Adviser satisfaction survey 2013

1. Adviser satisfaction survey 2013 Research summary

2. Introduction • This survey was carried out to: • understand advisers’ satisfaction with UCAS and our products and services • to understand where our products and services can be improved. • The survey is to be repeated annually, to track year-on-year performance. Methodology • 13,640 UCAS contacts at schools and UCAS centres were invited by email to complete the survey. • 720 advisers (498 in the UK and 222 overseas) responded to the survey, a good response rate of 5%. Respondents’ survey responses were treated in the strictest confidence, in accordance with the Market Research Society’s code of conduct.

3. Key findings – at a glance • 97% of UK advisers and 93% of international advisers had a ‘great’ or ‘good’ experience of UCAS. • 91% say the UCAS website* is ‘great’ or ‘good’ at ‘providing the information you need’, only 72% give the same rating for ‘ease of finding what you’re looking for’. • Satisfaction is high with all UCAS products and services – except Adjustment. • Most advisers are satisfied with the communications they receive from UCAS. • Advisers’ perceptions of UCAS’ image are really positive. However, international and inexperienced advisers had a slightly less positive experience of UCAS and less positive perceptions of UCAS’ image and communications. • Advisers are very keen to engage more with UCAS – through free online learning and attending free regional events for advisers and institutions. • Only 20% of advisers heavily promote UCAS Card to their students. What does this mean for UCAS? • We’ll keep doing what we’re doing. Plus, we’ll aim to engage better, especially with: • inexperienced advisers • international advisers • parents. • We will also: • remind advisers about the products, services and I&A resources that can support them • demystify areas seen as complex, such as Adjustment and Extra • simplify terminology • review UCAS Card. • *The survey was conducted before the relaunch of ucas.com

4. Free text responses to ‘How would you rate your overall experience of UCAS in the last year?’ The size of the text indicates how frequent it was written in response to this question

5. Great customer service and user-friendliness of the system were most commonly mentioned in free text responses • 168 respondents chose to explain the reason. • Comments about great customer service and user-friendliness of the application system were common to both UK and non-UK advisers. • Frustrations with the system were also noted, as well as issues with Course Search and ucas.com.

6. Satisfaction amongst advisers is high with most UCAS products and services • *The survey was conducted before the launch of the new search tool.

7. Advisers’ perceptions of UCAS’ image are really positive too • Advisers were asked to what extent they agree or disagree with a number of image statements which are based on objectives in the UCAS Corporate Strategy 2010-2015. • Top rated image statements are: • UCAS provides an efficient service for applicants (94% strongly agree or agree) • UCAS is trusted (93% strongly agree or agree) • UCAS communicates with applicants using up-to-date technologies (90% strongly agree or agree). • Lowest rated image statements are: • UCAS inspires applicants (43% strongly agree or agree) • UCAS helps applicants make the right choices, for the right reasons and with the right outcomes (48% strongly agree or agree) • UCAS is influential (59% strongly agree or agree). • International advisers and advisers with less experience of UCAS applications tend to have the least positive perceptions of UCAS’ image.

8. Most advisers are satisfied with the amount and frequency of the communications they receive from UCAS • Advisers are generally happy with the frequency of communications: newsletters (93% ‘about right’), other emails (89% ‘about right’) and illume magazine (84% ‘about right’). • Satisfaction with communications is highest in terms of: • sent to the right person (97% very/fairly satisfied) • quality (93% very/fairly satisfied) • choice of channel (email/post etc) (93% very/fairly satisfied). • Satisfaction was lowest in terms of: • ease of changing recipient’s contact details (72% very/fairly satisfied) • relevance to you (89% very/fairly satisfied). • International advisers and inexperienced advisers are slightly less satisfied with the amount and frequency of UCAS communications. • 93% of the advisers surveyed feel the amount of communication they receive is ‘about right’. 3% feel they get ‘too much’ and 3% feel they get ‘too little’.

9. Email is advisers’ preferred contact method • Most popular • 99% of the advisers surveyed feel UCAS should provide information to them by email. • ucas.com (84%), online videos (39%) and a secure online forum (25%) are the next most popular methods. • Other online methods are slightly more popular amongst international advisers, including online videos (41%) and is secure online forums (27%). • Least popular • Social media is the least popular method (Facebook 10% and Twitter 8%). • ucas.com is a less popular method amongst international advisers (87% UK advisers vs 77% non-UK advisers). Only 20% of advisers heavily promote UCAS Card to their students • Issues with UCAS Card identified in free text include a perception of too much work for advisers, difficulties with distribution of the card and lack of lack of information about benefits of the scheme. • Only one fifth of the UK advisers surveyed say they heavily promote UCAS Card to their students (20%). 60% say they ‘don’t push it that much’ and 5% say they don’t know what UCAS Card is.

10. Advisers are very keen to engage more with UCAS • More than three quarters of UK advisers (78%) say they are interested in attending a free UCAS event in their region for advisers and local higher education institutions. • 77% of UK advisers and 91% of international advisers say they are interested in receiving free online training from UCAS in the form of e-learning (online) courses. 62% of UK advisers and 88% of international advisers are interested in accessing free webinars. • International advisers would like UCAS to attend more international conferences and events. • Even non-engaged advisers (those who have not purchased a product or attended an event in the last year) want to engage. This cohort are even more interested in e-learning and webinars than engaged advisers. Personal statements (UK 72%, non-UK 87%) Reference writing (UK 71%, non-UK 82%) Factors for successful applications (UK 68%, non-UK 77%). The most popular topics amongst both UK and international advisers are:

11. When advisers were asked what is the ONE biggest thing that UCAS could do to improve their satisfaction rating, 406 of the respondents (56%) gave an answer using the free text box. • The top 20 subjects mentioned the most were: • *The survey was conducted before the relaunch of ucas.com and before the launch of the new search tool

12. Respondent profile

13. A wide range of advisers responded to the survey • More than two thirds of survey respondents (69%) were based in the UK. 11% were based in the EU and 20% in a non-EU country. • 392 of the advisers (56%) describe their centre as ‘a school’. Other common centre types were ‘an academy’ (12%), ‘a sixth form college’ (9%) and ‘a further education college’ (6%). • Small numbers of agents, HEIs and careers organisations also responded. Respondent base: 720 • ‘Other’ centre types included: international schools, private language schools and a distance learning centre. Respondent base: 705

14. There was a good cross section of respondents from the UK In which region of the UK is your centre located? • All regions of the UK were represented in the survey. • Almost two-thirds (63%) work in non-selective, non fee-paying schools or colleges. The second largest proportion (13%) came from selective, non fee-paying schools or colleges (grammar schools). • Almost one fifth of respondents (19%) work at independent schools. Scotland - 8% Northern Ireland- 4% North East – 3% North West – 11% East Midlands – 8% West Midlands – 10% Wales - 3% East Anglia – 7% London – 12% South East – 18% Respondent base: 486 South West – 10%

15. Non-UK respondents were from a range of countries across the world Northern Europe 24 Eastern Europe 17 Western Europe 22 North America 10 Southern Europe 23 Western Asia / Middle East 33 East Asia 27 Northern Africa 3 South Asia 14 Caribbean 4 South East Asia 18 Western Africa 1 Central America 4 Eastern Africa 9 South America 2 Southern Africa 1 Oceania 5

16. A range of length of UCAS experience and varied job roles were represented • Almost half of the advisers surveyed have been helping students with their UCAS applications for seven years or more (48%). • Just over one quarter have three years’ experience or less (26%). The same proportion have been doing the role for four to six years (26%). • More than half of respondents are their centre’s dedicated careers adviser (53%), but more than one third also teach other subjects (36%). • 31% of respondents are a head teacher, deputy head or head of sixth form. Other roles carried out by respondents include student learning mentor, administration and support, school business manager and counsellor. Respondent base: 694 Respondent base: 685