Internet Learning Volume 5, Number 1, Fall 2016/Winter 2017 | Page 22

An Academy Customer Experience Benchmark Observation
of the perception of promises helping
customers achieve their practitioner
research and publishing goals using the
University of Phoenix CLSER website
as well as the Center itself, and whether
purposeful CX theory was used to create
memorable interactions.
Results
This study operationalized three
University of Phoenix doctoral
chair personas, A, B, and C that
were applied to all of the doctoral chairs
that responded. The A persona was defined
as those who said that they were
employed full-time as an academician
in a field related to their doctoral degree
and whom have indicated that they had
published a scholarly peer-reviewed
article. Persona B referred to individuals
who indicated that they worked
part-time as an academician and who
also had a peer reviewed scholarly article
published. Persona C included individuals
who indicated that they were
part-time academicians but had not
published a peer-reviewed scholarly article,
but whom may have presented at a
scholarly conference.
While all three personas must
have peer-reviewed publishing requirements
as chairs in good standing, CLS-
ER serves each differently since those
with more publishing experience may
require less interactions and those with
less publishing experience more camaraderie,
for example. In fact, the results
demonstrated that Persona B (parttime
practitioners) indicated that they
wanted more camaraderie compared
with Persona A (full-time practitioners)
of a 3:1 ratio and Persona B and Persona
C indicated that they wanted more
website live interactions compared to
Persona A 2:1 (see Figure 3).
With regard to moving the customer
along the CX continuum, continued
interactions with the organization’s
products or services is required. Consequently,
while it is presumed that those
who simply responded to the survey are
in fact continuing to interact with the
CLSER, Question 4 asked them whether
they planned to submit a scholarship
application as either a CLSER fellow or
University of Phoenix research funding
recipient, their responses while limiting,
demonstrated movement along this
continuum.
Question 5 asked, With regard to
your knowledge and use of the CLSER
“Website,” would you say the messages
of promises ... of research and publishing
assistance has been: very distorted and
not accurate, somewhat distorted and
not accurate, neither distorted nor inaccurate,
clear and meets expectations,
most clear and accurate? Three of the
23 respondents did not participate. Ten
percent agreed most clear and accurate.
Thirty percent agreed clear and meets
expectations, and 55 percent agreed
neither distorted nor inaccurate while
5 percent agreed that promises were
somewhat distorted and not accurate.
These promises included helping
them get their scholarly presentation
and papers into more publication ready
states, allowing them to network with
like-minded peers, and conduct meaningful
research that can assist them in
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