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Artificial Intelligence and its help in student retention

Gustavo Goncalves
Gustavo Goncalves

Aug 10, 2023

A few years ago, it might not have been possible to imagine that the future of educational marketing would be linked to machines. But nowadays, with technological advances, the use of Artificial Intelligence is not only a reality in the educational scenario, but is also essential for an effective student retention and a good customer experience.

In times of great evasion, with countless students dropping out of the course halfway through, AI has become the secret for educational institutions to reverse the situation, improve marketing strategies and improve the consumer experience.

But, in practice, how is this done? That's what we're going to talk about in today's post! Continue with us and discover how AI can help retain your educational institution.

What you'll see in this post:

Let 's go reading!

How can AI help with retention?

If you are a regular reader of our blog, you must have read about Artificial Intelligence here! The fact is that the future has arrived for educational institutions and, if you haven't implemented it at your university yet, it's time to rethink the subject.

In short, artificial intelligence allows processes previously done by humans to be performed by machines, optimizing their time and automating the process. In a more practical way, the machine will execute tasks and, according to the received data, improve its tactics.

In the educational scenario, as we said earlier, this tool is essential! When it comes to student retention, AI can be decisive for your students' retention, and we'll show you how. Come on?

Anticipate scenarios and enable the construction of a more assertive strategy! 

Through predictive analysis of data from students who are already enrolled, it is possible to identify students who are more dispersed with the contents of their institution. That way, you can anticipate and create strategic content that will attract and reach these students again.

Imagine the following situation: your institution has a student who does not open your emails and, for a long time, does not visit any of your platforms, not even download your content. This student is increasingly distant from his university and your communication with him needs to be reestablished.

With the intelligent system, it is possible to identify the student's behavior patterns and analyze their actions. At this point, by anticipating the scenario, your institution is able to identify such a situation in time and build a new strategy to prevent that student from dropping out. 

With AI, you personalize the experience and build a relationship with the learner!

Generating a connection with the student is not always an easy task, the student needs to identify with your institution and communicate with you! But to develop a solid relationship, the key is personalized communication. 

With AI, it is possible to automate responses according to user behavior. In this way, your university makes the student feel understood by your institution. 

Here, Copy professionals come into play! With the information discovered by AI, the creative sector is oriented to produce more assertive content, according to the pain and needs of the student.

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Chatbots: your university is always available!

The student's journey does not end when he enrolls, it is necessary to accompany him throughout his trajectory and be present so that he remains in your institution. 

At this point, an agile service is needed to answer the student's possible doubts and show that the University is there to help him in whatever is necessary. 

But the big question is: how to be available 24 hours a day to serve you? There is only one answer: artificial intelligence. 

With a more humanized interaction, the objective of the virtual assistant is to speed up the process and make the first contact with the student. With the chatbot, the machines carry out customer service and solve their doubts in a practical way. But if necessary, the virtual assistant directs the student to one of the university's attendants.

With good service, your institution can offer a personalized and faster experience to the student, increasing the level of satisfaction and showing that this is the right place for him to continue his graduation. 

How has your students' experience been?

Now that you know how AI can impact your retention, it's time to understand your student experience a little more. After all, how to measure the level of customer satisfaction? That's what we're going to talk about in this thread! 

To understand the consumer journey and build more assertive strategies, it is necessary to know how the user experience with your institution has been, from the registration process to the post-sales. 

By monitoring specific metrics and in-depth understanding of the collected data, your institution has the opportunity to improve its services. Remember that customer satisfaction is synonymous with achieving your main objective and having a successful strategy! 

To help you know if you have achieved the expected results, below, we separate the main metrics that you need to take into account when measuring your customer satisfaction.

Net Promoter Score (NPS)

The Net Promoter Score is a satisfaction metric with the aim of analyzing the level of loyalty of its customers, that is, enrolled students. Through the database collected from each student's feedback, from answers to a questionnaire, data and other indicators, it is possible to know the degree of loyalty and improve the performance of your institution. 

If your University has a low recommendation rate from students, there must be something wrong with your strategies, and you need to think of new tactics to make students interested in staying at your institution again. 

The calculation is simple, the greater the customer's satisfaction, the greater the chances of him staying at your college and recommending it to other students.

Customer Effort Score (CES)

Focused on measuring the customer's effort to perform a certain action, the Customer Effort Score is an essential metric for analyzing customer satisfaction. As discussed above, a quick and personalized response can help resolve student concerns and increase their satisfaction with the university. 

It is at this point that the CES comes into play, whose objective is to measure how much work your client has to solve a problem, clear up their doubts or get in touch with their university. The longer he takes to perform an action or get a response from his university, the greater his dissatisfaction with the service provided by the educational institution tends to be. 

With the Customer Effort Score, your university can identify whether its processes are streamlined and what needs to be improved to streamline student service more efficiently. 

Customer Satisfaction Score (CSAT)

In summary, the purpose of the Customer Satisfaction Score (CSAT) is to assess student satisfaction regarding the services provided by their university, from the campus to activities within the classroom and even the course offered. . 

Unlike NPS, which focuses on loyalty, and the CES metric, which focuses on user effort, CSAT captures student feedback about its services. Through this metric, it is possible to identify whether your institution has been doing a good job from the student's point of view. 

Finally, based on the data from these assessments, your marketing team can identify which points to improve and create more assertive retention and capture strategies. With the metrics listed above, you can get to know the student's view of your educational institution. 

After all, what has been the perspective of students regarding your university? Is your educational institution seen as a college that listens to them and solves their problems with ease, or as an institution that is difficult to reach and whose students have difficulty getting in touch? 

With the answers in hand, it's time to rethink your tactics and use artificial intelligence in your favor to streamline processes and optimize the customer experience. And since we are talking about educational marketing strategies, Mkt4Edu is a reference in the matter. 

We are the largest educational marketing agency in Brazil, Mexico and the United States, and also Hubspot's largest partner worldwide. Want to know more about us? Visit our website and find out how we can help change your student enrollment results!

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Tecnologias que usamos

The world changes all the time and technology is no different! Here at Mkt4Edu, technology is in our DNA, we work with many different softwares to make the whole process of automation and artificial intelligence work more efficiently and achieve more results.

Here, new softwares are tested all the time. Modern tools and new functionalities are tested all the time, there were already more than 200 tests so you can have the best result in your institution.

From customer acquisition to retention: Mkt4edu can make the difference in your marketing operation.


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