Why Student Experience is Key for University Leaders

A decline in both domestic and international students enrolling in higher education, and growing concerns about the quality of student experience, are closely connected issues that have major impacts for the future of higher education in the UK. Why is student experience so important for the success of universities? And what has the market been telling us?

Student experience has strategic importance; it influences the institution's reputation, financial stability, and future sustainability and therefore it is a key priority for university leadership. Fewer students mean reduced income for universities, which often rely on tuition fees as a significant source of funding. This financial strain leads to cuts in staff, resources, and services, directly impacting the quality of education and support that students receive. Due to this pressure to maintain a high-quality student experience – a factor that is crucial for attracting and retaining students – we, as a search firm, have seen an increase in our Higher Education clients seeking academic leaders who are experienced in, and understand the importance of, delivering a high-quality student experience.  

Why are student numbers declining?

Although reasons for this decline are multifaceted, we have noted two key factors. Firstly, the rising cost of living and the perception of higher education as an expensive investment with uncertain returns. As noted in the Advance HE and HEPI Student Academic Experience Survey 2024, “the cost of living was the single most significant concern” regarding the negative perception of value for money in attending university, particularly for international students and those from UK global majority backgrounds. With an increased cost of living, coupled with high tuition fees, more students are questioning the value of attending university, especially when alternative pathways, such as apprenticeships or direct entry into the workforce, are available.

Secondly, the changes in visa regulations and continuing impact of Brexit have generally made the UK a less attractive destination for international students. Students are now actively choosing to attend universities in other countries where the cost of education and living are lower and the attitude to international students is more welcoming.

Why is student experience so important?

Student experience encompasses every aspect of university life, from academic success and character development to social interaction and preparing for life after graduation. These factors reflect how students feel about their time at university – whether they felt supported, engaged, and valued. University is more than just earning a degree; a positive student experience contributes to the holistic development of people, helping them build confidence, resilience, and a sense of self and belonging.

Through recruiting senior leaders for a range of HEIs, we’ve been able to pinpoint some practical ways that they have centred student experience. Professor Damien Page, Deputy Vice-Chancellor at Buckinghamshire New University (BNU), which ranks 1st in the South East and 8th in the UK for Student Satisfaction in the Complete University Guide 2025, shared his view about the heightened focus around student experience:

“Universities with a widening participation agenda have always focused on student experience, but there has been a shift in focus from research intensive universities in the last decade. Students know they are paying a lot of money and they want more and are demanding a good experience.

“University leaders need to work really closely with student unions. BNU’s Student Union has been one of the top in the country for years – I work really closely with them to focus on the whole student experience. For example, BNU’s Student Union champions ‘The Big Deal’ which provides free access to cultural events and activities, demonstrating that student experience is not just want happens in the classroom but is about wider cultural experiences.

For those who are applying for student experience leadership roles, we have seen that the successful applications are those which demonstrate the candidate’s own strategic vision, describing what they would bring to the role and what they would prioritise as a student experience leader. For example, outlining their awareness of relevant student experience surveys; demonstrating an awareness of the data and metrics needed to effectively track the student journey; and providing examples of specific actions to be taken to directly improve the underperforming areas.

Whilst the Advance HE and HEPI Student Academic Experience Survey 2024 highlights “an increasingly positive academic experience for undergraduates studying in the UK”, a positive student experience remains more important than ever. What constitutes a good student experience will vary between institutions, and each individual student within an institution naturally has some distinctive requirements for their own university experience.

From working with university leaders, we’ve learned that strategic leadership in response to student feedback, such as employing leaders who thoroughly analyse student experience data and metrics, and who meaningfully problem-solve weaker areas, makes a big difference to enhancing students’ experience at university. However, it is important not to rely solely on the NSS and other formal mechanisms. Professor Page explained how he sets asides time each week to walk around campus and talk to students: “you need to make yourself available, you have to get out there and hear from students randomly”. Further, student experience and education-focused staff must not work in a silo. As noted by Professor Page, “Student experience needs to be seen holistically, from the moment students come onto campus and through all interactions with all staff, there needs to be organisational alignment that student experience is everyone’s business.”