Understanding Customer Experience Management in Higher Education

To compete successfully in this business era, it is a must to focus on the customer’s buying experience. Customer Experience Management is a strategy that focuses the operations and processes of a business around the needs of the individual customer. It represents a strategy that results in a win-win value exchange between the colleges (service provider) and its customers. The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. Recent trends and pressures in higher education are causing colleges and universities to adopt a more business-oriented approach to managing their campuses. Concurrently, education is becoming more “experiential” in nature. Current advancements in business-to-business operating approaches focus on not only creating, but enhancing the customer’s experience. For higher education, understanding, managing, and measuring the student experience is an advantageous approach which leads to competitive advantage and a long term survival