In the past blog series, we discussed what customer journey mapping can teach us about an alumni leader’s journey and development. In this post, we offer three final tips for how to implement the framework.
1) Let data shape the customer journey map
Research-driven “customer” (student, alumni, leader, etc.) journey maps will likely prove to be the most useful. This can be achieved by leveraging previous data and gathering new data, both qualitative and quantitative, and by using whichever methods are most effective considering your institution’s mission, culture, and goals.
For example, one way to gather useful data, is to make sure you’re asking alumni the right questions. In their article on the Alumni Attitude Study website, “The Net Promoter Score – Is it the right question for your alumni?” Robert D. Shoss and Jonathan Gaines suggest that each institution develop a personalized version of the net promoter score. This personalized version should reflect what matters most to the advancement of that particular institution. For instance, they believe that a more effective question may measure not how likely to promote an institution an alumni is but how loyal they perceive themselves to be to the institution. (Based on their research, the nuance here is important when it comes to alumni’s reported intent to give.) The question they suggest using after alumni events is:
“On a scale of 0 to 10, with zero being the lowest, how would you rate your loyalty to XYZ University?”
2) Look for pain points in the journey
Regarding alumni specifically, another idea is to become familiar with the areas, or “pain points,” in their journey where they are most likely to disengage from the institution, identify common reasons for that disengagement, and then design targeted programs, services, and events to address those pain points.
Need help implementing your customer journey map and addressing pain points? Email us today to see how we can help you!
3) Use it as a strong visualization tool
You have gathered all this powerful data and sketched out your customer journey map, but how do you transform that sketch into a compelling, interactive visual tool for your team? We found a really helpful list of tools here.
Now you’re ready to start applying what you’ve learned about customer journey mapping in your work to develop great alumni leaders! Don’t forget, ALUMinate can help you engage alumni in regions and create a network of leaders and volunteers.
Be sure to check back on Tuesday, May 8th for our next post, which will investigate how technology is disrupting the world of philanthropy in higher education!