Five Frustrations: Lessons for Higher Ed After An Awful Car Rental Experience

…So you may be asking why a story about a rental car company is in an academic journal. Last week, I reserved a car and the series of events and exchanges reminded me of some of the same issues students face when interacting with their colleges and universities. As a former VP for Enrollment Management, I am keenly aware of the institutional goal to create a lifetime of loyalty: from prospect to student to alumni. The impact of the poor use of technology throughout a lifetime of engagements can severely damage this loyalty. What follows is a comparison of my experience with Enterprise to a student’s experience with an institution.

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