An experiment of measuring customers’ satisfaction with university services

The university as an educational organization tries to satisfy students’, employees’, partners’, and other interested parties’ needs. One of the tools for assessing the effectiveness of this activity is the “voice of the customer” approach. This article presents the experiment of using this technology in the Russian Presidential Academy of National Economy and Public Administration. Our purpose is to analyze the results of studying the “voice of the customer” within the university, to show the capabilities, limitations, and possibilities of using this toolkit when developing the educational institution’s activities. The main research method is a sociological survey of various internal and external university customers. Descriptive methods are also used to analyze the survey results. Our study shows the applicability of the “voice of the customer” technology for improving the quality and effectiveness of the university’s core activities. If used systematically, this approach promises to become a tool for assessing and developing various spheres of the university’s functioning.