An Academy Customer Experience Benchmark Observation
How do academies use customer experience (CX) leadership theory? How do they employ and measure it? A content analysis and brief survey was employed to examine a University of Phoenix research center website iteration to define the customer personas of dissertation chairs, its largest customers who utilize the Center for Leadership Studies and Educational Research center for guidance to formulate research studies geared toward publication. These customers (known as affiliates) were also measured whether they believed that implicit promises made were kept, a necessity of purposeful CX strategy. The results revealed that the personas who needed the most publication support did agree that promises made were kept. The study recognized a default CX website version so that enhancements could help transport affiliate customers along the CX continuum based on what they believed was important to their professional development, more interactions such as collaborative webpages.
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