MODELS OF CUSTOMER INTERACTION IN EDUCATIONAL INSTITUTIONS: FROM FEEDBACK TO SCENARIO FORECASTING

The study is dedicated to the transformation of customer interaction models in educational institutions in the context of growing uncertainty and dynamics in the educational services market. The article conducts a critical analysis of the limitations of traditional feedback systems, including their reactivity, data fragmentation, and weak integration with strategic management. The necessity of transitioning to predictive-oriented models that synthesize operational monitoring of interactions with scenario forecasting methodologies is justified. A concept for an integrated system is proposed, based on a continuous data flow, algorithms for detecting early signals of change, and generating alternative scenarios for developing relationships with key stakeholders (prospective students, learners, employers). Organizational and economic barriers to implementation are identified, such as resistance from academic staff, ethical risks in data processing, and the need for investments in IT infrastructure and analytical competencies. Strategic effects for educational organizations are determined, including increased student retention, optimized recruitment costs, growth in reputational capital, and adaptability of programs. The concluding emphasis is placed on the conditions for achieving these effects — developing a customer-oriented culture and integrating the model into strategic planning. Future prospects are linked to the personalization of educational pathways and manag ement based on predictive insights.