There is no doubt in my mind that the Student IS the customer. That said, that student is now a more informed and demanding customer. With more options for learners emerging every day the student has more choices for their learning. With more choices, students become more demanding. As learning get more flexible (asynchronous learning) and personalized, todays student expectation for flexible and personalized learning increases. The question stands, however: “Is the Customer always right†As a former Hospitality professional, and a current Hospitality educator and administrator the answer to that is “Noâ€. In order for our product to be of value we need to maintain standards. We set these standards as does our accreditation body. We can create personalized and flexible learning experiences but after we do so we need enforce the standards that we set. So if a student feels the policy on submitting late work or need cite sources properly, than no that student is not “rightâ€. In order to meet (or exceed!) customer satisfaction we need be sure that students have a realistic expectations. These expectations are formed in the enrollment, orientation, and in the first class or two.
So, “yes†the student is the customer. “Noâ€, the student is not always right. We need to set expectations and adhere to policies so students develop a realistic perception of what the school can and cannot do…and, just as importantly, what the is expected of them.
