How to retain students with customer relationship management?

School dropout is a recurring problem in Brazilian educational institutions and is often related to the lack of effective customer relationship management.

In educational institutions, the student’s experience is not limited to the quality of classes and specific training. But yes, to all the relationship and service available when performing internal procedures.

For doing this, it is necessary to have a relationship management with the client in order to map and improve the processes. Find out more below!


Many students drop out of an educational institution with excellence in the classroom, because they are unable to solve bureaucratic procedures. This can delay training and even make the study more expensive.

Thus, proper customer relationship management can greatly influence student retention. This is because it ensures procedural agility and the resolution of demands, increasing consumer satisfaction, in this case, students.

In both face-to-face and distance learning institutions, recurrent problems include:

  • Lack of process mapping;
  • Disorganization and failure to meet deadlines;
  • Non-integrated service channels;
  • Absence of a request history;
  • Difficulty in carrying out recurring procedures, such as re-enrollment, cancellation of courses, request for newsstands, etc.;
  • Discrepancy in information about processes.

These difficulties in customer service can have serious consequences for the educational institution.

After all, these failures in procedures cause school dropout and, consequently, make the school or university lose money. Not to mention that they damage the image of the institution before the market and other potential students.


To solve these and other problems in customer service, IE can adopt customer relationship management strategies. All with the aim of improving the student’s experience and the institution’s own organization.

1. Diversity of service channels

Currently, many HEIs require that most procedures be performed in person. This harms the student’s experience and increases the business’s operating costs.

A first step in improving the relationship with the student is to diversify the service channels.

In the educational sector, this means that different demands can be requested by channels, such as email, SMS, WhatsApp, chatbot, among others. This step ensures that neither the student nor the institution misses important deadlines and, at the same time, enhances the customer experience.

2. Integration of channels with information about students

Currently, customers expect a diversity of channels and excellent service, regardless of the means of communication. What demands integration between channels.

For this to happen, it is essential to develop an omnichannel strategy. Thus, customers have a standardized and quality service in different channels. Thus, it is possible to have a continuity in contact even with the change of the platform used.

In the case of IEs, the channels must contain all the information of the students so that the attendants can know the history and effectively solve the demands.

3. Personalized service

This unification between channels and student information enables a more personalized service. With this, the attendant is able to access the necessary data and make requests through the channel chosen by the student. As a result, it is possible to reduce waiting time and bureaucracy in meeting requests.

In this way, personalization in attendance makes it possible to meet the specific needs of the student in a practical and agile way.

4. History and record of interactions

To ensure excellence in service, the institution must maintain a history of interactions with the student.

For example, through the history, it is possible to verify that the student has already requested re-enrollment. Therefore, this option will be removed from the service panel. However, if the demand has not yet been met, “status tracking” can be offered.

Therefore, the application of all these strategies for customer relationship management brings a series of benefits, such as:

  • Improves student experience;
  • Makes contact more efficient;
  • Reduces mismatched and outdated information.


For these processes to be possible, it is essential that the educational institution has innovative and complete technology.

OlosChannel is an omnichannel platform from Olos Technologies and Systems that allows to integrate all these demands in a single tool. What guarantees assertiveness and excellence in service.

This technology brings together various means of communication and relies on data intelligence to identify the consumer preference channel based on the relationship history, making the approach more assertive and increasing customer satisfaction.

Learn more about OlosChannel and see how to customize the solution to the needs of your educational institution! Contact now!

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