Customer Service in Higher Education: 7 Trends & Tactics

What is one customer service trend happening within higher education? How does this trend translate into a usable customer service tactic? 

To help professionals in customer service in higher education, we asked business leaders this question for their best advice. From hosting interactive tours to treating students as clients, there are several strategies that may help you boost student satisfaction at your organization. 

Here are seven higher education customer service trends to consider: 

• Host Interactive Campus Tours 
• Implement a Self-Help Option on Your Website
• Utilize AI Chatbots
• Provide Students With Flexible Learning Opportunities
• Embrace Digitalization
• Treat Students as Clients
• Leverage Preferred Communication Channels

Why Is Customer Service Important In Higher Education?

Customer service in higher education matters because it directly impacts student satisfaction, retention, and success. Here’s why it’s essential:

1. Enhances Student Experience: Good service supports students academically and personally, making them feel valued and supported. A positive experience encourages students to stay engaged.
2. Boosts Retention Rates: Students are more likely to continue their education if they receive prompt help and clear answers. Effective service helps resolve concerns, reducing dropout rates.
3. Strengthens Reputation: Satisfied students often share their positive experiences, boosting the institution’s reputation. Good service attracts new students and builds trust within the community.
4. Encourages Student Success: Responsive service provides the tools and guidance students need to navigate their academic journey. This improves learning outcomes and prepares them for future careers.
5. Builds Loyalty: When students feel valued, they are more likely to stay connected as alumni. This loyalty can lead to future support, networking, and donations.

Investing in excellent customer service can create a welcoming and effective learning environment.

Host Interactive Campus Tours

One thing that we have seen and are also trying to incorporate is interactive on-campus visits. These visits are a great opportunity to showcase our school’s facilities and school spirit. 

It is not enough to read about our schools online. It’s so much better when our students are about to get a more hands-on feel for the environment. From sitting in on classes, games, or practice sessions, they are able to start building meaningful connections from the very beginning.

Mike Orchard, College Athlete Advantage

Implement a Self-Help Option on Your Website

A self-help option offers students the information they are looking for immediately with no effort from your side. A knowledge base, a one-stop resource that provides answers to the most frequently asked questions, is a great way to up your game when it comes to customer service. 

Scholars appreciate a place where they can navigate easily and directly without human intervention. FAQ sections also increase the online visibility of your school, boost the level of student enrollment, and improve the overall customer experience.

Amit Raj, The Links Guy

Utilize AI Chatbots

Something I see more and more in higher education websites is the use of AI chatbots. These help service customers 24/7 and offer great initial support to students, faculty, and staff. This translates into a very useful customer service tactic because you can service customers even when your employees are not working. 

It gives you 24/7 support, and chatbots can resolve simple problems. For more complex matters, they can redirect you to a real customer service rep who can assist you further.

John Wu, Gryphon Connect

Provide Students With Flexible Learning Opportunities

After the pandemic, a lot of universities had to grasp flexible learning and remote learning. In 2021, a lot of universities have kept that same flexible mentality and providing students with more customer service to aid their entire learning experience. Flexible learning is here to stay overall.

Olivia Young, Conscious Items

Embrace Digitalization

Universities have had to adapt to many changes as a result of the Covid-19 pandemic. Creating virtual social events post-pandemic will be important to allow students to enjoy the social aspect of college, even if they are studying from home. They’ll also allow students to connect with anyone anywhere, enhancing their college experience with diversity.

Saskia Ketz, Mojomox

Treat Students as Clients

One of the trends within higher education to improve customer service is by treating paying students like customers. The advantages of this strategy include improved student satisfaction and loyalty. 

Managing students as clients also leads to increased retention, which is an important revenue source for higher education establishments.

Stewart McGrenary, Freedom Mobiles

Leverage Preferred Communication Channels

One rising trend among higher education institutions that I’ve noticed is the use of messaging apps in customer service. To meet universities’ younger audience where they are, as an additional channel of offering support beyond the typical email and chatbot, I am seeing a lot of schools allowing current and prospective students to contact them through apps like WhatsApp and Signal. Universities are getting wise to the fact this is how younger people communicate and even prefer to interact with businesses. 

Leaning into this approach, higher education institutions can allow students to shoot a message to the customer service team through WhatsApp or Signal, and get a response in the same way they normally would via email or the website’s chatbot. Once configured on the customer service team’s side with software, it really isn’t that different from responding to chatbot queries.

John Ross, Test Prep Insight

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The Ritz Carlton’s Three Steps of Service

The Ritz-Carlton’s Three Steps of Service are essential guidelines for exceptional customer service, focusing on personalized, proactive, and thoughtful care.

1. Warm, Sincere Greeting: Staff members start with a friendly welcome, using the guest’s name whenever possible. This creates an immediate connection and makes the guest feel valued. In customer service, this approach shows that each interaction matters. A warm greeting can set a positive tone for the entire customer experience.
2. Anticipation and Fulfillment of Needs: Employees aim to predict guest needs before they even ask. This means observing and listening attentively to anticipate desires. For customer service, it highlights the importance of understanding clients, offering solutions proactively, and exceeding expectations. Anticipating needs can transform a standard interaction into an exceptional experience.
3. Fond Farewell: Staff members ensure a personalized goodbye, again using the guest’s name if they can. This leaves a lasting impression. In customer service, a strong farewell demonstrates appreciation for the customer’s time. It shows that the relationship doesn’t end after a purchase or interaction but builds loyalty for future encounters.

These steps build trust, loyalty, and positive word-of-mouth—cornerstones of great customer service.

Conclusion

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