The journey of the future student
Zadkine is a training center for senior secondary vocational education where professionals are trained and prepared for an independent, active, and promising position in society. The marketing & communication department aims to attract even more potential students every year to study at the educational institute. The organization had already developed a number of Customer Journeys in theoretical sessions in order to identify the touchpoints that the student goes through when choosing a study program. However, these Customer Journeys were not based on in-depth experience analyses and, as a result, only gave a representation of the functional factors that played a role in the student's journey. Zadkine therefore asked Altuïtion to apply the Customer Journey methodology and, in parallel, to train a number of employees to be able to carry out Customer Journeys independently.
This process ultimately resulted in potential students being reached even more effectively by means of 9+ ideas that speak to the student at the right emotional moments. The organization has actively started to come up with these new 9+ ideas and has developed a number of them for the open days. Where previously the emphasis was on improving functional elements such as the website and the products, the organization now looks more at the emotional journey of the student and how it can respond to that. This new way of looking at the journey gives the team of employees the motivation and energy to continue with follow-up activities, and forms a solid basis for building a true 9+ organization.
