Enhancing customer engagement in communication through Human-centric process redesign and Digital talent development: The case of Au school

Abstract

This thesis investigates the root cause behind Au School’s main problem: inefficient customer engagement in communication and its inconsistent enrolment growth performance in recent years. Despite having a strong historical background and reputation while being competitively positioned in the Ho Chi Minh City education market, the school continues to experience limited clarity in positioning its Australian educational value, ineffective coordination among departments, and inefficient customer engagement in communication. The research identifies the main cause of these issues as a fragmented communication system and proposes the following solution: Human-Centric Process Redesign and Digital Talent Development. The aim of this research is to identify the main cause of these issues and propose a solution that ensures long-term operational stability and readiness for the school’s upcoming digital transformation. A mixed-method approach was employed, including qualitative interviews with leadership, academic, admissions, finance and marketing in conjunction with surveys with both staff and parents. Comparative analysis, and cause-and-effect mapping were each used to validate the findings. The results indicate that although inter-department coordination challenges exist, the primary root cause is Fragmented Communication system. Competitor benchmarking and industry insights demonstrate that top-tier international schools in Ho Chi Minh City achieve sustainable enrolment performance when communication processes are unified, staff competency is prioritized, and digital tools are integrated into human-driven systems. These findings reinforce the need for a sustainable solution that strengthens internal capability before implementing advanced technology. Two solution pathways were evaluated: Alternative Solution 1 - Immediate Technical-Centric system and Automation, and Alternative Solution 2 - Human-Centric Process Redesign and Digital Talent Development. Based on the analysis of long-term effectiveness, cost estimation and alignment with organizational culture, the Human-Centric approach was selected as the appropriate solution. This approach focuses on standardizing communication workflows, building staff capability, developing a Digital Talent Pool. Interview validation with all departments confirmed strong support for a human-first approach, with leadership and staff. The proposed implementation plan emphasizes process redesign, capability building, and leadership modeling over a 12-month period, supported by defined expected outcomes including parent satisfaction, departmental coordination indicators, and enrolment growth figure. Taken together, this thesis provides a comprehensive, evidence-based structure for enhancing customer engagement at the Au School through Human-Centric Process Redesign and Digital Talent Development.