Project
QUT CX Strategy (post-graduates)
CX · UX · Research · Strategy
Queensland University of Technology
2023
Role: Project Lead
Overview
Being customer-centric is an integral part of both the Digital Strategy and QUT Connections Strategy. While individual business functions are actively pursuing customer-focused initiatives and the strategic vision is clear, there remains a disconnect between these two levels.
A clear CX strategy will define key focus areas for developing and executing a sustainable customer experience transformation. This will also serve as an anchor point for existing projects, programs of work, and investment funding decisions beyond FY23.
Discovery / Approach
I facilitated a Discovery workshop with key business units and faculty stakeholders to define the vision and values for the post-graduate business. The second half of this workshop focused on customer journey mapping.
The captured data then formed the foundation for stakeholder interviews, competitive analysis, UX mapping, data gathering, and student interviews.
5 Bold steps canvas
Customer Journey mapping
Vision & Values
Creating a shared understanding of the overall experience goal is crucial for bridging the gap between strategy and business delivery. While managing individual perspectives and empowering ideas, it's essential to establish ways to measure experience outputs and outcomes objectively. This is where defined experience values help focus the collective effort.
Customer Journey Mapping
We established a clear direction for mapping the complete end-to-end customer experience. Through workshops with key stakeholders and teams, we documented the customer journey steps and identified opportunities and problems at each stage. After digitizing the workshop input and clustering ideas, the project team highlighted areas needing further investigation. We then developed a stakeholder questionnaire and conducted focused interviews to explore these problems and opportunities in detail.
The project team conducted comparative and competitor research to evaluate the business landscape. We performed a UX analysis of the actual experience to better understand barriers and product continuity. After building a comprehensive view of the customer journey, we interviewed postgraduate students to gain their perspective. Their feedback validated our analysis of the quantitative business data.
Strategy framework
Through customer journey mapping, we captured insights about our current customer experience, problem areas, and potential opportunities. We then developed a strategic framework that highlights clear opportunities to enhance customer experience while delivering positive commercial outcomes. The experience ladder integrates three different framework perspectives, ensuring that identified problems and opportunities keep customer experience at the center of business improvements.
Outcomes
The organisation invested in creating a CX team to focus efforts on human-centered delivery. This team bridged the gap between individual projects and portfolio-level work. Through this initiative, we identified the top three customer problems and opportunities, along with several other areas for improvement and investment.
Contact
Want to view more of this project? Feel free to reach out to hello@mattmc.me