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Transformation @ Work

Episode 5: Customer Mapping in Admissions: How Educators Can Help Students Grow From Day One

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Transformation @ Work

Episode 5: Customer Mapping in Admissions: How Educators Can Help Students Grow From Day One

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Transformation @ Work

Episode 5: Customer Mapping in Admissions: How Educators Can Help Students Grow From Day One

April Bollwage

April Bollwage

Education Practice Lead, Gerent

April brings over 20 years of education experience in both the private and non-profit sectors to her role at Gerent. She’s designed processes to support over 60 domestic learning centers and 650 colleges and universities, and has seen firsthand the way organizations can use digital transformation to ensure student success.

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Patricia Lumy & Humberto Murakami

Owners, Get Out & About Travel

Our guests this episode are Patricia Lumy and Humberto Murakami, owners of Get Out & About Travel, a Brazilian educational travel agency focused on developing study abroad programs for students looking to broaden their horizons. Patricia & Humberto have years of experience in the Educational Travel industry (25+ years in Patricia’s case, 19+ in Humberto’s), and they each bring a passion and expertise for identifying a student’s particular wants, needs, and desires, and building travel programs that enable learners to grow and succeed.

Can you define your educational institution’s ideal student customer? Targeting the wrong students in your recruitment efforts can lead to lower admissions numbers, greater student churn, and a general lack of trust in the institution’s ability to help students succeed. But for administrators looking for a clearer picture of their ideal customer, digitalization can provide an invaluable starting point.

In this episode of Transformation @ Work, we look at customer mapping in education: how educators can digitalize their student data and use it to build out comprehensive maps of their prospective customers, as well as the other stakeholders in the decision, such as parents, teachers, and the institution itself.


Can you define your educational institution’s ideal student customer? Targeting the wrong students in your recruitment efforts can lead to lower admissions numbers, greater student churn, and a general lack of trust in the institution’s ability to help students succeed. But for administrators looking for a clearer picture of their ideal customer, digitalization can provide an invaluable starting point.

In this episode of Transformation @ Work, we look at customer mapping in education: how educators can digitalize their student data and use it to build out comprehensive maps of their prospective customers, as well as the other stakeholders in the decision, such as parents, teachers, and the institution itself.


Key Ideas:

2:50 - The importance of knowing your customer, and the key stakeholders involved in the decision

05:26 - Potential pitfalls that come from not knowing your students and their unique needs

06:42 - Identifying student needs and mapping out your customer both now, and in the future

08:43 - The power of personalized educational support: Why it’s important to know your students as individuals

12:34 - How digitalizing student information helps institutions map out their ideal customer for recruitment and admissions purposes

14:21 - How administrators can use Customer 360 to better develop their customer and stakeholder maps

16:40 - How digitalization can help administrators identify funding opportunities for students

18:18 - Next steps for educators looking to develop a more comprehensive student customer map

21:32 - How knowing your customer can lead to long-term relationships with students, alumni, and families

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