Customer service in universities is a fundamental aspect of providing quality educational services, especially in the realm of higher education, which contributes daily to the formation of individuals who are committed to and adhere to the principles of good professional practices reflecting the values of their institution. In this context, and within this framework of belonging and institutional representation, the purpose of this study was to design an improvement plan to optimize the quality of customer service at a university in Panama. This was mediated by a descriptive, qualitative method under the positivist paradigm with a cross-sectional, non-experimental design. This research project was based on the techniques of observation and surveys applied to a stratified sample of 347 students. On one hand, the statistical analysis employed was conducted using SPSS software to ensure data rigor, while on the other, Excel spreadsheets were used to create tables and graphs that facilitated the appropriate visualization of the data and helped interpret the results. As a result of this study, three weaknesses in the service offered by the university were identified: complaint handling, ticket use, and communication channels. These findings provide a basis for suggesting the development of a staff training program in customer service techniques, the creation of a customer service and procedures manual, the implementation of a virtual map of the university facilities, and the improvement of communication with customers through various channels such as mobile applications and instant messaging systems, which will help facilitate this process and promote quality customer service.
