In today’s higher education landscape, effective communication is more important than ever. University administrators and IT staff know that engaging with students is not just about providing information—it is about ensuring students feel heard, supported, and connected to their institution. But all too often, universities are still relying on outdated communication systems that struggle to handle peak periods or meet the expectations of today’s students. This gap in communication can leave students feeling frustrated, disengaged, and even questioning their decision to attend.
If you have ever found your university struggling to keep up with student inquiries during critical times like registration, exam periods, or financial aid deadlines, you are not alone. These pressure points highlight the need for more adaptable, modern contact center communication strategies that can flex with demand and align with how students want to interact with their university. In this article , we explore how modern communication systems can help universities bridge the gap with their students and what steps you can take to avoid leaving them feeling disconnected.
The Communication Problem: Bottlenecks During Peak Periods
Universities are no strangers to fluctuating workloads, with periods of calm giving way to sudden surges in student needs. Whether it is the lead-up to the academic year, the mad rush of clearing, or final exam periods, these spikes in activity can push communication systems beyond their limits. During these times, overloaded call centers can lead to long hold times, overwhelmed staff, and missed opportunities to engage with students when they need it most.
The frustration students feel when they cannot get a quick answer to their questions is real. It is not just about waiting on the phone—it is about feeling disconnected from their university at a time when they need help. And that frustration can lead to disengagement, reduced satisfaction, and a breakdown in trust between students and their institution.
Traditional call center models, where a limited number of agents try to handle massive volumes of incoming calls, just cannot keep up. For example, during key times like course registration, universities often see a dramatic increase in inquiries, and their existing systems buckle under pressure. Without flexible solutions in place, staff members are stretched thin, and students are left feeling like they are shouting into a void.
Tom Arbuthnot, an expert in MS Teams contact centers for education, noted that many universities face dramatic spikes during specific times, making flexibility critical:
“In the UK, we have this concept called clearing where people get their university places…there’s a big period of time where universities have temporarily a massive influx of calls and communications.”
Without scalable solutions, universities risk letting their students down during the moments that matter most.
The Rising Expectation of Flexibility
Today’s students are digital natives. They expect quick, efficient communication and are not always inclined to pick up the phone. Research shows that younger generations, particularly Gen Z, are more likely to prefer text-based communication—whether that is through chat, email, or social media. They are used to getting information on demand, in the format that is most convenient for them, and they expect the same flexibility from their universities.
In fact, Arbuthnot highlighted that many students would rather engage through real-time chat or even email than make a phone call. This shift in preferences reflects the way younger generations communicate:
“If you look at a younger generation, chat interaction comes to them much more naturally. They would look for an app or a website and a way to engage that is not necessarily voice-first.”
This shift is crucial for universities to recognize. Without offering different ways for students to reach out—whether it is through messaging platforms, social media, or asynchronous email systems—universities may find it increasingly difficult to keep up with student expectations. The traditional one-size-fits-all approach no longer works. Instead, universities need to focus on being flexible, meeting students where they are, and offering communication options that fit into their digital lives.
The Consequences of Not Modernizing
Universities that fail to adapt to modern communication preferences face several risks. First and foremost is the potential to lose students’ trust. Communication breakdowns during key moments—like financial aid discussions, course registration, or housing inquiries—can severely impact how students perceive the university. A poor communication experience does not just cause frustration in the short term; it can affect student retention in the long term.
For many students, the feeling of being “left on hold” by their university does not just apply to phone systems. It is the experience of slow email responses, misrouted inquiries, and a lack of transparency about the status of their requests. These communication failures can compound over time, leaving students feeling unsupported and even driving them to consider transferring to other institutions.
In today’s competitive higher education landscape, where universities are increasingly vying for student enrollment and retention, the quality of communication is more important than ever. A seamless, responsive communication system can be a key differentiator, helping universities stand out by delivering a better student experience.
Finding the Right Contact Center Solution
So how can universities move from outdated communication models to systems that meet the needs of today’s students?
The answer lies in flexible, modern solutions that adapt to both the ebb and flow of demand and the variety of ways students prefer to communicate. Cloud-based communication platforms, for instance, allow universities to scale their operations easily, providing more support during high-demand periods and scaling back during quieter times. This scalability is crucial in an environment where communication needs can fluctuate dramatically from one week to the next.
Moreover, universities should consider systems that integrate multiple communication methods into a single platform. This might include:
- Chat options: Many students prefer the immediacy of real-time chat over voice calls.
- Email support: For more complex inquiries or for students who need a record of their communications.
- SMS notifications: Reminders for deadlines or critical updates can be sent directly to students’ phones.
- Automation: Tools like automated call routing and basic query handling can free up live agents for more complex student issues.
This does not mean replacing human interactions entirely. There will always be a need for personal, live support, especially for sensitive issues like financial aid or mental health resources. But by automating the simpler, more transactional interactions, universities can ensure their agents are available to handle the calls that truly require a human touch.
During peak periods like registration, a flexible system that can handle both basic queries and more complex issues can prevent communication bottlenecks. As Arbuthnot pointed out:
“Wouldn’t it be great if we could divert some of that traffic to AI agents or chatbots for simpler use cases? Things like, ‘Do I have places left on this course?’ or ‘What are the next steps?’ That would take a lot of pressure off human agents.”
Such systems ensure that universities do not fall behind when student demand surges.
The Power of Data and Automation
One of the advantages of modern communication systems is the ability to collect and analyze data. With every interaction, universities gather valuable information about how students prefer to communicate, what questions are most frequently asked, and where bottlenecks occur. By leveraging this data, universities can forecast demand more accurately and plan for peak periods, ensuring that the right resources are in place at the right time.
Automation also plays a critical role in improving both efficiency and the student experience. Simple AI tools, such as automated call routing or chatbots for basic queries, can significantly reduce the workload for human agents. While universities may not be ready for fully automated systems just yet, these tools can provide a smart, scalable solution for handling routine inquiries.
Arbuthnot is optimistic about the role AI could play in enhancing student communication:
“AI can help by coaching agents to provide the right answer or by engaging directly with students for simple inquiries. We are seeing AI starting to take over the more commercial aspects of call centers, but there’s huge potential for universities as well.”
Time to Rethink Your Communication Strategy
Universities that continue to rely solely on outdated call centers risk falling behind. To meet the demands of today’s students, institutions need to rethink how they communicate and invest in systems that offer flexibility, scalability, and options beyond traditional phone calls.
The good news is that making the switch does not have to be difficult. Many cloud-based contact center solutions can integrate with existing systems, providing a seamless transition while offering new features like automated call handling, real-time chat, and data analytics.
If your university is struggling to keep up with student inquiries or you are hearing complaints about long wait times and slow responses, it is time to re-evaluate your communication systems. Do not let communication bottlenecks create frustration for your students—by modernizing your approach, you can bridge the gap and ensure students feel supported and connected, even during the busiest times.
Explore Multichannel Contact Center Solutions
Ready to explore how modern communication tools can improve student engagement at your university? Reach out to the sales experts at Landis Contact Center for Microsoft Teams to learn how a flexible, cloud-based contact center system can help you scale during peak periods and offer the communication options for your students expect. Let us work together to ensure no student feels left behind.
