Parents who constantly tell their children to get off their phones may want to think again as their kids depart for college this fall. The ability to use chat messaging to communicate with fellow students and teachers helps nervous first-year students navigate new environments—and there are benefits for college and university administrators, too.
University staff can take advantage of a trusted communication channel that their students are already on 24/7. Just like corporations, educational institutions are reinventing themselves as we adjust to an increasingly digital world.
After two years of getting by with temporary teaching tools, administrative leaders are investing in deliberate digital strategies, leaning into new technologies, and tapping into the power of AI and automation. In fact, the global education technology market, which was already valued at $106.46 billion in 2021, is expected to experience a compound annual growth rate (CAGR) of 16.5 percent from 2022 to 2030.
For administrators wanting to invest in a long-term digital strategy, here are five ways chat commerce, the future of digital commerce and engagement in messaging apps and mobile communication channels, can help you deliver a better experience for students, parents, fellow staff, and faculty.
1. Reach students where they are
The average American spends an average of five to six hours on their phones daily. As any parent or educator will tell you, that’s a conservative estimate for most college-aged students. What’s more, the rapid rise in chat platform usage makes this channel ideal for students, especially considering that 44 percent of Gen Zers check their notifications within one minute of receiving a message. Introducing a chat channel should be a no-brainer for educational institutions as it gives students a convenient way to communicate with staff without having to go in person, comb through dozens of web pages, or talk on the phone (a Gen Zer’s worst nightmare).
2. A smart way to deal with chaos
Dealing with applications, new student registration, and other aspects of admission and orientation processes take up a sizable portion of college and university administrators’ time. Dealing with students who may not understand the process and demanding parents with frequent queries is a headache every administrator dreads each semester. Chat enables the school to nurture new students by sharing admissions updates, quickly answering questions, and passing along orientation schedules.
3. Help students make the best choices possible
A chat commerce platform is a great way for universities to communicate with their students both proactively and reactively. Let’s consider an important application of this function. Once a student has enrolled, they will need to choose their classes. An advisor may make the student’s enrollment journey a personal experience by sending highly personal communications and touchpoints in SMS or messaging apps. Targeted reminders about important deadlines, new programs, and courses are a great way to help students feel like a priority and set up for success. You can use your school’s admission’s CRM platform to manage, create, and personalize communications and let staff know which students have received certain notifications.
4. Automation reduces administrative burden
One of the most immediate benefits of chat is automation and how it can dramatically improve efficiency. For instance, a customer service bot can be activated when any student texts the university, scans a QR code, or clicks a button on the website or app. This is especially effective when it comes to student services, including: schedules for classes, times of on-campus events, campus card queries, secure incident report lines, and emergency notices. It also gives students an option to request a call back when needed–allowing administrators to answer queries when convenient for them.
5. Complete transactions securely and simply
From buying or topping up on meal plans, to booking and paying for events, to loading money onto student campus cards, there are countless transactions that happen every day at educational institutions. Some chat messaging platforms offer transactional capabilities that make it easy for students to complete the purchases they need, without trekking to the bookstore or box office. Be sure to look for a provider with strong security so students’ financial information is secure.
Moving the education sector into the 21st century
College is a constant bustle with classes, exams, and hundreds of events happening throughout the semester. By providing students (and faculty) with a secure communication and transactional channel, administrators make vital services available at a time and place that’s convenient for all parties. Most importantly, good, two-way communication allows educational institutions to put student well-being at the heart of their operations — helping students and their parents access the information they need in a safe, trusted and widely-used channel.
Jennifer Shambroom is a highly accomplished senior marketing executive with a 20-year track record of success achieving growth objectives within start-up, turnaround, and rapid-growth environments. Jennifer is also a veteran of the mobile ecosystem boasting 16 years of mobile app experience. Jennifer’s marketing leadership contributed to 10 funding events, the sale of five software companies, and the acquisition of several more. Jennifer has been recognized for her leadership and achievements as Executive of the Year; Marketing Executive of the Year; Shortlist for Most Innovative Woman in Marketing, Advertising and Public Relations; 50 Women to Know in Martech; and Mobile Women to Watch.
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