Abstract: Student experience or, in a more sensible terminology, ‘customer satisfaction’ is a current issue in higher education leadership. This paper discusses how academic leaders can deal with and develop positive experiences among students as providers of a key source of revenue. The paper proposes some strategic recommendations to guide the management process of enhancing student experience and satisfaction. Adopting an effective strategic planning philosophy and implementing competitive strategies to enhance student experience could increase the competitiveness of academic institutions and have the potential to sustain an important source of revenue. But different academic institutions may require different strategies, since each academic institution has its own circumstances and conditions. Therefore, this paper attempts to answer the question of how to manage the challenge of improving student experience and satisfaction.