For years, the contact centre in higher education has been viewed as a necessary, largely operational function, a place to handle admissions queries, route calls, and resolve common problems. But that perception is changing.
Across the sector, the contact centre is beginning to play a more strategic role: acting as a central hub for student engagement, a source of institutional insight, and a vital partner in supporting wellbeing, satisfaction, and retention.
With digital transformation accelerating, and with students expecting fast, seamless support, the question for the higher education sector is no longer whether to modernise the contact centre, but how to make it future-ready.
Here are four principles shaping the next generation of contact operations in higher education:
Joined-up service is the new standard
Students do not think in silos. To them, a fee query, a password reset, and a course change request are all part of the same journey, and they expect their university to see the bigger picture too. The contact centre of the future will sit at the heart of a more integrated model, joining up services that have traditionally been fragmented. IT, finance, admissions, student support, and academic services will need to align more closely, not just in terms of systems, but in how they manage contact, share data, and measure outcomes. This is not just about improving efficiency. It is about delivering a consistent, connected experience that reflects the reality of the student journey.
One size does not fit all
While many undergraduates are comfortable with chat, self-service, and digital-first contact, others, such as international students, postgraduates, or those with accessibility needs, may require a more personal or tailored approach.
Modern contact centres must provide flexibility and choice. Human contact still matters, and institutions that balance automation with empathy will be better placed to meet diverse needs. It is not about removing traditional channels. It is about using insight to understand when to offer them, and ensuring that every student feels supported, whichever path they choose.
The contact centre as a strategic listening post
Every student interaction contains valuable information. Patterns in contact data can help universities identify common pain points, spot service issues early, and inform decision-making across the institution.
Why are the same questions coming up repeatedly? What does a spike in enquiries before assessment deadlines tell us about student wellbeing or communication gaps? Which topics drive the most frustration?
In the future, contact centres will be better positioned to provide this insight, not by adding complexity, but by capturing the voice of the student and sharing it with the teams who can act on it.
Flexibility and scalability will define success
Peak periods such as clearing, enrollment, and results day create predictable surges in demand, but many institutions still struggle to resource effectively during these times. Whether through seasonal planning, cloud-based contact models, or shared service approaches, universities will need to scale support operations quickly without compromising quality. Flexibility is no longer a luxury. It is a necessity, and a key part of building resilience into student-facing services.
Looking ahead
As the demands on student services continue to grow, the contact centre has an opportunity to evolve from a reactive support channel to a strategic asset.
It can become the engine room for joined-up service, inclusive delivery, and data-led improvement, and a critical part of how institutions deliver value, impact, and care to their students.
Jane is Head of Marketing at IPI with over 30 years experience in the IT marketing arena. Passionate about driving change through innovative technologies and highly focused on delivering IPI’s core messages to it’s clients and prospects.
