How UK higher ed’s financial crisis is impacting enquiry management
What a difference a crisis makes.
UK higher ed is picking up its enquiry management game in a worstening financial environment:
According to Edified’s 2024 Enquiry Experience Tracker, the UK has boosted its enquiry management performance (quality, impact and responsiveness) by 15% within 2 years.
However, Australia and New Zealand are leading the pack with the most persuasive comms - not that the competition is too high:
Globally, "persuasiveness of communication" is still by far the lowest-scored factor.
Yes, higher ed is great on clarity (90%+ positive rating globally) and being "warm and friendly."
But it’s persuasiveness that sells:
Students said they would be TWICE AS LIKELY to continue engaging with institutions that shared key selling points than those that didn't.
And the most persuasive medium?
Other students.
Peer-to-peer communications were rated the highest, with responses described as “more friendly and helpful” than any other channel.
But sometimes I wonder if we’ve even got the basics in place:
In the UK, still only 1 in 4 prospects received follow-up communications to their enquiries - that’s still shockingly low, even if it is an improvement from last year.
We worry about having the best CRM implementation, advanced peer-to-peer strategies and stand-out campaigns.
But if we’re not even following up with all those leads we pay dollar to generate - are our priorities in the right place?
Engage with the leads you work hard to capture.
It’s more of a differentiator than you think.
