Curtin University

Curtin University has been recognised as an ABA100 Winner for Digital CX Management in The Australian Business Awards 2019. The Australian Business Award for Digital CX Management [DCX] recognises organisations that have achieved outstanding results through initiatives that demonstrate excellence in digital customer experience.

Curtin University (Curtin) in Perth, Western Australia, enjoys an international reputation for teaching excellence. Operating with a truly global focus, Curtin offers exemplary learning pathway for more than 60,000 students across six campuses in Perth, Kalgoorlie, Singapore, Malaysia, Dubai and Mauritius. Learning at Curtin is characterised by high-impact research and strong industry partnerships, and key to its success is the quality of the student digital experience.

Curtin’s Digital User Experience & Insights team (DUE&I) works with the university’s internal student audience and is part of the larger Student Lifecycle Engagement team. Under the leadership of manager, Peter van Schie, the DUE&I team is responsible for development and management of the Student Portal (OASIS) and other web applications.

When an individual enrols at Curtin – in Perth or at a remote campus – they become the customers of the DUE&I team, who focus on the improvement of the student experience across the engagement channels. In short, the DUE&I provide ease of access to all the tools, information and applications a student requires to be successful.

The DUE&I team acts as the beating heart of Curtin, successfully creating a superior digital customer experience, characterised by genuine stakeholder engagement and visionary thinking. Because the team support a great many business areas and faculties within the university – all of which rely on an easy effective flow of information to students – they liaise with all interested parties, acting as the digital conduit to the students for many of the services offered at Curtin. DUE&I’s key strengths include their accessibility, their flexibility and understanding of the separate business areas and how they fit into the bigger picture.

The Experience Management Eco-system (EME) initiative began as a strategic project which amalgamated with an existing operational unit having, as part of its remit, the digital experience for the entire student internal audience, including OASIS. In line with its Learning for Tomorrow strategic program of work, and to simplify the student experience, Curtin created a new area – Student Lifecycle Engagement – which, in turn, created the DUE&I team.

The EME initiative sought to create personalisation across a global audience. To put it into perspective, OASIS is by far the leading digital engagement platform for Curtin, handling in excess of 42 million unique page views a year, of which more than nine million is mobile traffic. Yet OASIS was only one part of the puzzle. Many other pieces operating independently outside the portal also required attention in order to get consistency across all the university’s digital channels, including Curtin’s websites, mobile apps and the service cloud customer portal, which held Curtin’s FAQs.

The EME initiative was charged with taking the many channels and platforms that interfaced with Curtin’s 60,000 students to create an improved – and most importantly, consistent – digital student experience whilst simultaneously gaining efficiencies for the university. Importantly, the creation of consistency would reduce the cognitive load students experienced when moving to a different environment. For the initiative to be successful, it was imperative that students could continue to relate to Curtin’s sites in terms of look, feel and functionality, no matter what form of access they chose. Whilst the EME initiative tailored solutions to the individual channels, its main achievement was in successfully developing maximum consistency across those channels to create optimum ease of use in the digital space.

The Australian Business Awards are an annual comprehensive awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of established business and product award categories.

The Australian Business Awards are the national chapter of an integrated, hierarchical leadership initiative conducted on a national and international level. Eligible organisations are invited to participate in the international chapter of the program at The World Business Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.

The process culminates in the selection of organisations which implement world-class business initiatives, projects, products and services. The award recipients are recognised as the elite of their industry earning a place amongst a distinguished group by having their achievements acknowledged and celebrated.

Organisational eligibility includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Organisations are required to complete a submission for a specific business initiative, product or service.

Business initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Products can include but are not limited to services, devices, equipment, programs, processes, activities, applications, information, knowledge, software, cloud-based services, platforms, systems and manufactured goods. Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements. Product eligibility includes domestic and international products available to the Australian marketplace.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement are recognised via a set of established business and product award categories.

The program provides a notable opportunity for high-performing organisations which implement world-class business initiatives and develop innovative products and services to be acknowledged and celebrated for their achievements both nationally and internationally.

Conducted annually, the program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.

Winning the ABA100 Digital CX Management award is testament to what can be achieved through strong collaboration and a shared vision. It’s a great acknowledgement of the ingenuity, adaptability and genuine commitment of our team and other key staff whose innovative thinking has so successfully reimagined the digital student environment at Curtin University.

Peter van Schie, Manager, Digital User Experience & Insights Team, Curtin University

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