Higher education institutions often overlook a crucial truth: students are customers, too. By embracing a student-centric approach—rethinking admissions, improving feedback loops, and enhancing student services—universities can foster stronger relationships, improve satisfaction, and drive institutional success. This shift is not just beneficial; it’s essential in today’s competitive landscape.
When I started my MBA program, I expected an enriching experience where my voice mattered. Instead, I was met with dismissive attitudes and a clear message: I’m here to learn, not to express opinions or demand better.
The irony hit me during a marketing class when we discussed customer-centricity. The professor was quick to add, “This doesn’t apply to you. You’re students!” It stung. My family and I invested heavily in my education, yet I felt more like a bystander than a valued customer.
Reflecting on this, I realized the term "customer" was absent throughout my academic journey. While institutions use “candidate” and “student” freely, they shy away from acknowledging us as customers. This mindset creates an unbalanced relationship, where institutions hold the power but forget the importance of student satisfaction.
Your frustration is valid, Eduardo. Students today invest significant time, energy, and money into their education and expect to be treated with respect and value. The good news? Many institutions recognize the benefits of student-centricity and thrive because of it. Here’s how:
Admissions processes are inherently selective, but that doesn’t mean they can’t be inclusive and transparent. Treat applicants with respect and provide clear, accessible information at every stage. Institutions should view admissions as the start of a lifelong relationship, not just a transaction.
Students are not just learners—they are key stakeholders in the academic ecosystem. By involving students in decision-making processes, such as course design or institutional policies, universities can demonstrate respect for their perspectives and needs.
Actively seek feedback from students and act on it. Whether through surveys, focus groups, or open forums, institutions should continuously strive to improve based on student input. This not only builds trust but also strengthens the institution's reputation.
From career counseling to mental health support, institutions must prioritize services that help students succeed academically and personally. A seamless, supportive experience fosters loyalty and encourages alumni to become lifelong advocates.
Train faculty and staff to recognize the importance of treating students as valued customers. A simple shift in mindset can lead to more respectful communication and a stronger sense of community.
While higher education prides itself on selectivity, institutions must remember that students ultimately hold the power of choice. A student-centric approach is not about undermining academic rigor but respecting and valuing the people who make these institutions thrive.
The rewards for universities willing to embrace this shift are immense—stronger relationships, higher retention rates, and an engaged alumni network ready to champion their alma mater. It’s time for higher education to embrace the customer within the student fully.
If you wish to embark on the journey of student-centricity, contact us for an initial conversation or explore our services.
About this blog:
EDU—short for Eduardo—is not just any student; he’s your lead, candidate, student, and alumni. He’s here to help you see things from his perspective—what excites him, what concerns him, and what truly matters in his journey.
On this blog, EDU asks the questions every prospective student is thinking about. Do you have the answers? If not, don’t worry—we’re here to find them together!
So, dive into EDU’s stories, gain fresh insights, and explore what truly resonates with students today. Want to stay updated? Subscribe now and get the latest stories delivered straight to your inbox!