Prospective international students are receiving significantly better service from universities worldwide, according to the newly released results of the 2025 Enquiry Experience Tracker (EET) – an annual mystery shopping study by Edified in partnership with UniQuest.
The global study of 103 universities and colleges found that negative enquiry experiences have fallen from 33% in 2022 to just 18% in 2025, while excellent responses have nearly doubled, from one-third to 58%. Researchers say the shift reflects how intense international competition is driving institutions to sharpen their first interactions with students.
This year’s average global score climbed to 61 out of 100 — the highest in four years and 10% better than 2024. Australian and New Zealand institutions led the way, with 86% performing above the global average. Alberta in Canada and Wales in the UK were also identified as standout regions.
Australia leads the pack
Australian providers stood out as the most proactive globally. Four in five institutions included bonus information in their enquiry responses, and 90% guided students toward clear next steps.
James Cook University (JCU) was the top performer this year and named the 2025 global student favourite, after systematically using EET insights over the past three years to strengthen its enquiry handling and student engagement.
Sharni Cantatore, Team Leader for International Enquiries & Conversions at JCU, said “James Cook University is committed to ensuring that every student’s journey begins with clarity, care and confidence. Over the past three years, our international team has leveraged insights from the Enquiry Tracker to enhance the quality of support provided to prospective international students. We’re proud to be recognised for delivering excellence on a global scale.”
WhatsApp proves a winner
For the first time, WhatsApp was included as an enquiry channel. About one-third of institutions globally — and half of those in the UK — now use the platform. Mystery shoppers rated WhatsApp as the most reliable and satisfying channel, with 80% of enquiries answered within two hours. Students were almost twice as likely to re-engage after a WhatsApp enquiry compared to email.
Elissa Newall, Senior Partner at Edified and EET Project Director, said, “In just four years, we’ve seen negative experiences halve and a real push towards excellence. Students are the ultimate winners, getting warmer, more personal and more helpful guidance at a critical stage in their journey.”
Beyond speed — the importance of warmth
While speed matters, the report shows that responsiveness alone doesn’t guarantee satisfaction. Warm, personalised responses increased the likelihood of a student continuing engagement by seven times compared to quick but impersonal replies.
Jennifer Parsons, Chief Market and Partnerships Officer at UniQuest, noted the significance of the findings, saying, “It’s no surprise WhatsApp rates so highly. Students are getting quick, personal responses on a platform they use every day. Our data shows it’s a channel that converts really well. Students come back again and again to continue the conversation as they move closer to enrolment.”
A sign of the times
As competition for international students intensifies, enquiry handling is becoming a critical differentiator. With more institutions investing in personalisation and responsiveness, the EET suggests that universities ignoring this area may struggle to keep up.
A copy of the 2025 Enquiry Experience Tracker global report is available here.
