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Benchmark Academy Study Ties Customer Experience to Emotional Branding: A University of Phoenix Center for Leadership Studies and Educational Research Assessment
Abstract
How do academies use customer experience (CX) leadership theory? How do they employ and measure it? How is emotional branding related to customer experience? No matter how rigorous higher education programs become, understanding the student and faculty customer experience can have many positive effects. Staff and faculty need to understand how to create meaningful student interactions leading to loyalty that can foster networking opportunities for student success throughout the school's prospective, current, and alumni network. A content analysis and brief survey was employed to examine a University of Phoenix research center Website iteration to define the customer personas of dissertation chairs, its largest customers who utilize the Center for Leadership Studies and Educational Research (CLSER) center for guidance to formulate research studies geared towards publication. These customers (known as affiliates) also were measured whether they believed that implicit promises made were kept, a necessity of purposeful CX strategy and that signifies the degree of emotional connection.
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