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ARE STUDENTS CUSTOMERS?
How to define the relationship within the
university setting
By Kitty Reeves
DEFINITIONS and RELATIONSHIPS
INSTITUTION CUSTOMER
PRODUCT
STUDENT
PARENT
SOCIETY
BUSINESS
INSTRUCTORS
SERVICE
INVESTMENT
KNOWLEDGE
EDUCATION
DEGREE
COSTS
EMPLOYMENT
CUSTOMER
“The base of the word customer is actually CUSTOM? It actually is derived from the habits of people that make it a habit to make frequent visits to a store.”
Ismael D. Tabijehttp://customer-relationship-mgt.bestmanagementarticles.com/a-30035-what-is-a-customer.aspx
DID YOU KNOW?
We are in the business of educating students…
DEFINE CUSTOMER
ACCORDING TO GOOGLE:◦ Someone who pays for goods or services
◦ Buyer or user of a paid product
◦ The person or group that is the direct beneficiary of a product or service
ACCORDING TO WIKIPEDIA:◦ Refers to a current or potential buyer
◦ User of the products of an individual or organization
◦ By extension, includes anyone who uses or experiences the services of another
◦ A viewer of the product or service that is being sold despite deciding to not buy them
ACCORDING TO YOU???
SERVICE PROVIDER
Are you a CUSTOMER?◦Lawn Service◦Store◦Workout Facility◦Police Officer◦Doctor◦Lawyer
Keep in mind…
What service are they providing?AND
Definition of relationship
WHAT IS…???
PRODUCT (goal?)• Merchandise• Commodities
offered for sale• An artifact that has
been created by someone or some process• A consequence of
someone's efforts or of a particular set of circumstances
BUYER• A buyer is any person
who contracts to acquire an asset in return for some form of consideration• An individual who
purchases; a purchaser• The agent who decides
what will be produced and the criteria (standards and targets) for judging performance
According to Google Define
Is the student a product? Is the student a buyer?
INVESTMENT
The purchase of an item of value with an expectation of
a favorable future
CUSTOMER OPTIONS
What if your product is a defective?
RE-CALLS
COMPLAINTS
RETURNSREVOKED
DIPLOMA received 1982
QUOTES ON EDUCATION
The mind is not a vessel that needs filling but wood that needs igniting. Plutarch
The whole purpose of education is to turn mirrors into windows. Sydney J. Harris, journalist
According to this conception, the sole function of education was to open the way to thinking and knowing, and the school, as the outstanding organ for the people's education, must serve that end exclusively. Albert Einstein
An education isn't how much you
have committed to memory, or
even how much you know. It's being able to differentiate
between what you do know and what
you don't.Anatole France
You can lead a boy to college, but you cannot make him to think. Elbert Hubbard
I teach students,
not subjects. Elizabeth B.
Moje
QUOTES ON EDUCATION
WASHINGTON, March 10 (UPI) -- Post-secondary education is no longer a luxury, it's a necessity in a 21st century business environment, U.S. President Barack Obama said Tuesday.
"Never has a college degree been more important. Never has it been more expensive," Obama said during a speech before the Hispanic Chamber of Commerce in Washington.
http://www.upi.com/Top_News/2009/03/10/Obama-Post-secondary-education-necessary/UPI-20011236718384/
ARE STUDENTS CUSTOMERS?
YES - In some circles, the case is made that students should be treated like customers, in fact given better service – that we should pay more attention to their satisfaction.
NO - Others feel that calling students customers is inappropriate for instance because to do so devalues the student role by reducing it to a quasi-commercial one, or overemphasizes students’ right to have their wants satisfied, undermining the responsibilities involved in studying.
http://blogs.edgehill.ac.uk/next_to_the_circle/2007/03/11/are-students-customers/
Are students customers? March 11, 2007Posted by Roy Bayfield in: Edge Hill, Marketing, trackback
ARE STUDENTS CUSTOMERS?
NO - “I find considering students as customers lamentable because it fundamentally debases the relationship between student and teacher”
YES - “I agree that in one sense students are customers, for if no students came to the University, there would be no need for faculty”
– Virginia Gray of the University of Minnesotahttp://www1.umn.edu/urelate/kiosk/11.95text/fcc.html
SORT OF – “How can schools develop the best relationships with their students? Think of them as customers to be managed – for a very long time.”
– David Bejou
ARE STUDENTS CUSTOMERS?
YES - “Students are customers… they are buying an educational experience, because it sure ain't free.” Susie, parent of a college student
YES - “…they are absolutely customers…..although unwilling at times.” R. Davis, parent
NOT REALLY - We need to keep traditional academic expectations in mind as we create a different relationship with students. Instead of letting students assume that merely paying tuition entitles them to a good grade, we must engage them in their own education, require them to take responsibility for their ultimate success, and acknowledge the role of faculty members as experts in their fields who are, nonetheless, still learning and fallible. The most appropriate analogy for such a new relationship comes from medicine, not business: Students are like patients, and professors are like doctors.
PHILLIP H. SHELLEYhttp://chronicle.com/article/Colleges-Need-to-Give-Students/16508
RELATIONSHIPS
Student
Instructor
Institution
GEAR
◦Interlocking ideals
◦What is each giving to the relationship?
Radial Cycle
◦Relationship to a central idea
◦In the best interest of…
RELATIONSHIPS
Student
Instructor
Institution
Parents
Society
Funnel
◦Parts merge to a whole
◦Emphasizes outcome
RELATIONSHIPS
Society
Student
Instructor
institution
ATTRIBUTES AND GOALS
INSTITUTION HIRE INSTRUCTORS
MEMBERS OF SOCIETY
TEACH STUDENTS
SalesmenBusinessMoneyCompetitiveReputation
How attract students?
SalesmenCareerMentorsKnowledge- Base
How help students learn?
LearnGrowCompeteInteractQuestion
How graduate?
ProductiveJobMoneyGive backAdvertise
Positive Economic Growth
INTERCONNECTED
What is the
product?EDUCATIONAL OPPORTUNITY
BizEd March/April 2005
What are we selling
to students?
EDUCATION
Will the idea of customer service in the educational environment (in the classroom) compromise academic integrity?
IT IS THE JOURNEY NOT THE DESTINATION
PRIORITIESPERCEPTIONS
Will we compromise by giving the students what they WANT versus what
they NEED – a QUALITY EDUCATION?
INSTITUTIONAL FACTORS
Institution “level”◦2 year vice 4 year◦Rankings◦Priorities◦Outcomes◦Harvard University vs Univ of Cincinnati
Some institutions, more than others, see the student as a customer…
Do you agree?
Online classes
Other?
SERVICES PROVIDED
As a student:◦Library◦Labs◦Help Desk◦Tutoring◦Office hours◦Course coordinator◦Advising Office◦Student Center◦Staff◦FacultyAccess to rather
than purchase of
http://studentaffairs.osu.edu/advocacy/mission-statement/
http://studentaffairs.osu.edu/advocacy/lessons-to-live-by/
STUDENTS RIGHTS AND RESPONSIBILITIES
IS THE CUSTOMER ALWAYS RIGHT IF THE CUSTOMER IS A STUDENT?
WHAT DOES THE STUDENT WANT?versus
WHAT DOES THE STUDENT NEED?
DIFFERENCE?Maybe this is where the customer service definition is different than what you might find elsewhere…
“I worked so hard and I got a C but because I put in so much time and effort I really feel like I deserve an A.”
CONCEPTS vs APPLICATIONS
Not just memorization – although there is that – but is geared more toward the application of the information learned.
Takes time; it takes experience; a lot of trying and failing to learn the material.
It’s the application process that leads to a time consuming learning curve that potentially stalls student motivation and realization of what the subject material entails.
LEARNING
KNOWLEDGE vs LEARNING
What is knowledge?Why is it important to gain knowledge?
It’s not just about the grade
THE RESPONSIBILITY
OF THE STUDENT
STUDENT-INSTRUCTOR
STUDENT – academic relationship; individual focus on learning
STUDENT CUSTOMER - needs are met to best support the student fully and successfully in their role i.e. in their academic endeavors
INSTRUCTOR – job is to ensure that student customer does not conflict with the needs of the student; in fact, job is to support the student customer in becoming the best possible student = STUDENT EXPERIENCE
http://blogs.edgehill.ac.uk/next_to_the_circle/2007/03/11/are-students-customers/
Student/ StuCustomer
InstitutionInstructor
SYMBIOTIC RELATIONSHIP
A symbiotic relationship is a relationship between two entities which is mutually beneficial for the participants of the relationship; when two organisms "work together," each benefiting from the relationship.
Zebra and oxpecker Flower and bumblebee
INSTRUCTOR ATTRIBUTES
http://www.associatedcontent.com/article/381389/characteristics_of_a_good_teacher_what.htmlhttp://www.ripplesofimprovement.com/the-top-10-qualities-of-a-good-teacher/
A GOOD INSTRUCTOR… Displays self confidence Is a consumer of knowledge Is prepared Willingness to help students achieve by going the extra mile Listens Motivates Is fair Has a sense of humor Has true compassion for their students Is passionate about their subject and life Patient Understanding Dedication to excellence Unwavering support The ability to look at and explain things differently Takes pride in their student’s accomplishments
And TEAMWORK
With Equity andFairness to All
CompassionFlexibility
REQUIRES BALANCE
It is the instructor’s
job to TEACH and the
student’s job to LEARN
PROFESSIONAL RELATIONSHIPS
CORPORATE or PROFESSIONAL RELATIONSHIPAll the people with whom you initiate and or maintain a
relationship during the course of your business day
“The most effective way of handling this area to great personal success is to remember that your output is someone else's input.”Four Types of Professional and Personal RelationshipsBy Krish Dhanamhttp://www.candogo.com/search/insight?i=6294
It’s up to you to decide…
INSTITUTION is a service provider
INSTRUCTOR is a knowledge provider
STUDENT is… Product/Customer
Customer of the university… no doubt, but in the classroom?
A relationship, certainly, with the instructor, but as a customer?
If so, in what sense of the word?
IT’S COMPLICATED
CONCLUSION
THREETHINGS TO THINK ABOUT
FIRST ONE:
Were you the customer in school? Did your Instructor spend all this
time on you? Why the change? Technology?
Competition? Money? Etc?
CONCLUSION
Who is Cengage Learning’s customer?
Are we the customer? If so, what do we buy from them?
OR
Are the students who buy the books their customer?
CONCLUSION
Were you a customer
today?