It’s the critical moment: that first tangible interaction where a student prospect reaches out to enquire about your institution. How well you respond and manage enquiries can make a significant difference to your conversion rate. Yet truly understanding your performance in the context of the market has always been hard. Until now.
The Enquiry Experience Tracker (EET) is a global syndicated research program that delivers an objective assessment of how well you’re doing. It’s from the student perspective, easy to learn from and very actionable.
Edified's student mystery shoppers pose as prospects and place enquiries through your key channels and analyse the responses. They mystery shop using a range of personas and enquiry channels.
Edified's experts score and benchmark the experience against other universities and colleges worldwide so you can understand your performance.
The scoring model, developed in partnership with UniQuest, measures a range of different data points to provide a holistic evaluation of the enquiry experience.
In your personalised report, you’ll be assessed against 44 criteria, including findability, responsiveness, clarity, personalisation and sentiment. Then you’ll receive an Enquiry Experience Score, representing the average rating from each mystery shopper.
The Enquiry Experience Tracker is a must-have for any data-driven student recruitment team. It’s a powerful tool to help you fine-tune your methods and your team’s performance in the vital window where student interest gives way to action.
View the results of the 2024 research
Mystery shopping
Edified employs real students as mystery shoppers, who place undergraduate and postgraduate study enquiries to each institution using key channels like social media, email and live chat.
From the below set of personas, six of the most relevant for each country/region of the world are selected. Mystery shoppers take on these identities and ask about courses and other common topics, such as fees, accommodation, scholarships, admission requirements and processes.
The research involves 24 mystery shopping enquiries to each institution (six personas x four enquiries).
Here are the personas that will be used in 2024.
Scoring and benchmarking
The enquiry experience is analysed and assessed by Edified’s digital communication experts. Evaluation criteria includes channel availability, responsiveness, communication quality, follow-up and impact.
Informed by the latest student behaviour data and conversion insights from more than 2 million student journeys managed by UniQuest, Edified's scoring model/the scoring model for the research reflects today’s standard for effective student engagement.
The Enquiry Experience Tracker is a must-have for any data-driven student recruitment team.
Quantify how well your university delivers against key student engagement standards, and how your performance compares to your competitors.
You’ll be part of the mystery shopping and receive a personalised benchmarked report to support your student recruitment strategies.
Participation is simple and easy
- Register your institution
- Complete a short questionnaire
- Edified conducts field work and evaluation
- Edified sends you a final report
Registrations for the 2024 research will open in November 2024
Registration options
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Essentials
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Standard
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Premium
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Three year registration
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What can you expect?
You get a personalised report with benchmarking, analysis and recommendations for improvement.
See an example institution report from 2024. Download here
