Students as Customers: Online Student Services

In an age where virtually every activity is becoming digitized, it is no surprise that postsecondary institutions are offering online services to their students. The National Association for College Admission Counseling recently reported that 95% of colleges use their websites to provide detailed information about admissions, 97.5% of institutions accept online applications, and 57% of students are applying to schools online. In addition to the application process, institutions are offering services such as financial aid, advising, one-card systems, and library services in online formats. At the same time, these colleges and universities are stepping back to measure the effectiveness of these revised business processes.