An education counsellor’s insights into building a global practice

The international education sector looks very different today than it did a decade ago, with new markets, new tools, and student expectations that have shifted considerably. Christel Rose So-Chantoiseau of RSS Outbound Consultancy has kept pace, transforming her family’s Philippines-based consultancy into a cross-border practice spanning eight countries, from Australia to Saudi Arabia, and from Thailand to French Polynesia. More recently, she has extended her practice to the Caribbean through Right StudyPath Educational Consultancy Services.

A multi-graduate of ICEF Academy, this second-generation education counsellor shares a closer look into the realities of the role, the challenges that often go unspoken, and why continuous professional development remains central to the way she works.

What inspired you to become an education agent, and how did you get started in the industry?

I grew up connected to the industry. My mother started her education consultancy in the 90s, helping Filipino and Indian students gain admission to international boarding schools in the UK. She also organised summer exchange programmes to Canada. 

Back then, everything was done offline. I still remember the large world map in her office, the programme brochures arriving by courier, and my mother travelling frequently to meet partners in person. 

I saw firsthand how much students and their families were counting on someone they could trust to guide them through the study abroad journey, and that never really left me. So, when it came to what I would do with my own career, it never felt like a big decision. 

After completing my degree in Hotel and Restaurant Management with a major in Travel and Tourism, I introduced a new service that connected fresh hospitality graduates in the Philippines with apprenticeship opportunities in Australia. Alongside this, I became more involved in the day-to-day student recruitment and visa assistance services.

At around the same time, I started taking online courses through PIER, which is now a part of ICEF Academy. The industry was changing quickly, and I felt it was important to keep developing professionally, to ensure the work I was doing was grounded in current knowledge.

What does a typical day look like for you in your current role? 

I love working in this industry because it lets me stay connected with institutions, clients, and my team from anywhere in the world. I have grown what my mother started into an online education business spanning eight countries, most recently adding the Turks and Caicos Islands. Each destination has shaped my perspective and strengthened my passion for what I do. 

On any given day, I could be navigating different time zones, managing communications, hosting webinars, or guiding a client through their pre-departure preparation. It is a role that keeps me on my toes, but it is an environment in which I thrive.

For me, this has never been “just” a job. I grew up watching what it means to do it well, and the passion to guide students towards great opportunities and make a lasting impact is something I carry with me every day.

“From choosing the right school to navigating admissions and visas, students need to know that you are genuinely looking out for them, not just moving them through a process.”

What are your top tips for building and maintaining strong relationships with both students and institutions?

So much of building and nurturing relationships comes down to integrity, respect, and shared decision-making. 

From choosing the right school to navigating admissions and visas, students need to know that you are genuinely looking out for them, not just moving them through a process. Being honest with them means taking the time to understand their goals, helping them prepare for challenges, and celebrating their successes along the way. Shared, respectful decision-making ensures that together, we can create a plan that they feel confident in and are committed to.

I follow a similar approach with partner institutions. One thing that I have learned from working with people from diverse backgrounds is that avoiding blame and focusing on teamwork almost always leads to better outcomes for everyone involved.

When built on a clear view of the student’s academic journey and future success, relationships tend to be smoother and longer lasting. 

What are the main considerations students and parents have when choosing an international study destination today?

Considerations vary from family to family. Some families feel much more comfortable knowing that there is a trusted relative or family friend in the destination country, someone who can be there for their child during the first year of adjustment. 

That kind of support gives everyone peace of mind and allows the student to settle in slowly before finding their footing as an independent international student.

Other families take a different approach and actively encourage their children to take a leap and choose a destination on their own. In this case, families prefer student residences or on-campus accommodation, where safety, community, and support structures are already in place. 

Since studying abroad is a significant financial commitment, families look beyond academic credentials, too. They want to know that the institution offers excellent facilities, a vibrant social environment, and opportunities for their child to grow as a person, not just as a student.

What most families share is the same underlying hope – that their child becomes more confident and independent, and is ready for global opportunities.

How have student preferences and expectations changed in recent years, and how have you adapted to these shifts?

Students today have instant access to information through tools like ChatGPT, and sometimes this makes them question the value of working with an education agent. They come in expecting quick answers and, if an email goes unanswered for too long, they follow up on WhatsApp without a second thought. 

I have learned to embrace this shift with resilience and adaptability. Instead of rushing, I set clear timelines and due dates, allowing students to organise their questions and set their expectations before our meetings. I offer flexibility in communication, providing consultations both online and face-to-face, so they can get the guidance they need in a format that works for them. So, even if my responses aren’t always instant, they are considered, accurate, and tailored to the student in front of me.

Ultimately, being an education agent in this digital era is not about competing with technology, but about adding value through human insight, personalised guidance, and a deeper level of understanding; things that no automated tool can provide.

What are some of the biggest challenges you currently face in your role, and how do you navigate them?

One of the biggest challenges is that, even though the digital world is becoming more aggressive in promoting the idea that “everything can be solved with AI tools,” many students and parents still lack real awareness and proper preparation when it comes to studying abroad.

Families often approach it in a fashion similar to applying for a tourist visa, or assume that an offer letter means the visa is basically guaranteed. As education consultants, we know that’s far from the reality. Proper preparation, strong documentation, and the right guidance are critical at every stage.

After moving to the Turks and Caicos Islands, I identified a different but equally pressing issue. Students here typically complete their education at around 16, leaving them with very limited options — boarding schools that are often unaffordable, a local community college with limited programmes, or entering the workforce early. With eight secondary schools and just one community college serving the islands, the lack of resources significantly limits their opportunities.

This inspired me to start The Island Scholars Programme TCI, a non-profit co-founded with a partner who shares the same vision. Through seminars, workshops, open days, and awareness campaigns, the programme connects local students with study abroad opportunities and additional academic pathways they might not otherwise have known existed. 

Whether in Southeast Asia or the Caribbean, the core challenge remains the same: bridging the gap between aspiration and informed decision-making.

How has undertaking professional development influenced your career and the way you work?

Much of what I initially knew about the international education sector came from growing up in the industry and learning on the job. Undertaking professional development through ICEF Academy gave my experience structure and strengthened my professionalism when working with students and their families.

What stood out to me was the depth of the courses. They offer insights into countries, cultures, education systems, visa processes, and other essential areas that cannot easily be found in one place online. This knowledge makes a big difference when sitting across from a family trying to make one of the biggest decisions of their lives.

ICEF Academy courses also sharpened my sense of responsibility around communication. A counsellor’s duty of care toward a student begins from the very first conversation and continues through to graduation. 

The courses helped me think more critically about how to communicate clearly and offer personalised support at every stage of that journey, so that students and their families stay well-informed and confident in their decisions.

Why do you think it’s important for education agents to continue developing their skills and knowledge?

The world of international education is constantly evolving. Recruitment trends change, global events can affect study abroad opportunities, and each country’s education system has its own unique requirements and nuances. If you’re not actively keeping up, you risk giving students outdated guidance, and that’s a disservice to them.

There’s also the problem-solving side of it. As education agents, we cannot simply say “no” when challenges arise. Each student and family has unique needs, goals, and circumstances, and it is our role to find the best solutions tailored to them. Continuous learning and a problem-solving mindset go hand in hand and, together, they are what allow us to truly support students in achieving their academic and career aspirations.

What advice would you give to someone just starting out in the international education industry?

Being an education consultant is a career built on human relationships. It’s for those who love problem solving, who don’t mind working while catching a flight, balancing family time, or working on weekends to make a difference. It is a great profession if you value adventure, global connections, and helping others succeed.

The most fulfilling part of this journey is seeing students achieve what they once only dreamed of – holding their diploma, stepping into their chosen career, and realising the future they worked so hard for. Every challenge, every late-night call, every personalised guidance session is worth it when you witness the impact on their lives.