Strategic Customer Engagement with Alumni
Strategic Customer Engagement with Alumni: A case study of DMU(De Montfort university) Alumni. This is a summary of what we have covered in the Strategic Customer Engagement module since January. I have classified them according to their relevance for Sections 2, 3 and 4. Please note that depending on how you want to structure your report, you may have a different classification – as long as it is meaningful and supports your discussion this should be OK. Also, some may find it hard to include all of this info in your report. in this case you may present some of the information in a different format such as tables, graphs and figures, which are excluded from the word count. If you still find it too hard to include all information, you may wish to focus on some of the items with a clear justification of why you have chosen those particular areas.
Insights into DMU Alumni (Section 2) (500 words; tables/graphs/figures excluded)
- Trust and customer relationships
- Defining ideal Alumni segment (i.e. target consumers)
- Types of student / alumni engagement at higher education institutions
- Alumni commitment and loyalty
- Alumni engagement on social media (positive and negative)
- Proposition mirror
- I strongly recommend that you spend some time to familiarise yourself with DMU Alumni’s website, social media pages and DMU Alumni manager Carol Manley’s guest lecture presentation (some relevant links are uploaded on Blackboard: Assessment and Learning Materials Lecture 3 tabs). Carol’s presentation slides are in her recording (Lecture 3).
Literature Review (Section 3) (1,500 words; tables/graphs/figures excluded)
- References to transition from transactional marketing to relationship marketing
- Customer acquisition versus customer retention (importance of acquiring the right customer)
- Customer segmentation, STP, Customer pyramid
- From employee satisfaction to customer satisfaction
- Importance of creating competitive advantage
- Importance of providing a satisfactory alumni experience
- Relationship enhancement and development
- Trust and customer relationships
- Relationship between trust, customer loyalty, share of wallet, word-of-mouth behaviour
- From employee satisfaction to customer satisfaction
- Types of student / alumni engagement at higher education institutions
- Alumni commitment and loyalty
- Student / Alumni engagement on social media (positive and negative)
- Importance of identifying strategically significant customers/alumni (both potential and existing)
- When doing a literature review useful keywords are “students as customers” “student satisfaction and retention”, “student experience and value”, “alumni engagement”, “alumni experience”. Lecture 5 slides on Blackboard offer useful insights into how to do a good literature review.
Recommendations (Section 4) (1,000 words; tables/graphs/figures excluded)
- Defining ideal Alumni segment (i.e. target consumers)
- Identifying a value proposition for DMU Alumni (this can be done for different Alumni segments if you wish to)
- Application of IDIC model to DMU Alumni
- Multichannel integration
- Drawing a value map for DMU Alumni
- Recommending alumni engagement methods with references to attitudinal factors and benefit expectations in light of DMU Alumni’s current engagement practices
- Adopting Kano model to DMU Alumni
- Drawing a Customer Journey map for DMU Alumni
- Recommending some innovative marketing technologies to DMU Alumni to enhance their alumni engagement strategy
- Updating Proposition Mirror (if the proposition mirror you have identified in Section 2 suggests improvement
- Some elements of SCHEMA model
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