– Customer-Centric vs Organisation-Centric

I’ve been asking student volunteers to make an application at the University which means they end up, eventually, at And this, often, confuses them. There’s a number of reasons for this, but there’s a key issue which is a nice illustration of  customer-centricity versus organisation-centricity.

The students believe their application is going to the University. We, on the other hand, know that it is going to the national admissions centre. This is reflected in the way we link to as, in many cases, we simply dump the students into from a link called, for example, ‘apply’ or ‘application’ with little or no warning.

I’ve seen students express surprise when they enter the site. As far as they are concerned, they are making an application to Lund which will be dealt with by Lund. So to suddenly be confronted with a different navigation layout, a whole new search engine and a different brand, not unsurprisingly, confuses the hell of them.

As part of the changes I will make to the website (as a result of the most recent usability tests) I will implement and test some possible solutions to this problem – watch this space.


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