As a nursing instructor working with students and understanding that they are the customers has evolved over time. Today, it's important do things you will want everyone to know about and refrain from doing things you don't want anyone to know about. Just as how hospitals focus on "patient first" we as educators have to focus on "student as customer first" and listen to our customers (students) concerns, as every dissatisfied student as a customer will potentially cause negative news about your organization and bring eventual damage.