Embracing a student-centred design to attract and retain students

Students today have diverse backgrounds, preferences and learning styles. Student cohorts of all types are seeking more personalised experiences and as we know from the research a sense of community and connection to maximise their engagement and well-being. Student satisfaction matters now more than ever, and seamless student-centred digital experiences are essential and expected by all cohorts. 

Universities have great potential to meet these expectations through student-centred digital technologies, although they often struggle with effectively integrating new and existing systems, and experience challenges across infrastructure, training, data privacy, and cybersecurity to name but a few. Data privacy and cybersecurity are critically important in today’s working environment. Universities are experiencing significant increases in accessible student data, consistently collecting, and analysing large volumes of personal information, and must consider concerns around privacy and security – such as adhering to strict data protection regulations and establishing transparent policies to safeguard student information and maintain trust. 

The implementation of an integrated digital infrastructure and uplifting student services often requires significant financial investment. To deliver exceptional student services, universities need well-trained and knowledgeable staff members with a strong customer service skills orientation who understand the nuances and benefits of new digital technologies. Investing in staff training and development will enable the evolving needs of tomorrow’s students to be met. 

Increasingly universities are working with their students to design student services. The co-creation and design of services that meet students’ needs is partially based on their insights into what works well and what doesn’t. Increasingly, contemporary customer service models seek the input of their customers. By co-creating with learners’ universities can ensure that the most important moments in the student journey are recognised and responded to appropriately.  

The path forward.   

To effectively embrace a student-centred design in higher education and improve student satisfaction and digital experiences, providers must address the challenges they face in integrating new systems, infrastructure, training, data privacy, and cybersecurity. Here are practical strategies to consider:

Embrace a student-centric approach from within.

1. Enhancing customer service culture: Focus on improving customer service culture within student services to significantly enhance student satisfaction and the overall experience. This might involve for example in providing training sessions or team coaches for staff and managers to enhance their customer experience skills and knowledge. 
2. Co-designing the student experience: Work closely with students to define their wants, needs, and expectations. Understand the ‘moments that matter’ to them and use this insight to co-design the future state student experience, mapping out the student journey and testing and refining concepts along the way. Consider the strategic program objectives, digital architecture, and required resources to ensure a holistic and effective approach. 

Integrate digital technologies strategically and realistically.

1. Recognise the potential of digital delivery models: Create a more accessible and immersive student experience, while striking a balance between technology and the social aspects of learning. 
2. Fostering collaboration and community: Identify opportunities for collaboration through active communities of practice to help maintain student engagement and foster a sense of belonging. 

Measure your impact.

1. Implementing a robust reporting methodology to make data-driven decisions: Develop a comprehensive measurement framework to track the impact of student-centred design initiatives. Use key performance indicators (KPIs) to effectively track and evaluate the success of your changes. By prioritising initiatives by largest impact on the student experience, particularly the ‘moments that matter’ universities will be able to better differentiate in the market and increase their attractiveness to potential students. Students will likely be more successful and worry less about the administration of their studies and focus on their future aspirations.