If your institution is still in the mindset of refusing to think of and treat your students as customers, then I’ll wager your retention rate could definitely stand improvement.

In their book Rules to Break and Laws to Follow, authors Don Peppers and Martha Rogers observe that customers have good memories. They add, “Customer trust can be destroyed at once by a major service problem, or it can be undermined, one day at a time, with a thousand small demonstrations of incompetence.”

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When Shakespeare wrote about all the world being a stage and all of us mere players upon it, I think he was on to something. When we talk about customer service and enhancing the teaching and learning experience, I think emphasis needs to be placed on that last word. It all boils down to the experience.

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