The enrollment cliff is no longer just a distant concern—it's rapidly approaching and will start reshaping higher education next year.
The term "enrollment cliff," often whispered in administrative higher-ed circles, represents the significant decline in college-bound high school graduates, driven by demographic changes, economic factors, and evolving perceptions of higher education's value.
As the pool of prospective students shrinks, colleges and universities are under unprecedented pressure to attract and retain students. In this competitive environment, delivering a top-notch student customer experience becomes critical.
The enrollment cliff is a term used to describe a notable drop in traditional-aged student enrollment rates.
According to the Western Interstate Commission for Higher Education (WICHE), the number of high school graduates is expected to peak around 2025 and decline sharply.
This demographic shift poses a severe challenge for higher education institutions that rely on a steady influx of new students to maintain financial stability and fulfill their educational missions.
Moreover, the pandemic has accelerated trends, prompting many students to reconsider traditional higher education pathways.
The rise of alternative credentials, online learning, the FAFSA issues from earlier this spring, and the gig economy have created a competitive landscape where colleges must demonstrate clear value and relevance.
In this context, the concept of student experience transcends traditional notions of academic quality and campus amenities.
Today's students expect seamless, personalized, and responsive interactions with their institutions—much like the customer experiences they enjoy with leading consumer brands.
Missouri Baptist University leaders recently introduced its "Hospitality Playbook," a living document created by enrollment, marketing, and communications staff members to put concrete actions to the value of a positive student experience.
Give it a look.
1) Personalization
Students expect their educational institutions to recognize and cater to their individual needs and preferences, much like the hyper-personalized experiences they receive from platforms like Netflix and Amazon. As they make one of the largest financial commitments of their lives, this tailored approach becomes crucial in meeting their expectations and ensuring their satisfaction.
2) Technology Integration
To stand out in the eyes of tech-savvy students, schools must leverage cutting-edge technology to simplify tasks such as registration, financial aid, and course selection. Ensuring that all processes are mobile-friendly is essential, as students demand seamless and efficient interactions with their institutions.
3) Responsive 24/7 Support
Access to timely and effective support services is crucial. Even if visitors aren't speaking with a human, students need to feel like they have 24/7 access to academic advising, mental health resources, or technical assistance, and they expect prompt and compassionate responses from their schools.
4) Engagement and Community
Creating a sense of belonging and community is vital for student retention. Institutions must build environments where students feel connected, supported, and engaged both academically and socially.
Join us on August 14 at 1 p.m. for a webinar to unlock social media's potential to boost student retention through engaging short-form videos. Click the image below to register.
To effectively navigate the enrollment cliff and meet the high expectations of prospective students, schools need to adopt a holistic approach to enhancing the student experience. Here are additional strategies to consider:
1) Invest in Understanding Data Analytics
Data analytics can provide valuable insights into student behaviors, preferences, and pain points. By understanding these factors, institutions can tailor their offerings and communication strategies to better meet student needs..
2) Enhance Digital Presence
A strong digital presence is essential for attracting and retaining students. This includes a user-friendly website, active social media engagement, and robust online support services. Institutions should prioritize mobile optimization to ensure seamless access across all devices.
3) Prioritize Support Services
Mental health is a top priority for students and their families. Institutions must ensure that support services are accessible, responsive, and empathetic. This includes investing in staff training and leveraging technology to provide timely assistance to students.
4) Create a Sense of Community
Building a vibrant campus community—both online and offline—can significantly impact student retention. Institutions should offer opportunities for students to connect, collaborate, and engage with their peers and the broader campus community.
The enrollment cliff presents a challenge but also an opportunity to reimagine and enhance the student experience.
By prioritizing personalization, technology integration, responsive support, and community engagement, institutions can attract and retain students, fostering a thriving educational environment.
Hannon Hill is committed to empowering higher-ed institutions with innovative content management solutions that enhance student engagement and satisfaction.
Our support team's dedication is reflected in a 99.5% satisfaction rating and a customer retention rate of over 96% annually, ensuring prompt and effective support for a smooth experience.
We are here to help you excel in delivering the exceptional experiences today's students demand. Let's embrace innovation and excellence to secure a vibrant future for higher education.
Contact us today to discover how Cascade CMS and Clive can help your institution thrive.
Last Updated: Jul 18, 2024 11:00 AM
