Colleges and universities are struggling to meet students’ rising expectations for digital support and self-service experiences, according to a report from Gravyty, an AI-powered engagement solutions firm. The report, “Student Self-Service Expectations in Higher Ed: Benchmarks for Today’s Campuses,” reveals that students expect the same speed, convenience and personalization from their institutions that they receive from everyday consumer platforms.
Nearly four in 10 students say the digital tools and services at their institutions fall short of the seamless experiences they’ve come to expect from consumer platforms like Amazon and Spotify. In fact, 58 percent say the apps they use every day have fundamentally reshaped what they expect from their institution’s digital tools.
One in four students say difficulties with institutional digital tools have made them question whether staying enrolled is worth the hassle, while 35 percent say frustrating digital experiences have negatively affected how connected they feel to their institution.
Students view the quality of digital support as a reflection of how much their institution values them, and poor experiences can directly affect engagement, belonging, persistence and future alumni relationships, according to the report.
“Students don’t separate their campus experiences from the rest of their digital lives,” said Justin Beck, CEO of Gravyty. “When they can manage nearly every aspect of their lives instantly through technology, long wait times, disconnected systems and difficult-to-navigate processes stand out.”
Half of students have avoided reaching out to their institution because getting help felt too difficult, while 57 percent say institutional processes required too many steps and redirects. Nearly 70 percent of students who delayed an important task say it was because they couldn’t easily find the information they needed. Additionally, 38 percent have delayed an important enrollment, financial aid or academic task because institutional digital tools were difficult to navigate.
The research reveals that today’s students experience their institution through digital channels, making technology an important contributor to belonging and engagement. Nearly three-quarters (74 percent) say the way their institution communicates with them digitally affects how valued they feel as a student.
More than 70 percent say they would feel more connected to campus life if digital tools did a better job of surfacing relevant clubs, events, communities and resources. Meanwhile, 37 percent say their institution’s digital tools have not helped them discover opportunities they weren’t already aware of, and 85 percent say a stronger sense of belonging would make them more confident about staying enrolled through difficult stretches.
Beck said that as institutions face growing pressure to recruit, retain and support students, digital friction has become a student success issue. He believes colleges that make support easier, faster and more personalized will be better positioned to build lasting relationships from enrollment through graduation and beyond.
