April 2008

The University of North Carolina Kenan-Flagler Executive Development

About UNC Executive Development
UNC Executive Development provides business leaders with core competencies needed to increase effectiveness in the workplace. Over the past 10 years, the Financial Times has consistently rated UNC Executive Development among the world’s best executive education providers. In May 2007, UNC Executive Development's custom programs were ranked 8th in the nation and 12th in the world by the Financial Times.
 
The Challenge
UNC Executive Development has had an impressive record of serving the needs of business professionals for over 50 years. However, the increased demand for executive education and the dramatic rise of competing programs has necessitated that executive development programs understand the needs of clients more thoroughly and precisely. 

The Research 
Designing the Study
UNC Kenan-Flagler Executive Development came to Client Opinions in 2006 to begin development of a client feedback program that would provide useful market insights and differentiate their program from competitors. The study was designed to obtain information in a measurable and unbiased way regarding client satisfaction with respect to several aspects of the Executive Development Program. These aspects include but were not limited to: client service, program content and quality, application of learning, faculty knowledge and reputation, and overall value. The study also sought to capture market information about competing executive development programs and the importance of specific selection criteria.        

The Findings
Implementation & Follow-Through
UNC Executive Development strives to build deep connections with clients, emphasizing flexibility, commitment, and partnership. Consequently, this was reflected in client responses to the survey. More than 80% of clients revealed that they chose to attend UNC Executive Development over other programs because of the strong partnership they felt UNC established with them. 

“We feel it is imperative to align with our client partners in order to best suit their needs on a continual basis. By conducting this Client Opinion’s study with our most important clients, we better understand our strengths, and what areas we should improve. This survey allows our clients to connect with us and provide feedback in a non-threatening, if not anonymous way. We then share the overall results with the entire Executive Development management team in order to develop a plan to insure we fill in the gaps and continue to be that great partner they feel we are to them,” said Barbara Perkins, Director of Marketing & Business Development.

The Impact
Strengthening the Program
For UNC Executive Development the annual client survey impacts client service and business objectives, influences program development, and contributes to ongoing market research in tangible ways. The survey is used as a “follow-up” touchpoint for both client partners and UNC Executive Development. In addition to gathering data vital to creating relevant and impactful programs, the survey helps UNC Executive Development communicate to clients that their input is essential to building better programs and profoundly important to UNC as an organization.

If you are interested in learning more about UNC Executive Development's research experience, contact Barbara Perkins at Barbara_Perkins@unc.edu or visit their website at www.execdev.unc.edu.