The current generation of digitally savvy students have been passively trained by years of social media, e-commerce and online entertainment to expect a high-level user experience in all their digital interactions, with no exception for their educational institutions.
In higher education, there are two categories relevant to digital transformation. The first relates to engagement, where what is known about a student is utilized to deliver relevant communications at the right time, in the right manner. Ideally that can be done across a number of channels, depending on the context, including chatbots, text messages, emails, mobile apps and more. The second category enables the first: a foundation of data where student information—gleaned through website clicks and visits, academic performance tracking as well as other sources—can be used to determine how and when that communication should occur.
A recent Forbes Insights executive brief, “Rising to the Challenge: Digital Transformation and Student Engagement in Higher Education,” sponsored by Pitney Bowes, touches on both categories and outlines practical examples of their application to improve the student experience.
Many educational institutions are now turning to customer experience firms to map the student journey and life cycle. That allows them to zero in on the moments when they can support student needs digitally by providing relevant information, and therefore deepen engagement. (Read More...)