The introduction of tuition fees in 1998 has transferred more of the cost of higher education (HE) onto students and inevitably their families. As students make a greater contribution towards their education, they have increased expectations regarding the services and facilities that higher education institutions (HEIs) provide in support of their studies. The result has been a growth in the number of complaints handled by HEIs over the past few years (Baty and Wainwright 2005a) and an increasing caseload being handled by the Office of the Independent Adjudicator for Higher Education (OIA). This paper looks at how HEIs are having to respond to a growing complaints culture in the sector, as evidenced by the increasingly influential role of the OIA and by students becoming more assertive in their demands and expectations of their HE experience. These developments are impacting on how HEIs engage with their students during the application, enrollment and post-enrollment processes. The paper concludes by briefly examining the anticipated impact of top-up fees which come into effect in September 2006.