You Can’t Market Your Way Out of a Bad Student Experience
This blog is part of our Better Financial Aid Model blog series. Explore how timing, operations, and compliance also impact institutional outcomes: The Domino Effect, Timing Is Everything, and The Cost of Chaos.
For today’s students, expectations have shifted. They’re digital natives, shaped by Amazon, Netflix, and on-demand everything. If your financial aid experience creates friction instead of clarity, it won’t just slow down the process—it can derail enrollment altogether. This is where A Better Student Experience becomes a competitive advantage, and a strategic necessity.
According to a recent survey by Ellucian, 87% of students report that a school’s tech savviness is important to them when applying. And yet, when these expectations meet the slow-moving reality of financial aid, institutions lose more than efficiency – they lose momentum.
As FAS CEO, Robert Heil puts it:
“You can’t market your way out of a bad student experience with financial aid. Institutions spend tens or even hundreds of thousands of dollars recruiting students—only to watch that investment unravel at the final step when delays and confusion in financial aid disrupt the student journey.”
Where Student Experience Breaks Down
Gen-Z is applying to your institution, but they’re also making one of the most significant financial decisions of their life, often without clear support or direction. The knowledge gap of the processes and impact creates anxiety, stress, and confusion during a time that should be filled with hope. But this gap also presents an opportunity for financial aid to ease concerns and build trust by offering:
- One-on-one guidance
- Clear, proactive communication
- Timely updates and information
Unfortunately, many institutions miss this opportunity. According to an Inside Higher Ed survey, 80% of students report never meeting with a financial aid administrator one-on-one. When institutions stay laser-focused on how students experience enrollment and financial aid, something powerful happens: that point of connection drives real-world conversions.
When Experience Becomes a Differentiator
A Better Student Experience is one of the four strategic pillars of the Better Enrollment Model, and it becomes a true differentiator when financial aid offices prioritize fast, accurate, and student-centric support. When students experience friction in the process, just like in any other transaction, they disengage. But when they’re given the clarity and support to make an informed decision? That’s when trust turns into loyalty.
Let’s be clear: access alone isn’t a student experience strategy.
- A self-service portal isn’t a silver bullet.
- Chatbots without real human support are just a band-aid.
- And unclear or inaccurate information, no matter how fast, doesn’t build confidence.
Experience becomes a differentiator when every interaction reinforces your commitment to student success—in policy and in practice.
What A Better Enrollment Model Looks Like
Closing the experience gap happens when you create clarity, instill confidence and reinforce connection at every step of the financial aid journey. Here’s what it looks like in practice:
- Automated Support that Feels Personalized
Offer multiple support channels such as chat, phone and in-person appointments to bridge the communication gap Gen-Z often experiences.
- Real-Time Visibility and Updates
Provide dedicated portals for students to check their financial aid status. Pair that with FAQ pages to address common questions and explain the process in plain, approachable language.
- Technology That Supports Your Team
Lean into technology that allows your team to focus on what matters most: high-touch, high-trust interactions. While they are tech-savvy, Gen-Z still values organic connections.
With these building blocks in place, your team will be positioned to deliver an experience that doesn’t just meet expectations—it strengthens yield, builds trust, and reinforces the value of your institution.
The Real ROI of an Intentional Student Experience
Implementing a student-centric financial aid model leads to measurable results. When students receive clear, fast, and personalized support, it leads to higher satisfaction, stronger Net Promoter Scores (NPS), and a more confident enrollment decision. The Better Student Experience also plays a critical role in reducing summer melt and attrition. Students are far less likely to transfer or disengage when their financial aid experience is smooth, supportive, and transparent.
Every positive interaction reinforces your brand, strengthens trust, and deepens engagement—building a loyal community that stays connected long after graduation. How do students feel during your financial aid process – and what does that say about your institution? Connect with FAS for an audit of the current student experience and uncover the friction points.
