Customer Experience in Higher Education | July Issue 2023
This monthly newsletter gives UK-based universities an overview of the importance of customer experience in Higher Education and how to invest in seamless student experience solutions. Each issue will share new research, CX insights, and more.
The Importance of Customer Experience in Higher Education in the Hybrid Era
It may only be the beginning of July, but universities across the country are already gearing up for the upcoming academic year. With the growing competition among higher education institutions, universities are constantly seeking innovative ways to attract students and earn the coveted title of being the best.
In this pursuit, many are focusing on better infrastructure, world-class faculty, and promoting themselves in a unique way. However, one area that often gets overlooked is the overall customer experience. While the term "customer" may seem unusual when referring to students, it highlights the importance of treating them as valued customers and meeting their expectations.?
Customer experience is crucial, regardless of industry. In its most basic sense, it encompasses the overall impression and satisfaction derived by individuals as they engage in interactions and transactions with various businesses or organisations. It is important to note that the specific definition of "customer" can vary depending on the industry. For instance, in the healthcare sector, the customer is typically the patient, whereas, in higher education institutions, the customer refers to the students.
Customer experience in higher education
Customer experience in the context of higher education extends beyond the classroom. It includes all touchpoints of a student's journey, from the initial inquiry to graduation and beyond. This includes admission processes, academic support, career services, extracurricular activities, and overall student well-being. However, defining customer experience in higher education can be challenging. Universities need to take a student-centric approach, tailoring their offerings to meet their student's diverse needs and expectations.
The emergence of hybrid learning, driven by advancements in technology and the COVID-19 pandemic, has presented new challenges for universities. In addition to providing high-quality education, institutions must now ensure seamless integration of online and on-campus experiences. This shift demands a comprehensive digital transformation strategy.
?According to the NatWest Student Living Index 2020, only 29% of students felt supported by their universities during the COVID-19 pandemic. The study surveyed 2,806 UK university students in June 2020 and identified the universities of Aberdeen and Exeter as the best in terms of providing support during the crisis. Aberdeen students were 75% more likely to rate their university's communication throughout the pandemic as excellent compared to the national average. This emphasises the significance of effective and reliable communication in the hybrid era.
As the trend of blending face-to-face teaching with online learning continues into the 2022-23 academic year, it is concerning that many universities still struggle to meet the expectations of their students. A recent study conducted by FE News shed light on this issue, revealing that 14% of students are uncertain about the adequacy of online learning support provided by their universities, while a notable 22% express dissatisfaction with the level of support received. While the percentages may seem relatively small, considering the large student population of approximately ￡2.66 million in UK higher education institutions, it translates to a significant number of dissatisfied customers.
The financial implications for universities are significant. With an average dropout rate of 6.3% among students in the UK, institutions are experiencing substantial losses. Considering the average annual tuition fee of ￡9,000, universities are losing a minimum of ￡1.62 billion per year from student dropouts alone. This figure doesn't even account for the potential loss of prospective students throughout the enrolment process. Universities must proactively assess and enhance both the student enrolment process and the ongoing student experience if they want to attract and retain students and close the gap in funding.
While many universities have traditionally excelled at on-campus pastoral care, ensuring student well-being and support, the online world demands similar attention. Universities must find ways to future-proof support systems, leveraging digital tools and platforms to provide effective hybrid student experiences.
Digital transformation goes beyond adopting online learning platforms. It involves reimagining administrative processes, embracing virtual collaboration tools, and developing engaging digital resources. By leveraging technology effectively, universities can enhance communication, accessibility, and the overall student experience in both physical and virtual spaces.
‘’At CallCare, we recognise that embracing digital transformation and adapting to new digital demands, especially for universities, is a process that requires time.
Through our experience in call-handling solutions, we are aware that students should be always put first.
By proactively managing communication between students and universities, we help safeguard their reputation and present a united front for a better student experience.’’
The benefits of prioritising customer-centric approaches
Not only is it the right thing to do to prioritise customer-centric approaches in higher education, but it also brings many advantages for institutions. By placing students at the centre of their strategies and operations, universities can reap the following benefits:
The challenges of hybrid learning and the need for digital transformation
So, how do we improve the customer experience? It begins with a deep understanding of the common issues students face throughout their educational journey. In higher education institutions, the student experience encompasses a wide range of online and offline interactions, including technology, information, and interactions with university representatives. Let’s explore some of the most prevalent service gaps that exist in this sector:
1. Poor communication
During the pandemic, poor communication with institutions emerged as a significant source of frustration for students. As learning shifted away from the classroom, many students experienced a noticeable reduction in general support for their studies. Issues with communication and limited on-campus access created a perception that support was less visible and that they were ‘…just expected to get on with their degree’ and that ‘support day-to-day was unsuitable’.
Institutions often fail to clearly communicate expectations when implementing new approaches like online education or introducing new disciplines. This lack of clarity leaves students uncertain about their responsibilities and can hinder their overall success. As well as this, many students lack sufficient information about the available services offered by their institutions. This results in missed opportunities and underutilisation of valuable resources. By addressing these communication gaps and providing comprehensive information, universities can ensure that students make the most of the available services and support.
‘Clearing is quite frankly a horrible process. The phone lines are constantly busy. Having spent over two hours attempting to contact Portsmouth University repeatedly, I eventually was put through with all the places taken. Altough it's worth the university place, bear in mind that you may not event get a chance to talk to a real person before the place is gone.' - First Year Law Student (university Of Surrey)
source: Uni Guide
2. Technology gaps
A lack of access to core digital infrastructure is disrupting students' ability to fully participate in higher education from home, as highlighted by recent survey data from the Office for Students (OfS). During the COVID-19 lockdown, 52% of students reported that their learning was impacted by slow or unreliable internet connections, with 8 per cent experiencing severe disruption. Additionally, 18 per cent of students were affected by a lack of access to a computer, laptop, or tablet, with 4 per cent reporting severe impact. These statistics underscore the urgent need for universities to address digital inequities and ensure all students have the tools and resources to participate fully in their educational journey.
Institutions can also face challenges stemming from technology platforms that are not mobile-friendly or excessively complex. These issues can create obstacles for students, making accessing essential technology tools and resources difficult. This is not a particularly new challenge, as highlighted by a study conducted by DVE Solutions in 2018. The study revealed that universities grapple with inefficient, convoluted processes and technology that do not adequately support students.
3. Lack of personalised services
Students from low-income backgrounds, foreign nationalities, or with specific needs often require extra support, such as accessible platforms, auxiliary aids, and inclusive services. Unfortunately, many institutions fall short of providing these necessary resources. Acknowledging that not all students and staff members can thrive under a one-size-fits-all delivery approach is important. Recognising the diversity of needs and learning styles, universities can enhance the learning experience by offering flexibility and personalised learning opportunities that cater to individual requirements. By doing so, institutions can create an inclusive environment where all students can succeed and reach their full potential.
CallCare’s Student Experience Solutions?
?Universities today understand the significance of delivering exceptional customer service. However, providing unparalleled service during busy periods, such as at the start of term time, may seem like an overwhelming task. This is where call handling plays a crucial role in providing vital support and ensuring smooth operations during periods of high demand, such as clearing. It's important to assess whether your existing systems and processes can cope with unpredictable call volumes, particularly during critical events. System failures during such times can be devastating, significantly impacting the overall customer experience.
By outsourcing your call handling to CallCare, we have the capability to simulate clearing situations by generating thousands of scenario-based calls to your helpline within a short timeframe. This enables us to provide expert guidance on managing large volumes of inbound calls. With multiple call centres and robust cloud-based systems operating within the UK, we offer a 24-hour call-handling service with comprehensive disaster recovery measures. This means that even if your system encounters issues, your student callers will not be affected, as you'll be equipped to handle any situation that arises.
Outsourcing to CallCare provides you with the assurance that your student experience will be handled professionally, responsively, and to an excellent standard. Our end-to-end solutions alleviate concerns about missed calls, lengthy hold times, and system failures. Whether it's verifying student results over the phone, conducting outbound campaigns to support scholarship placements, or serving as a backup in worst-case scenarios, our services provide round-the-clock support to ensure that you consistently provide an exceptional customer experience.
We invite you to visit our clearing support page to learn more about how CallCare has partnered with educational organisations in the UK. You can also request a complimentary and obligation-free call with our team today.
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