Overall satisfaction grew for the first time in two years – largely driven by significant improvement at UK and Australian institutions, according to results from Edified’s most recent annual student enquiry experience tracker.
Australian institutions’ overall score for 2024 rose by 18% whereas the score in the UK grew by 15%, the results – released on October 2 – show.
The study, delivered in partnership with UniQuest, saw international student “mystery shoppers” making enquiries to 102 institutions around the world and feeding back on their responsiveness, relevance and personalisation.
The University of Edinburgh was revealed as the most improved institution, with a 50% rise in satisfaction on its 2022 score.
Deputy director (admissions and applicant experience) in student recruitment and admissions, Katrina Castle, said: “We are delighted that the hard work of diverse teams from across the University of Edinburgh, including enquiry management, admissions and recruitment colleagues, alongside our student ambassadors, has been recognised.
“It’s extremely gratifying to see how our teams have responded to previous feedback, and collaborated to improve the experience we offer prospective students and applicants.”
This year, Australia nabbed the top spot on the global leader board, with 86% of institutions in the country scoring above the global average compared to 67% the previous year.
The satisfaction surge in the UK and Australia could be down to a renewed emphasis on quick responses to enquiries. Mystery shoppers reported that nine in 10 enquiries were answered in both countries – up from eight last year. “This level of responsiveness suggests a sharpened focus by universities on their lead pipelines,” Edified suggested.
However, the shoppers ranked Australian and New Zealand universities as the best for sending the “most relevant and persuasive responses”, sharing content that interested them half of the time compared to one in every six communications from European universities.
The mystery shopping took place between April to June, covering 102 institutions across the UK, Australia, New Zealand, Europe, Canada, and the US.
In tough times, those that make students feel valued and keep them engaged gain a major recruitment advantage
Elissa Newall, Edified
“Some [institutions] are transforming into real conversion powerhouses. In tough times, those that make students feel valued and keep them engaged gain a major recruitment advantage,” said Elissa Newall, partner at Edified and project director of the Enquiry Experience Tracker.
Jennifer Parsons, chief market and partnerships officer at UniQuest, said: “With so much uncertainty around immigration policies, students are understandably anxious. Proactive, ongoing engagement has been crucial in calming these fears, and our data shows that students who experience this are three times more likely to enrol.”
It comes after recent policy shifts in popular study destinations. Canada has further tightened its existing squeeze on international student numbers, with overseas students reporting damage to their mental health as a result.
Meanwhile, Australia’s controversial ESOS Bill, if passed, will see international enrolments limited to just 270,000 in 2025, leading to fears that some providers will struggle to remain financially viable.
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