Public confidence in higher education is declining. Even students, most of whom say they’re getting a quality education, question the value of a degree with respect to affordability. Such doubts increase higher education’s vulnerability to the threats it’s currently facing. All this evokes the long-running debate over whether higher education can be viewed as a public good. And when revisiting that debate, it’s instructive to know what students expect from their college or university—specifically, whether they consider themselves not just students but also customers.

In Inside Higher Ed’s first-ever Survey of College and University Student Success Administrators, released last fall, 71 percent of administrators said that undergraduates at their institution consider themselves customers (most of these administrators also agreed that parents of students consider themselves customers).

But what do undergraduates themselves say? According to a new analysis of IHE’s annual Student Voice survey with Generation Lab, nearly the same share of students—65 percent—consider themselves customers of their institution in some capacity, defined in the survey as expecting to have their needs met and be empathized with because they are paying tuition and fees.

Some 41 percent of the survey’s 5,025 two- and four-year student respondents say they see themselves as customers both in their classes and across campus. Another 13 percent consider themselves customers only in their classes, while 11 percent view themselves as customers only outside of class, when interacting with staff and administrators across campus.

How satisfied are students as customers of their institution? When those who do not identify as customers (n=1,744) are asked to wear that hat for a moment, nearly half (45 percent) say they’re somewhat satisfied with their institution. Another quarter (23 percent) are very satisfied. The rest are neither satisfied nor unsatisfied (19 percent), somewhat unsatisfied (9 percent), or very unsatisfied (3 percent).

What about students who do identify as customers (n=3,280)? The satisfaction numbers are very similar, but this group is slightly less likely to have high satisfaction; 45 percent, the plurality, are somewhat satisfied with their institution and an additional 18 percent are very satisfied. Twenty percent are neither satisfied nor unsatisfied, some 13 percent are somewhat unsatisfied and very few (4 percent) are very unsatisfied.

The results are relatively consistent across sector and a swath of student characteristics. However, two-year college students are less likely than four-year college students to say they consider themselves customers both in classes and when interacting with staff and administrators outside of class, at 35 percent versus 43 percent, respectively.

The higher-education-as-public-good debate typically centers on whether higher education meets the common criteria for a public good: nonexcludability, meaning it’s accessible to everyone, and nonrivalry, meaning one person’s use of the good the doesn’t limit others’ ability to use it.

In this sense, counting students as customers of higher education hurts the public good argument: How can one be a customer of a public good? And concerns about a creeping customer service dynamic in higher education have long worried scholars, including the authors of a 2010 paper in the International Journal for Educational Integrity arguing that a facile customer service model of higher education undermines the instructor-learner relationship by reducing it to transactional, vendor-vendee connection—one in which the institution meets the student’s expressed needs in exchange for payment. (Think grade inflation and more.) The name of that paper kind of says it all: “The Customer Isn’t Always Right: Limitations of ‘Customer Service’ Approaches to Education, or Why Higher Ed Is Not Burger King.”

But is thinking of students as customers—and students thinking of themselves as customers—a universally bad thing?

Luke Hobson, an instructional design leader and online lecturer with his own education podcast and blog, actually encouraged institutions to think of students as customers last year, citing these five reasons:

• Focus on quality
• Responsiveness to needs
• Enhanced accountability
• Market competitiveness
• Feedback loop for continuous improvements

Summing up all these points, Hobson wrote in a blog post that the “most significant factor” here was to “emphasize caring. A business cares about their customers. Without them, they can’t survive.” Moreover, he said, “The greatest educators I can think of share this trait in that they cared. They were passionate. They were there for the students and to see them succeed. They could all have different styles of teaching, but at the end of the day, they served their students. It’s this mentality that will keep students engaged in the learning environment.” Indeed, existing research links instructor caring to student trust and sense of belonging, both of which are associated with student success. Quality nonclassroom student support services also promote student success.

Hobson also wrote that it’s “crucial to maintain a balance. Education is not a typical consumer good, and the primary goal of a university should be to educate and foster intellectual development, not just to satisfy customer demands. Students are coming to learn because they don’t have all the answers. They want to get better and they are seeking the expertise from the institution. The focus should be on helping them to reach their goals.”

‘Polarizing’ Idea

A year later, Hobson recalls that post being his most polarizing ever, based on the feedback he got (some loved it, others hated it). But while he acknowledges the concerns of his peers—that, for example, a customer-focused model could hurt student autonomy by shifting the responsibility for learning onto institutions—his own views haven’t changed.

Reviewing the Student Voice data, Hobson imagines that students who describe themselves as customers believe they’re “paying for the ultimate learning experience,” defined by a “comprehensive blend of academic rigor, personalized support and opportunities for professional and personal growth.”

In this light, students expect “the best the university has to offer, including engaging faculty interactions, meaningful assignments, timely feedback and an overall environment that fosters intellectual and practical development,” he continues. They also “anticipate that this education will serve as a pathway to their future goals and aspirations. The effort they invest in their learning, they hope, will directly correlate to the outcomes they receive,” in the form of knowledge, skills or career opportunities.

This model has parallel benefits for institutions, Hobson adds, in that it encourages a focus on quality, including in online education; responsiveness to student feedback and a general feedback loop for continuous improvements to the learning environment; accountability for delivering “value for tuition and aligning institutional actions with expectations for academic rigor and integrity”; and market competitiveness by virtue of providing exceptional experiences.

Jhenai W. Chandler, vice president for research and policy at NASPA-Student Affairs Administrators in Higher Education, who also reviewed the Student Voice data, says she understands the impulse to think about students as customers or even clients. And she’s recently been on the student side of this conversation, helping two people close to her choose a college based on their very different needs and wants: Chandler’s own mother returned to community college to advance specific career goals, while her high school daughter is exploring colleges based on their ability to deliver a well-rounded education both in and outside the classroom.

Still, Chandler worries that framing the student as customer can sometimes reinforce “harmful misconceptions about the nature of higher education, particularly in a time when our field is under political scrutiny.”

Instead of using terms such as “client” or “customer,” “we need to focus on a more meaningful conversation about the value we provide and the outcomes we generate for students and society,” she says. Higher education’s value is “rooted in evidence that shows how students’ lives and communities improve after degree completion, whether it’s an associate, bachelor’s or graduate degree. We have a responsibility to communicate this impact effectively—through data, outcomes and success stories—to students, parents, industry leaders and policymakers.”

Chandler adds this: “Language and terminology can often be our worst enemies in this conversation, as the terms we use are not always understood outside of the academic world. We need to be intentional about the way we communicate, especially as we navigate misconceptions about what students expect from us.”

What do you think students who view themselves as customers—in classes or of their institution as a whole—expect from professors and/or administrators or staff across campus? Are the expectations typically reasonable ones? Tell us about it.