, this is the first report of its kind to investigate digital transformation from a 360° perspective. Our research encompasses frontline insights from the institutions, the technology vendors, and the solution providers that are active in the higher education vertical. This report is also the first independent analysis of the current state of content management practices in higher education, presenting a balanced view that is not possible from vendor surveys and white papers only.
To download the report, please click here.
We look forward to expanding the discussion surrounding content and experiences in the higher education environment. Let us know if you have any questions or comments – we’re happy to discuss!