Auxiliary services don’t teach students, but they shape the spaces where students engage, connect, and grow. For Jackson Mathews, AVP of Auxiliary Services at William & Mary, that responsibility starts with a deceptively simple idea: meet students where they are.

Jackson joins Brendan Evje to discuss the biggest opportunity he sees for improving the student experience right now, how his team thinks about reaching a diverse and evolving student population, and the ongoing challenge of staying connected to students without overwhelming them with communication.

Jackson’s takeaway = Customer service in auxiliary services isn’t a program or a platform — it’s a posture. Continuously learning who your students are, how they live, and how they want to engage with your spaces is what separates programs that serve students from programs that truly support them.