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Copyright © Customer Carewords Ltd.
May 02, 2011
Tyler Junior College: Consumer Centric Index Survey of Future Students, Current Students,
Faculty and Staff, and Alumni
1
Background
Period of Poll:
April 18, 2011 to May 02, 2011
Number of valid responses: 1391
(excluding 0 incomplete)
Subcategories with less than 50 voters are
in red and will not have a column in the
detailed analysis slides
2
Thank you for your help in improving how our web site works for you. Before you leave, please tell us which group listed here best describes who you are.
Percent Response
Did not answer* 1% 10
Current Student 70% 977
Future Student 6% 83
Faculty & Staff 16% 229
Alumni 7% 92
Total 1391
4
As a current student, please select from the following:
Percent Response
Did not answer* 30% 419
College credit student 57% 786
Continuing education student 13% 186
Total 1391
5
CCI
Please choose the THREE factors from the
list below that best describe your actual
experience with the Tyler Junior College
website. - Give a score of 3 to the factor
which best describes your experience, 2
to the next best description, and then 1. -
Please give only one score each of 3, 2
and 1. - Leave the rest blank.
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Factor Positive Negative
Up-to-dateUp-to-date
information
Out-of-date
information
AccurateAccurate
information
Inaccurate
information
CompleteComplete
information
Incomplete
information
LanguagePlain language
Full of jargon,
corporate speak
CONTENT FACTORS
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Factor Positive Negative
ContactEasy to contact a
person
Hard to contact a
person
ParticipationEasy to participate
/ give feedback
Hard to participate
/ give feedback
OpenGives me the facts
/ transparent
Misleading / not
transparent
Recommendations
Has ratings,
reviews,
recommendations
Has no ratings,
reviews,
recommendations
SOCIAL FACTORS
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Factor Positive Negative
SearchHelpful search
results Poor search results
Menus & LinksClear menus and
links
Confusing menus
and links
LayoutSimple layout /
easy to read
Cluttered layout /
hard to read
Visual appealLooks attractive /
appealing
Looks unattractive /
unappealing
Speed Fast to do things Slow to do things
INFORMATION ARCHITECTURE FACTORS
10
Please choose the THREE factors from the list below that best describe your actual experience with the Tyler Junior College website.
CCI
347
Voters
695
Voters
1043
Voters
1391
Voters1 Simple layout / easy to read 11% 11% 10% 10%
2 Looks attractive / appealing 8% 8% 8% 9%
3 Confusing menus and links 7% 7% 8% 8%
4 Clear menus and links 7% 7% 6% 6%
5 Up-to-date information 5% 6% 6% 6%
6 Accurate information 6% 6% 6% 6%
7 Slow to do things 5% 4% 5% 5%
8 Fast to do things 6% 5% 5% 5%
9 Easy to contact a person 5% 5% 5% 5%
10 Cluttered layout / hard to read 4% 4% 4% 4%
11 Hard to contact a person 5% 5% 4% 4%
12 Poor search results 3% 4% 4% 4%
13 Complete information 4% 4% 3% 3%
14 Helpful search results 3% 3% 3% 3%
15 Easy to participate / give feedback 3% 3% 3% 3%
16 Out-of-date information 4% 3% 3% 3%
17 Plain language 3% 3% 3% 3%
18 Looks unattractive / unappealing 3% 3% 3% 3%
19 Gives me the facts / transparent 2% 3% 3% 3%
20 Incomplete information 1% 2% 2% 2%
Top 25%
26-50%
51-75%
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Voting spread
10% 5% 0% 5% 10% 15%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Negative votes Positive votes
15
Customer Centric Index
Factor Positive Negative Action
Up-to-date 6% 3% 6%
Accurate 6% 1% 0%
Complete 3% 2% 4%
Language 3% 1% 0%
Contact 5% 4% 12%
Participation 3% 1% 2%
Open 3% 1% 2%
Recommendations 1% 1% 4%
Search 3% 4% 14%
Menus and Links 6% 8% 30%
Layout 10% 4% 7%
Visual appeal 9% 3% 1%
Speed 5% 5% 18%
Customer Centric Index 63% 37% 100%16
Action priorities
0% 5% 10% 15% 20% 25% 30% 35%
Menus and Links
Speed
Search
Contact
Layout
Up-to-date
Complete
Recommendations
Open
Participation
Visual appeal
Language
Accurate
18
CCI: Thank you for your help in improving how our web site works for you. Before you leave, please tell us
which group listed here best describes who you are.
21
Thank you for your help in improving how our web site works for you. Before you leave, please tell us which group listed here best describes who you are.
Percent Response
Did not answer* 1% 10
Current Student 70% 977
Future Student 6% 83
Faculty & Staff 16% 229
Alumni 7% 92
Total 1391
22
CCI Priority by Groups in Survey
Factor Curr
ent
Studen
t
Future
Stu
dent
Faculty
& S
taff
Alu
mni
Total
Up-to-date 7 10 5 10 6
Accurate 13 13 10 12 13
Complete 8 5 6 5 7
Language 12 9 12 11 12
Contact 2 7 9 2 4
Participation 11 6 7 4 10
Open 10 12 8 8 9
Recommendations 6 8 11 7 8
Search 3 3 4 6 3
Menus and Links 1 1 1 1 1
Layout 9 2 3 9 5
Visual appeal 5 4 13 13 11
Speed 4 11 2 3 2
Customer Centric Index 66% 74% 37% 76% 63%23
Current Student
Factor Positive Negative Action
Up-to-date 6% 3% 5%
Accurate 6% 1% 0%
Complete 4% 1% 3%
Language 3% 1% 0%
Contact 5% 4% 17%
Participation 4% 1% 0%
Open 3% 1% 1%
Recommendations 1% 1% 6%
Search 3% 4% 15%
Menus and Links 6% 7% 27%
Layout 11% 3% 3%
Visual appeal 7% 3% 7%
Speed 6% 4% 15%
Customer Centric Index 66% 34% 100%24
Future Student
Factor Positive Negative Action
Up-to-date 6% 1% 0%
Accurate 7% 1% 0%
Complete 8% 3% 9%
Language 3% 1% 0%
Contact 7% 2% 3%
Participation 2% 1% 5%
Open 5% 1% 0%
Recommendations 1% 0% 1%
Search 4% 3% 17%
Menus and Links 7% 5% 32%
Layout 11% 5% 23%
Visual appeal 8% 3% 10%
Speed 6% 1% 0%
Customer Centric Index 74% 26% 100%25
Faculty & Staff
Factor Positive Negative Action
Up-to-date 3% 6% 9%
Accurate 2% 2% 2%
Complete 2% 3% 5%
Language 2% 1% 1%
Contact 2% 2% 3%
Participation 1% 2% 4%
Open 2% 2% 4%
Recommendations 0% 0% 1%
Search 2% 6% 10%
Menus and Links 5% 16% 27%
Layout 4% 8% 13%
Visual appeal 11% 2% 0%
Speed 1% 11% 22%
Customer Centric Index 37% 63% 100%26
Alumni
Factor Positive Negative Action
Up-to-date 7% 1% 0%
Accurate 9% 1% 0%
Complete 3% 2% 7%
Language 7% 0% 0%
Contact 3% 3% 15%
Participation 2% 1% 7%
Open 3% 1% 5%
Recommendations 0% 1% 6%
Search 4% 2% 6%
Menus and Links 5% 8% 40%
Layout 10% 2% 2%
Visual appeal 20% 0% 0%
Speed 1% 2% 13%
Customer Centric Index 76% 24% 100%27
As a current student, please select from the following:
Percent Response
Did not answer* 30% 419
College credit student 57% 786
Continuing education student 13% 186
Total 1391
29
CCI Priority
Factor Colle
ge cr
edit
studen
t
Contin
uing
educa
tion s
t…
Total
Up-to-date 5 7 6
Accurate 13 13 13
Complete 8 11 7
Language 12 8 12
Contact 2 2 4
Participation 11 10 10
Open 10 12 9
Recommendations 7 5 8
Search 3 6 3
Menus and Links 1 1 1
Layout 9 9 5
Visual appeal 6 4 11
Speed 4 3 2
Customer Centric Index 66% 69% 63%30
College credit student
Factor Positive Negative Action
Up-to-date 7% 3% 6%
Accurate 6% 1% 0%
Complete 3% 2% 4%
Language 3% 0% 0%
Contact 6% 4% 17%
Participation 4% 1% 0%
Open 2% 1% 2%
Recommendations 1% 1% 5%
Search 3% 4% 16%
Menus and Links 7% 7% 28%
Layout 11% 3% 3%
Visual appeal 8% 3% 5%
Speed 6% 4% 15%
Customer Centric Index 66% 34% 100%31
Continuing education student
Factor Positive Negative Action
Up-to-date 4% 2% 5%
Accurate 8% 0% 0%
Complete 5% 1% 0%
Language 2% 1% 2%
Contact 5% 5% 20%
Participation 3% 1% 0%
Open 4% 1% 0%
Recommendations 1% 2% 10%
Search 5% 3% 10%
Menus and Links 5% 5% 24%
Layout 13% 3% 1%
Visual appeal 7% 4% 13%
Speed 7% 4% 14%
Customer Centric Index 69% 31% 100%32
Summary and Recommendations Summary
– Response from current students was very strong and faulty and staff was good, while response from alumni and future students was less than 100 but still sufficient for analysis. Total evaluation of the site from 1,391 voters was good: 63% of the votes were for positive website elements. Four of the top 5 elements receiving the highest number of votes were positive choices.
– Previous CCI higher education surveys show that internal audiences (current students and faculty/staff) give lower positive scores than external visitors (future students and alumni). Tyler Junior College results are consistent with those earlier results. Alumni were most positive (76%), followed by future students (74%), current students (66%) and faculty and staff (37%).
– For each group, the primary problem area was confusing menus and links. Evaluation of “content” topics was high for accuracy and clarity of language. Current students and faculty/staff had concern over dated content.
– As with other CCI surveys, Tyler Junior College respondents speak most often to Information Architecture. Visual appeal is strong for faculty and staff and alumni but not as strong for current and future students. Faculty
and staff expressed concern about the speed of the site, as did but to a lesser extent current students and alumni.
Respondents in each group will value improvement in the clarity of “menus and links” as well as the speed of site operation and an improvement in search results. Increased effectiveness for “menus and links” may well reduce the use of search as alternative navigation.
Recommendations– Based on these results, consider convening a small group (not more than 5 people are needed) to conduct
informal usability tests to watch how people navigate the site and how long it takes them to complete important tasks, with a priority for faculty and staff and current students. Jakob Nielsen provides a good account of the learning that can be achieved with informal usability testing (as well as tips on how to do it) in this Alertbox on “Discount Usability” at http://www.useit.com/alertbox/discount-usability.html
– It also is important to understand what people are using “search” to find. Check “search” results for website page that are used most often by current students, faculty/staff, and alumni. This may show which individual pages create the most problems. This will in turn give insight into priority content areas that either may not exist now or may not have sufficient prominence for easy discovery.
– Within the web management system, consider adding clear responsibility within major areas of the college to check for dated content.
– For search itself, once you know which search terms are most often used, the next step is to check the usefulness of the pages returned from the search effort within the first few listings. Pay special attention for dated or little used content that might be deleted from the website.
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