At Texas A&M University, we’ve provided students in our College Station campus with high-quality education since 1876. As the first public higher education institution in Texas with more than 68,000 students and with the country’s second-biggest student roll to look after, our ability to innovate in student support as well as in our classes, laboratories and playing fields, is a pillar of the excellent customer service we provide to our community.

Too much email?

Each Texas A&M student has a dedicated email address. After years of using email as the primary way to communicate with students, we started to encounter some challenges: many students began to only monitor their personal email address, spending little to no time checking their university email address. It resulted in them not completing important administrative tasks such as signing up for direct deposit, and failing to meet important deadlines and requirements such as submitting a photograph for their identification (ID) cards or to complete financial agreements.

Engaging students in a post-email world

Related content: The magic tool for communicating with students

We already had a vendor conducting one-way outbound calls and reminders–not only did students rarely answer the phone or reply to voicemails, but they also couldn’t text back that number. They had to find time to call us back and whenever they would actually do that, they would be frustrated by the long hold times.

About the Author:

Rachelle McDonald is the director of customer service at Texas A&M University.


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