Using Technology and Feedback to Embrace Immediacy and Customer Experience (CX) Principals

Concurrent Session 3

Brief Abstract

An interactive overview of the best technological tools will help faculty deliver faster more meaningful, emotionally based feedback and engaging assignments for traditional, blended, or online classrooms. Together, immediacy and customer experience (CX) provide a powerful elixir to effectively engage students. Bring your laptop and start getting ready today!  

Presenters

Serving both industry and academia, engagement expert Erik Bean is a recognized leader in customer experience strategic planning and measurement and helps companies and institutions of all sizes improve both written and visual communications. As a scholar, Erik holds a doctorate in education with research interests in immediacy and customer experience. He is the author of several peer reviewed books including Social Media Writing Lesson Plans and Rigorous Grading Using Microsoft Word AutoCorrect: Plus Google Docs published by Westphalia Press, Washington, D.C. and Using WordPress for Writing Projects via Brigantine Media, Compass Division, St. Johnsbury, VT. Erik is an associate professor of arts and humanities at American Public University. For updates visit: www.drerikbean.com

Extended Abstract

Some leading contemporary businesses have turned to customer experience (CX) and user experience (UX) as a strategic advantage to help build an emotional connection between prospects and current customers that interact with company messages, people, processes, products, and services. The leaders become different and better for their customers and more profitable and longer lasting than their competitors.  The goal of collective customer and user experience is to turn customers into product advocates. The concept involves creating extraordinary valuable and memorable CX so customers continue to interact with the organization. The continued user experience or UX of the Websites, mobile presences and actual products or services are the proof that promises made from the beginning of the CX, regardless if they were implicit or explicit, are kept and clear. 

In this interactive and engaging workshop, teacher participants will garner a quick snapshot of the intersection of two practical theories, The Immediacy Principle, often used in education and customer experience (CX) often used in business. The Immediacy Principle is predicated upon knowing that most students will gravitate towards assignments and feedback that is responsive and emotionally based than those less attractive and less humanizing (Mehrabian, 2007). A subset of this practice focuses on the teacher's ability to keep implicit and explicit assignment promises (Steinhart, 2010). An overview of the best technological tools will help faculty deliver faster more meaningful feedback and engaging assignments for traditional, blended, or online classrooms. Together, immediacy and CX provide a powerful elixir to effectively engage students. From rigorous grading using Microsoft Word AutoCorrect to Google Docs to incorporating relevant assignments via social networks like facebook, YouTube, WordPress, and Blogger, the list of applications to employ immediacy and the best customer expereinces can be infinate. 

By tapping into student emotions via immediacy and making the learning process memorable and extraordinary, students too can feel like the promises of the educational explooration made, were kept. This is how companies measure CX (promises made, promises kept) and how the satisfaction of students can be measured by their continued interactions in the technological currculum.  Engagement is a construct that for CX is embedded in the creation of purposeful interactions (Van Tyne, 2011).