By Iván Villaescusa Silva, Vice President of Global Accounts and Multilingual at Atento, and Guillermo Pérez Morales, Director of Business Development and Digital Solutions at Atento EMEA
The education sector is undergoing a profound transformation. Beyond technological advances and the evolution of pedagogical models, a decisive factor is emerging that is redefining the bond between institutions and students: the student experience.
At Atento, we believe that one of the most potent components of this experience is building active communities and collaborative environments. Spaces such as forums, mixed working groups, or events, both face-to-face and virtual, enable students, faculty, alumni, and industry professionals to connect in networks of knowledge exchange and mutual support. This community dimension not only enriches learning with diverse, real-world perspectives but also strengthens the sense of belonging, increases motivation, and significantly reduces the risk of dropout. Because even in digital environments, human connection remains the foundation upon which truly effective educational journeys are built.
Redesigning the Bond Between Students and Institutions
Today, students are not just learners: they are users of educational services with clear expectations: immediacy, personalized attention, efficient digital channels, and, above all, the desire to feel heard. Customer logic has arrived in education, and it’s time for institutions to adopt it.
At Atento, we have supported leading organizations across industries in transforming customer relationships for over 25 years. Now, it is clear that the same principles must apply to the educational ecosystem. The difference is that in this sector, every touchpoint, from exploring a degree program to applying for financial aid or managing academic records, directly influences student perception, engagement, and retention.
Consider the journey of a prospective student, from their first click on the institutional website to the moment they decide to enroll. Every interaction – digital or human – must convey trust, closeness, and personalization. That’s why, at Atento, we implement omnichannel strategies powered by generative artificial intelligence. Tools like intelligent virtual assistants analyze a candidate’s profile, suggest the most suitable programs, and highlight competitive advantages compared to other institutions. Additionally, conversion propensity models enable admissions teams to focus their efforts on leads with the highest likelihood of enrollment, improving efficiency and reducing response times.
Once the relationship begins, 24/7 virtual assistants handle frequently asked questions, allowing human advisors to dedicate their time to cases requiring empathy and personalized guidance. This approach is supported by dynamic knowledge bases that can synthesize regulations, academic content, and success stories to deliver accurate, contextualized answers in real-time.
But the experience doesn’t stop recruitment. It continues at every stage of the student journey. In one remarkable case, an extensive network of universities faced an overwhelming surge in student service requests during the pandemic. Within weeks, we designed and implemented an end-to-end solution based on a multichannel hub that combined specialized agents with intelligent automation. The results were striking: response times were reduced by 60%, student satisfaction rose significantly, and the institution’s reputation was strengthened.
Building Student Loyalty: The Silent Challenge
In education, student retention is increasingly a critical challenge. Dropouts driven by a lack of motivation, feelings of disconnection from the academic community, or the absence of personalized support and meaningful experiences all influence a student’s decision to continue their studies.
Understanding these factors is essential to developing effective retention strategies. At Atento, we deploy predictive models that analyze academic performance, communication patterns, and AI-generated insights to identify students at risk of dropping out. This allows us to trigger personalized outreach, tutoring, or preventive interventions. We also utilize sentiment analytics to identify early signs of demotivation or stress, allowing institutions to provide emotional support services, such as academic coaching or mindfulness sessions, all seamlessly integrated into a single platform.
A Comprehensive Proposal for Education
At Atento, we offer the education sector a truly comprehensive solution that combines:
- Omnichannel and specialized contact center to attract and guide prospective students
- AI virtual assistants and generative knowledge bases to answer frequently asked questions and provide accurate, contextualized information in real time
- Conversion propensity models and personalized recommendations to focus acquisition efforts on leads with the highest probability of enrollment
- Advanced and predictive analytics to anticipate needs nd identify students at risk of dropping out, activating personalized support plans
- Community management and engagement to foster a sense of belonging and collaborative learning
- Dropout risk models and proactive communication strategies to detect signs of disengagement and design tailored interventions
- Student well-being systems equipped with sentiment monitoring to identify early warning signals of demotivation or stress
This combination of robust operations, cutting-edge technology, and a consultative CX approach empowers institutions to engage and retain students more effectively, guide them throughout their academic journeys, and build relationships that extend far beyond the classroom.
Because at the end of the day, educating also means knowing how to listen.
