Adopting an Omnichannel Approach to Improve User Experience in Online Enrolment at an E-learning University

In this research article, we present the initial results of our case study on improving user experience (UX) in a fully online enrolment process at an e-learning university, the Universitat Oberta de Catalunya (UOC). Our main conclusion is that an omnichannel approach is necessary for improving prospective students’ UX. To obtain our results, we made use of three different data sources, which allowed us to map a current and future customer journey. These sources were: (1) quantitative data on the main stages in the process at which prospective students drop out; (2) field diaries compiled by prospective students over the course of the enrolment process and a co-creation workshop with the same prospective students; and (3) the UOC’s perspective, gathered from workshops and interviews with University staff responsible for the enrolment process. Comparing the current journey with the ideal journey, we will demonstrate that significant improvements can be made to prospective students’ UX in online enrolment via an omnichannel approach. We discovered a need for improved channel coordination (e.g. information transfer between channels), greater availability and a wider range of channels (inbound and outbound, telephone vs. chatbot), personalization and adaptation of channel content according to the stage prospective students have reached in the process, and the ability to choose the channel that best meets their needs (chatbot for commonly asked questions vs. real people for more complex or specific queries). In view of our results, we would especially highlight technological and organizational changes as the next steps to take.