SugarCon 2013: Consumed by Experience @Macquarie_Uni
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Marc Bailey, Macquarie University
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SugarCon 2013: Consumed by Experience @Macquarie_Uni
- 1. Consumed by Experience @Macquarie_Uni A tale of customer focus, quest for lifelong loyalty and reinvention of service by Chief Information Officer Marc Bailey http://freeaussiestock.com/free/Australiana/slides/aussie_beach.htm
- 2. Macquarie University Campus Overview - what makes Macquarie Unique http://www.youtube.com/v/YtZmylWOe6Y start 0m0.0s end 2m16.89s 1080p H.264
- 3. Australia’s number one modern university QS world university rankings 2012
- 4. Macquarie ranks in the top two per cent of all universities on the planet Shanghai Jiao Tong rankings 2012
- 5. First Australian university licenced to dig in Egypt’s Nile Valley is Macquarie Professor Naguib Kanawati 1988
- 6. Macquarie is home to Earth’s first child MEG and Australia’s first whole-head adult MEG laboratories KIT - Macquarie Brain Research Laboratory 2008
- 7. Australia’s only robotic storage and retrieval library is at Macquarie University Completed and opened in 2011
- 8. Macquarie campus is home for global leaders
- 9. New York Times Survey 2011 Credit:JeremyPiper Global CEOs place Macquarie in the top five universities for Australian graduate recruitment
- 10. Macquarie@50 $1B capex in five years to 2014 $2.6B State Rail line opened 2009 $450M bond capital raised 2010 $130M Cochlear building 2011 Station Commercial Precinct 2014 Australian School of Advanced Medicine 2008 $50M Aquatic Centre 2009 $235M University Hospital 2010 187 beds 16 theatres $94M University Library 2011 Robotic storage and retrieval $130M Australian Hearing Hub 2013 Corp, Gov, Edu audiology together
- 11. Day in our life Burn rate: $2.3M/day 38,000 students from 100 countries 6,000 headcount, 180,000 alumni Train station, 4000 parking spaces 4750 food court meals/day Eleven restaurants and two hotels 6850 rooms/spaces in 96 buildings 4 super faculties, 12 dormitories Graduate management and medical schools Open University, Applied Finance Centre, NSW education centre 100+ clubs and societies 16,000 concurrent wifi connections 1000 classes/day Hospital, forest, observatory, pool, barn, lake, printery, shops, banks... 12 corporate subsidiary entities 20 TB intranet app core transit 40 TB internet border transit
- 12. CIO Day One
- 13. Higher Ed seems than...harder ▲ easier ▼ Government Corporate Opex funding ▲ ▲ Tech diversity ▲ ▲ Consultation ▲ ▲ Intellectual property ▲ ▲ Capex funding ▲ ▼ Complexity ▼ ▲ Mission ▼ ▲ Transparency ▼ ▲ Regulation ▼ ▲ Procurement ▼ ▲ Change propensity ▼ ▲ Bandwidth ▼ ▼
- 14. Higher Ed worldwide is tough... Rise of consumerism and choice ● International competition and student mobility ● Technological disruption ● Volume explosion, margin decline ○ Democratisation of accreditation ○ Global markets seismic shift in capital ○ Investment decline ○
- 15. Higher Ed downunder is tougher... Varsity sport ecosystem and revenue ● ○ Self-determined student services prices ● ○ Government funding independence ● ○ Significant private endowment ● ○ Regulated undergraduate fee caps and placements ○ ● Commuter campus culture ○ ● Unionised employment environment ○ ●
- 17. We want you. And your kids.
- 18. We do quarters... ...of centuries
- 19. We live your dream
- 20. In webspace, everyone can hear you scream
- 21. #1 Digital Campus Video: Student Thoughts https://truth.mq.edu.au/share/id/mquob5 start 0m0.0s end 0m46s 720x540 H.264
- 24. Source: Duarte Design - http://vimeo.com/14644468
- 26. What you offer What they want Seekers and sources
- 32. What you offer What they want Consumer Relationship. Managed.
- 33. CRM Dilemma
- 37. Ubiquity 1
- 38. Metcalfe’s Law
- 39. Metcalfe’s Law
- 40. Metcalfe’s Law
- 41. Ubiquity underpins Adoption Can’t placeshift and timeshift in pockets If you’re not all in, consumers fall off the edges and get shunted around inconsistently Ironically utility pricing is problematic Because you need everybody
- 42. Holism 2
- 43. Consumer Relations Enquiry routing Case management Forms routing Knowledge base Campaign marketing Process workflow Lead generation Participation ● ● ● ● Student services ● ● ● ● ● International recruitment ● ● ● ● ● Research office ● ● ● ● Graduate schools ● ● ● ● HR and administration ● ● ● Global programmes ● Incubation ● ● ● ●
- 44. One bubble at a time
- 45. Everything, everytime Single view of consumer - Holy grail Horizontal inclusivity > vertical exclusivity Every touch point matters Every quality variation matters ‣ Because experience is as much felt by consistency as quality
- 46. Serendipity 3
- 47. Wifi 126 hectares. Up to 600Mb/s
- 48. ask.mq.edu.au 0 2000.00 4000.00 6000.00 8000.00 10000.00 March May July September November January Enquries
- 49. Serendipity Proactive engagement has a retention side effect CRM interaction feedback loop detects spikes, allows faster course correction in unforseen ways ‣ Example: enrollment miscoding http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm
- 52. Tech Dilemmas high touch, high service ➡ cost inflation consumerism ➡ heterogeneity capex ➡ opex new revenue ➡ 0 http://wallpapers.free-review.net/32__Apple_Apps_for_Everything.htm
- 53. There’s a link for that
- 54. What works at scale? Think... No manuals, training or onsite people Great artists steal
- 55. cloud first crowd best consumer computing + http://www.soundgrooverecords.com/graphics3/sgr-crowd.png
- 56. Go to market Consumerism Product Design Immaterialism (not service)
- 60. One CRM to bind them Tracker powered by
- 61. Decisions, decisions Horizontal not vertical Adaptable Body politic simpatico Relative value Customisable Open source, discretionary risk profile Tracker powered by
- 62. Consumer relationships are continuous The journey is the goal, not the reward mailto:cio@mq.edu.au http://cio.mq.edu.au @marcpbailey
- 63. Video: Macquarie University Campus Tour http://www.youtube.com/v/sH5DLFHX9w4 start 0m0.0s end 1m23s 1080p H.264