Internet Learning Volume 5, Number 1, Fall 2016/Winter 2017 | Page 26

An Academy Customer Experience Benchmark Observation
the home page based on left column
menu navigation were viewed as most
prominent. Those left-hand menu items
from the top of the web page down regardless
of screen resolution were labeled
more prominent than those that
further down or those that would require
scrolling down respective of various
customer screen resolutions. On
Monday, July 27, 2015, the TextSTAT by
Corpus software was used to identify 23
CLSER web pages that were coded with
“center-leadership-studies-and-educational-research”
in their root page name
designations.
A total of 2,775 different words
and numbers also were found within
the CLSER site via the software. For
example, the word “and” was the most
popular at 831 instances. A total of
1,348 words were only denoted once
on the site. For this study, the words
that can intrinsically motive scholars to
more affordably perform such scholarly
activities and that equate to a promise
of fundamental support (from conception
through publication) were operationalized.
These included: funding
(1x), financial (50x), scholarship (59x),
fellowship (25x), stipend (0x), opportunity
(3x), opportunities (8x), as well as
words that were deemed to encourage
prospects to start the process such as:
apply (0x), applying (1x), assist (0x),
assistance (0x), help (0x), contact (3x),
email (2x), e-mail (0x), start (0x), call
(41x), and questions (0).
The CLSER website home page
contained no terms shown above. This
page real estate included several lefthand
column menu items and to the
right a welcome page from the research
chair. During this time, the left-hand
column menu items were identified
from top to bottom as: Blog, Calendar,
Call for Fellows, Center Leadership, Active
Research Projects, CLSER Research
Agenda, CLSER Research Fellows, Recommended
Conferences, Forum, Talking
About Research, News (Newsroom was
the news for all the University of Phoenix
research centers), and Publication/
Scholarship. A page was operationalized
as such as any Universal Resource Locater
(URL) that had to include a root
name in its title and was followed by a
forward slash typical of web page design.
If the order of the menu items
is an indication of the prominence of
terms identified above only the term
scholarship and call could be observed
and compared to other menu item offerings
it was lowest in terms of its
prominence. However, since Call for
Fellows was the third menu item and 41
instances of that word were found within
its pages, one can conclude that the
call for fellows was the most prominent
of all words selected to track. The call
for CLSER fellows was more prominent
than terms that could lead prospects
to more general University of Phoenix
scholarships.
The purpose in delineating these
terms was to document their frequency
and prominence. Did stakeholders purposely
include them based on CX theory
knowledge? Did registered doctoral
chair affiliates believe that the promises
based on the terms were clear and well
kept? Participants had the opportunity
25