BUSINESS INSIGHT: UPP | 05
The student experience eco-system
By Andy Carr, UPP
good personal understanding of what it looks and feels like too. Higher education is not, however, like
The UK higher education sector at racts many thousands of students from diff erent backgrounds and from diverse cultures all over the world. Each has their own hopes, expectations, aims and motivations for choosing a destination; the mode and course of study; or a particular institution. From the moment a student starts to
consider a university education through to graduation, a myriad of forces and infl uences combine to form that individual’s own overall view of his or her student experience. Each experience will be unique as there are as many student experiences as there are students. For universities and their partners the
issue is, therefore, how one transmits the essence of an institution – its vision, values and aspirations throughout the wide range of services it delivers. When it comes to buying goods, customer
service is well understood across all industries and as consumers we all have a
other goods or services. It is one which involves a multifaceted delivery of academic and non-academic services and one which also involves a long-term personal and emotional commitment on the part of each student. Therefore, the notion of student experience cannot just be about not treating students like consumers. If we do that we run the risk of over simplifying our approach and in turn failing to communicate the unique aspects of each university. Regardless of whether or not we are looking
at customer service as a simple concept or student experience with its multiple layers there is universality in the student journey
that anyone should be able to understand. A university is full of young people moving away from home for the fi rst time – taking tentative steps from being a young adult into a truly independent life. As people we can all understand the personal challenge this represents and in doing so recognise a need to feel at home, to set le quickly and fi nd the space to live, learn and feel secure. Therefore, to truly understand and
defi ne our role in delivering great student experience, partners such as us have to redouble eff orts to fully understand the student journey and not rush to defi ne student experience either too generically or indeed confuse it with something else. For us at UPP, the key is to understand our
university partners as fully as we can – their students, their goals and ambitions and what makes each institution unique. As partners we must avoid defi ning
student experience for our own purposes and understand that we are but one part of the wider eco-system in which great student experiences are created. Armed with that fuller understanding we can bet er support our university partners and their students to defi ne our role in that complex system.
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