In the rapidly changing world of higher education, Jamaican universities are at a pivotal point, needing to adapt their roles to better serve students amidst global competition, technological shifts, and societal changes.

Students face numerous challenges, from financial strains and mental health concerns to hybrid learning and uncertain job markets. Furthermore, a significant drop in university enrolments post-COVID-19, estimated at between 20 per cent and 30 per cent, adds pressure to these institutions which rely heavily on tuition fees amid declining government funding.

This situation threatens the sustainability of universities and the societal progress tied to higher education. Addressing these challenges requires a shift towards a more agile, supportive, and innovative university model that prioritises student needs, promotes resilience, and prepares them for a complex future.

Exceptional Customer Service

Exceptional customer service is crucial for student success and satisfaction in higher education. It goes beyond basic administrative support, offering personalised guidance, mental health services, and career advice tailored to student needs. By prioritising student well-being and engagement, universities can create a more inclusive and supportive environment, boosting academic success and preparing students for the challenges of the modern world.

What do students want?

In my conversations with students about what they really want from their universities, their answers have been eye-opening. I’ve broken down their wishes and concerns into 10 key areas, showing just how varied and deep student expectations run. It’s a clear call for universities to really listen and shift focus to what matters most to students on their education journey. Students have expressed that they want the following:

1) Timely and responsive communication: “In a world where we can get info with just a tap on our screens, we totally expect our university to keep up. When we send them an e-mail — could be about classes, money stuff, signing up for courses, or just figuring out paperwork — we’re really hoping for a quick reply. It’s super important to us. We need answers that are fast, clear, and straight to the point, whether that’s through an e-mail, a call, or a message online. Getting back to us quickly makes us feel like we actually matter to them, cuts down on the stress, and helps us get along better with our university.”

2) Personalised support and attention: “Every one of us students is on our own path, dealing with our own stuff, aiming for different things. We really value it when someone at the university gets that and treats us like individuals, not just part of a crowd. Whether it’s getting advice on our classes, figuring out our future careers, or just needing a bit of extra support, it’s super important that it’s all tailored to what we need personally. This kind of one-on-one help doesn’t just make us do better in our studies, it helps us grow as people too. It makes us feel seen and valued for who we are.”

3) Accessibility and availability of services: “Having easy access to the important stuff, like academic advising, mental health support, and financial aid, really makes a big difference in how we do in school and how we feel overall. It’s critical for creating a place where we all feel supported in our learning journey. Dem need fi make sure services are there for wi when we need them, like having longer hours for students who have to work and online help, too, so everybody can get the support them need, no matter what. This way, we’re knocking down those barriers that could hold us back from succeeding, you zimi?”

4) Professional and knowledgeable staff: “When we interact with staff and faculty, it really shapes our whole experience at university. We expect to meet people who are not just friendly and easy to approach but also deeply knowledgeable and skilled in their fields. The professionalism and expertise of both academic and administrative staff are crucial for enriching our learning journey and supporting us as we pursue our academic goals.”

5) Clear and transparent information: “Dealing with all the university stuff, like rules, picking my classes, signing up, and figuring out the fees, can get really overwhelming for me. It makes a huge difference when I can find information that’s clear, straightforward, and always up to date. It helps me make better decisions about my studies and keeps my expectations in check, cutting down on a lot of confusion and stress.”

6) Efficient and streamlined processes: “Dealing with registration, figuring out financial aid, and just trying to get to the services I need can be such a headache. It’s a game changer when these things run smoothly. I really appreciate it when there are efficient online systems in place that make all that admin stuff less of a chore. It means I can spend more of my time and energy on actually learning and growing instead of getting bogged down in paperwork and processes.”

7) Respectful and inclusive environment: A university’s culture significantly impacts its students’ sense of belonging and well-being. A respectful, inclusive, and supportive campus environment that celebrates diversity and fosters a sense of community is crucial. This includes respecting students’ identities, backgrounds, and experiences, thereby creating a welcoming space for all.

8) Feedback mechanisms: “So there was this one time I had a pretty frustrating experience with feedback. I had some concerns about how one of my courses was structured, especially with how the material was being delivered. It felt all over the place, and I wasn’t the only one feeling lost. We gathered our thoughts and submitted our feedback, hoping for some changes or at least a discussion about it. But nothing happened. It was like sending our thoughts into a void. No acknowledgement, no changes, nothing. It made me feel like our voices just didn’t matter. It’s disheartening when you take the time to give feedback, hoping to improve the situation, and it ends up being ignored.”

9) Academic support and resources: “You know, for me, the whole point of university is really about learning more and growing academically. That’s why it’s so important to have good support around. I mean, having access to tutoring when I’m stuck, being able to find everything I need in the library, and just finding a quiet spot to study makes a huge difference. And let’s not even start on how much having the right technology and resources helps. It really does make the educational experience so much better for me.”

10) Career and professional development: “Honestly, getting ready for life after graduation is something I think universities should really focus on. Like having access to career counselling, internships, and networking events can make a huge difference. My university offers these, but sometimes it’s hard to figure out where to find the information.”

When agile universities commit to fulfilling these needs, they create an environment that not only nurtures academic success but also promotes personal growth and well-being. Such a holistic and student-centred approach can result in increase in enrolment and transformation of the perception of higher education from a mere academic endeavour to a valuable life experience.

This positive shift in perception is crucial in today’s digital age in which experiences and opinions go viral on social media and other online platforms in just one click. Can it be done? Yes, it can!

Dr Henry Lewis Jr is an associate professor at University of Technology, Jamaica, in the School of Humanities and Social Sciences. He is also a social scientist and executive life coach. Send comments to the Jamaica Observer or
hjlewis@utech.edu.jm.