Singapore American School

CHALLENGE

Singapore American School identified a need to enhance the customer experience for new and existing parents of students at the school.

SOLUTION

Collective Campus delivered a customer experience engagement that focused on two key areas:

1. Development of customer personas: Together with key stakeholders, we developed customer personas capturing all the information considered important to know from a Customer Experience perspective (eg. interests, concerns, needs/wants, channels).

2. Mapping of future customer experience journeys:Singapore American School is in the midst of a transformation that includes the development of a brand new Welcome Centre for parents. We developed future customer journeys that mapped all the key touch points and opportunities to WOW parents during the journey. In addition, a Design Thinking session was delivered that included a focused ideation session to brainstorm ideas to help provide a memorable experience for parents.

OUTCOME

The key stakeholders from Singapore American School achieved the following outcomes:

- Understanding of how design thinking can be applied to education to generate insights, identify ideas and build prototypes

- Aligned understanding of the importance of customer experience in the education landscape

- Development of three key parent personas

- Identification of key parent needs and wants to help drive a common customer experience vision for Singapore American School

- Understanding of Design Thinking and the power of the approach in education

- Interviewing of real parents to gain key customer insights

- Development of two future customer journeys for the Welcome Centre

- Ideation exercise identifying over 80 ideas to help provide a memorable experience for new and existing families at the Welcome Centre

- Prioritisation of ideas based on Cost vs. Impact