The traditional higher education business model is under pressure, and institutions of all types are focusing on reducing costs, improving outcomes, and strengthening the value proposition offered to students. Amidst this ever-changing landscape, what do students really care about? What services do they value the most during their time from a potential admit to a graduate, and which of their needs are not being met? Parthenon Partner Chris Ross set out to gather a wide range of perspectives on how institutions can continue to improve the overall student experience, surveying students and interviewing university administrators from a cross-section of student service areas. His findings are published here in this new Parthenon Perspectives report, "How Can Improved College Services Better Retain Students?" A key pain point identified by both students and administrators is the financial aid process. This report focuses on the financial aid process as an example of how institution can leverage external partners to improve service to students.