Australian and UK universities boost enquiry services by 15% in 2024 amid recruitment pressures

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Results from our annual mystery shopping study – the Enquiry Experience Tracker – reveal that universities in Australia and the UK have significantly improved their enquiry services in 2024, with a 15% increase compared to previous years. The findings also show global scores rising for the first time in two years, largely driven by these two regions. Australian institutions improved by 18%, while UK institutions saw a 15% rise.

The study, developed in partnership with UniQuest, sees international student mystery shoppers enquiring to and assessing over 100 institutions worldwide on criteria like responsiveness, relevance, and personalisation.

Australia tops the global leader board, ousting Scotland from the #1 spot for enquiry experience. An impressive 86% of Australian institutions scored above the global average, up from 67% in 2023.

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UK and Australian institutions were the most responsive to prospective student enquiries, answering almost 9 in 10 enquiries. Up from 8 in 10 in 2023, this level of responsiveness suggests a sharpened focus by universities on their lead pipelines.

Australian and New Zealand universities stood out for delivering the most relevant and persuasive responses, sharing compelling content in half of their communications compared to just 1 in 6 from US or European universities.

UK universities also saw a significant improvement in follow-up rates, with 1 in 4 prospects receiving further communications, up from 1 in 6 last year. Conversion is  evidently top of mind, as institutions work to keep prospects engaged and win them over to become enrolled students.

Meanwhile, the average overall score for Canadian colleges and universities declined by one percentage point year on year. Response rates remain static and, like 2023, 1 in 3 students reported having a negative experience enquiring to Canadian institutions.

Mystery shopping took place from April to June, a turbulent time for global education, with tighter immigration policies and falling enrolments. The 2024 study covered 102 institutions across the UK, Australia, New Zealand, Europe, Canada, and the US.

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The results show improvements in many institutions' enquiry services and highlight the competitive edge for those delivering excellence. Elissa Newall, Partner at Edified and Project Director of the Enquiry Experience Tracker, emphasises:

“It's exciting to see universities using the Enquiry Experience Tracker to refine their lead management practices. Some are transforming into real conversion powerhouses. In tough times, those that make students feel valued and keep them engaged gain a major recruitment advantage.”

Jennifer Parsons, Chief Market and Partnerships Officer at UniQuest, adds:

“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.”

Notably, the University of Edinburgh, was recognised as the most improved, with a 50% rise in its score since 2022. Katrina Castle, Deputy Director (Admissions and Applicant Experience) in Student Recruitment and Admissions, says:

“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 by Edified. We have taken part in the Enquiry Experience Tracker over the last three years, and 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.”

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Get a copy of the 2024 global report

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Download the report, using the form below, to see the full results along with global and regional benchmarks. The report includes analysis of responsiveness, enquiry channels, communication quality, follow-up practices and impact.

Registrations for the 2025 Enquiry Experience Tracker will open in November, for higher education providers globally. An earlybird discount is available until 31 December 2024.

To learn more or get help with optimising the prospective student experience at your institution, reach out at eet@edified.com.au.

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