It seems that few can agree about what the future student experience will look like but there is a growing consensus that for the majority of higher education institutions (bar a few outliers) it will – and probably should – look different from today.
For your institution, that might look like a question of curriculum – addressing student demand for practical skills, career competencies and civic values to be more robustly embedded in academic courses. It might be about the structure of delivery – with the Lifelong Learning Entitlement funding per credit model due to roll out in the next few years and the associated opportunity to flex how students access programmes of study and accrue credit. It might be a question of modality and responding to demands for flexibility in accessing learning materials remotely using technology.
When you combine all these changes and trends you potentially arrive at a more fragmented and transient model of higher education, with students passing through campus or logging in remotely to pick up their higher education work alongside their other commitments. Academic community – at least in the traditional sense of the campus being the locus of daily activity for students and academics – already appears at risk, and some worry that there is a version of the future in which it is much-reduced or disappears altogether.
Flexibility, not fragmentation
With most higher education institutions facing difficult financial circumstances without any immediate prospect of external relief, the likelihood is that cost-saving measures reduce both the institutional capacity to provide wraparound services and the opportunities for the kind of human-to-human contact that shows up organically when everyone is co-located. Sam Sanders
One of the challenges for higher education in the decade ahead will be how to sustain motivation and engagement, build connection and belonging, and support students’ wellbeing, while responding to that shifting pattern of how students practically encounter learning.
The current model still relies on high-quality person to person interaction in classrooms, labs, on placement, in accessing services, and in extra-curricular activities. When you have enough of that kind of rich human interaction it’s possible to some extent to tolerate a degree of (for want of a better word) shonky-ness in students’ functional and administrative interactions with their institution.
That’s not a reflection of the skills and professionalism of the staff who manage those interactions; it’s testament to the messiness of decades of technology systems procurement that has not kept up with the changing demands of higher education operational management. The amount of institutional resource devoted to maintaining and updating these systems, setting up workarounds when they don’t serve desired institutional processes, and extracting and translating data from them is no longer justifiable in the current environment.
Lots of institutional leaders accept that change is coming. Many are leading significant transformation and reform programmes that respond to one or more of the changes noted above. But they are often trying – at some expense – to build a change agenda on top of a fragile foundational infrastructure. And this is where a change in mindset and culture will be needed to allow institutions to build the kind of student experiences that we think are likely to become dominant within the next decade.
Don’t fear the transactional
Maintaining quality when resources are constrained requires a deep appreciation of the “moments that matter” in student experience – those that will have lasting impact on students’ sense of academic identity and connection, and by association their success – and those that can be, essentially, transactional. Pete Moss
If, as seems to be the case, the sector is moving towards a world in which students need a greater bulk of their interaction with their institution to be in that “transactional” bucket two things follow:
One is that the meaningful bits of learning, teaching, academic support and student development have to be REALLY meaningful, enriching encounters for both students and the staff who are educating them – because it’s these moments that will bring the education experience to life and have a transformative effect on students. To some degree how each institution creates that sense of meaningfulness and where it chooses to focus its pedagogical efforts may act as a differentiator to guide student choice.
The second is that the transactional bits have to REALLY work – at a baseline be low-friction, designed with the user in mind, and make the best possible use of technologies to support a more grab-and-go, self-service, accessible-anywhere model that can be scaled for a diverse student body with complicated lives.
Transactional should not mean ‘one-size-fits-all’ – in fact careful investment in technology should mean that it is possible to build a more inclusive experience through adapting to students’ needs, whether that’s about deploying translation software, integrating assistive technologies, or natural language search functionality. Lizzie Falkowska
Optimally, institutions will be seeking to get to the point where it is possible to track a student right from their first interaction with the institution all the way through becoming an alumnus – and be able to accommodate a student being several things at once, or moving “backwards” along that critical path as well as “forwards.” Having the data foundations in place to understand where a student is now, as well as where they have come from, and even where they want to get to, makes it possible to build a genuinely personalised experience.
In this “transactional” domain, there is much less opportunity for strategic differentiation with competitor institutions – though there is a lot of opportunity for hygiene failure, if students who find their institution difficult to deal with decide to take their credits and port them elsewhere. Institutional staff, too, need to be able to quickly and easily conduct transactional business with the institution, so that their time is devoted as much as possible to the knowledge and student engagement work that is simply more important.
Critically, the more that institutions adopt common core frameworks and processes in that transactional bucket of activity, the more efficient the whole sector can be, and the more value can be realised in the “meaningful” bucket. That means resisting the urge to tinker and adapt, letting go of the myth of exceptionalism, and embracing an “adopt not adapt” mindset.
Fixing the foundations
To get there, institutions need to go back to basics in the engine-room of the student experience – the student record system. The student system of 15-20 years ago was a completely internally focused statutory engine, existing for award board grids and HESA returns. Student records is now seen as a student-centric platform that happens to support other outputs and outcomes, both student-facing interactions, and management information that can drive decision-making about where resource input is generating the best returns.
The breadth of things in the student experience that need to be supported has expanded rapidly, and will continue to need to be adapted. Right now, institutions need their student record system to be able to cope with feeding data into other platforms to allow (within institutional data ethics frameworks) useful reporting on things like usage and engagement patterns. Increasingly ubiquitous AI functionality in information search, student support, and analytics needs to be underpinned by high quality data or it will not realise any value when rolled out.
Going further, as institutions start to explore opportunities for strategic collaboration, co-design of qualifications and pathways in response to regional skills demands, or start to diversify their portfolio to capture the benefits of the LLE funding model, moving toward a common data framework and standards will be a key enabler for new opportunities to emerge.
The extent to which the sector is able to adopt a common set of standards and interoperability expectations for student records is the extent to which it can move forward collectively with establishing a high quality baseline for managing the bit of student experience that might be “transactional” in their function, but that will matter greatly as creating the foundations for the bits that really do create lasting value.
This article is published in association with KPMG.
