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The Azorus Difference
To succeed in today's hyper competitive higher education market, universities and colleges must not just manage customer relationships, they must deepen them - with a thoughtful balance of information and insight delivering a rich and meaningful "customer experience". Relationships are the key to competitive differentiation particularly within the higher education market. A Community College seeks relationships that build confidence and inspire hope for those who seek this level of education. Other degree granting institutions seek to create demand by providing a life changing experience through both an academic and social context.
Because each student's journey is 100% unique, higher education institutions need a means to not only identify the differences in students, but to celebrate these differences. In this context, those universities that understand and embrace the differences of their students will flourish. The path to this "promised land" is based on an institution taking the time to understand the needs of their customers. Over the last decade, North American universities in particular have had an abundance of students to select from and the notion of being customer centric was, and still is in many cases, a foreign concept. With the pendulum swinging heavily towards to the buyer (student), universities must change and change quickly to survive… let alone thrive.
Today's students are demanding of the higher education websites they visit. They expect 24/7 service and for it to be instantaneous and personalized. These "demands" of students demand a relationship. But what is a relationship in this context and what does it mean to the student? And the university?
As stated earlier, students want relevant and timely information on their terms. They want the truth… not marketing speak. They seek social networks to validate the brand messaging. They are naturally skeptical and will try and find alternative sources of information whether it be from currently enrolled students, graduates, or other sources. They want to be treated as an individual and perhaps most importantly, they want to be completely comfortable with the decision they are making… because after all… it is one of the most profound decisions they will ever make in their lives. So the good news is we know what students want… and we engage students with content that is relevant, trusted and timely.
We provide the ability for the university or college to let students know that they understand the magnitude of their decision and that the first year of college is a "life changer"… we help our clients reassure students and their influencers and help them to make the right choice… to make the connection to the university that matches their needs. The "purchase decision" of an education is like no other and is an emotional roller coaster for the student and their parent. From the initial excitement upon being accepted… to the fear of belonging, to leaving home… to the ability for Mom and Dad to pay for this education… these are all critical stages of the purchase decision and each has its own rational and emotional needs. All of this provides the building blocks of a successful long term relationship – openness, trust, knowledge and care. This is the often overlooked aspect of a CRM Solution – emotional connectivity coupled with critical data at key times… appealing to both the heart and mind of the student… and their parents.
This then is our "sweet spot"… enabling the emotional and rational connection between the student and the institution… and we do this better than anyone else in the world.
