The purpose of this research is to analyze customer experience and its feedback on knowledge management within the framework of the intellectual capital school of thought, and its implications for improving organizational performance in the Islamic Azad University. In terms of purpose, this research is applied, and in terms of implementation, it is mixed-methods (qualitative-quantitative), with a descriptive-analytical nature. The statistical population in the qualitative section comprises 16 professors and experts in the fields of higher education and knowledge management at the Islamic Azad University, selected through purposive and snowball sampling methods; the quantitative population consists of 384 students of the Islamic Azad University, Tehran Province. Data collection instruments included semi-structured interviews and questionnaires. For data analysis, Colaizzi’s descriptive phenomenological method and MAXQDA software were used in the qualitative section, while PLS was employed in the quantitative section. The results indicate that Generation X prefers traditional and face-to-face methods, Generation Y is more adaptable to blended methods, and Generation Z pays more attention to technology and online education. The feedback analysis revealed that customer experience plays a key role in improving knowledge management processes and developing the organization’s intellectual capital, which directly enhances the university’s organizational performance. The findings emphasize the necessity of designing flexible curricula tailored to the characteristics of each generation, and leveraging customer experience to improve knowledge management and organizational performance.