As we face the pressing reality of the enrollment cliff, it’s crucial for leaders in higher education to adapt and innovate. Recent closures of nearly ten institutions in New York State since June 2023—such as Cazenovia College, Medaille College, The College of St. Rose, and Wells College—underscore the fragility of smaller, private schools, but this trend is not likely to stay isolated and compels us to examine the reasons behind students’ migration and identify strategic opportunities to enhance retention, both from a grassroots vantage point and from a systemic, and institutional perspective.
Higher education leaders can focus on what they can control: cultivating an exceptional student experience that highlights the unique strengths and distinct identity of their institutions. While factors such as geographic location may be outside their influence, strategic actions can emphasize what makes their campuses stand out. Forbes highlights a significant shift in student preferences, with many choosing to relocate from colder climates to warmer regions and moving from smaller, regional institutions to larger public universities, drawn by the promise of enhanced resources and opportunities. This increased competition, coupled with shifting public opinion about the value of a higher education degree, presents challenges for smaller institutions. However, by intentionally capitalizing on their existing identity and brand, universities can create an environment that resonates deeply with students, offering differentiating experiences that compel them to stay. Rather than passively leaning on their distinctiveness, institutions can actively leverage it to foster loyalty. Ultimately, the way to truly stand out and ensure long-term success is to provide an excellent customer service experience—one where students feel valued, supported, and engaged throughout their educational journey.
Exceptional customer service plays an important role in student belonging. In this challenging landscape, it’s essential to acknowledge that while students and parents may not traditionally be seen as customers, providing exceptional customer service is crucial for fostering student belonging and retention. Here are five strategic recommendations for enhancing retention and student engagement:
1. Be curious about student exits: Just as employee exit interviews provide valuable insights, leaders in higher education should create a structured process for gathering information when students decide to leave. Many leaders assume that students leave an institution because of poor grades, family commitments, or financial stress. However, pioneer Neal Raisman, best known for some of the first research in service excellence in higher education, uncovered that the main reason students leave a college or university is because they receive poor customer service and feel that the school doesn’t care about them. Using a mixed-method data collection tool to document the real reasons for leaving allows institutions to build a comprehensive database to determine cause. This data will uncover trends, pinpoint underlying issues, and inform strategies for meaningful change. Rather than offering a transactional response, focus on understanding their motivations, which can reveal opportunities for problem-solving and help strengthen future student retention efforts.
2. Small considerations from a systems-view can have a big payoff: Small, thoughtful gestures can have a profound impact. Consider initiatives that address micro-inconveniences on campus, such as improving Wi-Fi access in high-traffic areas or providing amenities that enhance student life. A simple, well-placed gesture can create a memorable experience, setting your institution apart from your competition. Consider facilitating a campus-wide “audit” to gauge how easy or difficult it is to accomplish routine or daily student tasks – ensuring that there is a high-quality standard across campus may seem remedial or like “something we should all be getting right” but too often things that are everyone’s responsibility end up being no one’s responsibility. For example, how many times do students need to physically travel from one end of campus to the other in order to complete a transaction? How can such inconveniences be remedied through online channels? Improving overall culture by mitigating / alleviating the small or minor inconveniences makes it easier to stay and harder to leave.
3. Personalize interactions: The intimate environment of smaller institutions allows for meaningful connections. Make it a priority to learn students’ names and engage with them on a personal level. This not only fosters a sense of belonging but also creates a supportive atmosphere where students feel comfortable seeking assistance.
Recently, Dr. Shari McMahan (President, Eastern Washington University) shared with Academic Impressions’ members during a webcast that she not only walks to campus daily but also leads a quarterly Zumba or cardio-class open to everyone. By doing so, she demonstrates that leadership isn’t confined to the ivory tower; she is accessible, relatable, and genuinely invested in the well-being of her community. This level of engagement exemplifies excellent customer service, showing a personal commitment to fostering a sense of connection and care across the campus.
4. Enhancing student experience through community: Campus-wide welcomes, special recognitions, and community-building activities are essential for fostering a strong sense of belonging among students. These initiatives help create a supportive and inclusive environment where students feel connected not only to their peers but also to faculty and staff. When students feel recognized and valued, it boosts their engagement, satisfaction, and overall retention. It doesn’t take much — handing out treats or hot chocolate during final exams shows a level of care in the simplest of ways. Events like these promote meaningful relationships and enhance the overall campus experience. In many cases, such activities serve as a form of customer service, showing students that their institution is invested in their well-being and success. By prioritizing such efforts, institutions can build a sense of loyalty, making students more likely to persist through challenges and stay committed to their education (and their school).
5. Differentiate your brand: What makes your institution different and unique? Make your institution stand out from your competitors by highlighting unique programs, student success stories, and the personal campus culture you’ve created. Emphasize your school’s strengths, whether it’s a focus on research, innovation, community service, or industry connections. Highlighting what makes you different will show current and prospective students why your school is special.
As we navigate the complexities of the enrollment cliff, it is imperative for leaders to focus on retention strategies that extend beyond traditional academic offerings. By enhancing customer service and prioritizing the student experience, we can forge deeper connections with our students and build a resilient future for our institutions. The path forward requires a commitment to understanding and addressing the unique needs of our students, making them feel valued, and allowing an increased sense of belonging to tether them to our institutions.
If you want to engage in a conversation with me on how Presidents, their cabinets, and other senior leaders can and should focus on customer service, both internally and externally, join me on December 3, 2024, at 1:00 pm EST for a free webcast by registering today.
