BGA | BUSINESS IMPACT
I n 2021, student bodies at Business School campuses comprise of a mix of digital natives, digital immigrants, and analogue native profiles. However, by 2025 they could comprise 100% digital- native profiles, according to the 2020 Salesforce State of the Connected Customer report. There is no doubt that the student body has become diverse in terms of age, socioeconomic background, and nationality, and it looks set to become ever-more diverse – which means that students could move to treat education institutions as ‘regular businesses’ from a customer perspective. For Business Schools, the challenge in providing a digital-native student experience will become a must in the short term, because ‘experience’ looks set to become a critical decision point at a very early stage in the potential student interaction with the institution – even at the marketing and recruitment stage. Based on the Salesforce Consumer Report , 78% of students expect their entire Business School experience to be personalised, so there is a pressing need for Business Schools to reconsider all their contact points and customer interactions from a native-digital perspective. Regarding enrolled and current students, in the same report, students said that maintaining their wellbeing is the top challenge they are facing (cited by 76% of the sample and up by 3% year on year); 43% of students said they prefer hybrid courses over traditional classroom or online delivery; 40% of students said that their institution can best support their wellbeing by offering more flexible learning options, and 49% said that career prospects are most important when deciding to enrol in a college or university. In response to these student requirements, 45% of Business School professionals said that their institutions are implementing new business models. Nine out of 10 Business School staff (92%) reported that tailored student enrolment plans have been successful in ensuring accepted students enrol at their university or college;
38
‘It’s not just about customer service anymore, it’s also about “caring” service’
Made with FlippingBook - Share PDF online