You go to a nice restaurant. The manager politely asks you if you have a reservation and if you have you are pointed to a nice table. You order some food. It comes in a particular order, you finish it off with a dessert, the bill comes, you pay and off you go. You just experienced a nice dinner or lunch. You are the customer even though there are some checks and balances and rights of admission. The manager did check whether you look the type who can pay or goes with the decor of the restaurant.
Extend this to higher education and things are not very different. You can check in to a university ( read apply), clear the admission criteria, pay the fee, go through the semesters, get a job, and hopefully some education and off you go. If I were to ask a student who she is the answer will be – yes I’m the customer because I pay the fee. She can’t be further from the truth.
Let’s think about the question from the point of view of the university. That there two kinds of universities on two extreme ends of a spectrum. On one end are the state-sponsored or philanthropy universities where the fee the students pay makes for a small part of the overall revenues. On the other extreme are private universities which are largely dependent on fees. Between these two extremes are various revenue models of grants plus fees. So depending upon where you are on this spectrum you can answer this question differently.
But I would argue that the correct way to answer this question of whether students are products or customers is to look at the purpose of higher education.
The purpose of higher education in my opinion is to create useful members of society who will be able to navigate themselves through ways and means of our society and find the most appropriate ( and profitable) job necessary for the economy. While I do believe that the university has a higher purpose of creating knowledge but knowledge creation without students who will add value to society will not find many takers. So modern university has to make sure that students will well not in the immediate future but also for the next 30-40 years of their work life.
How does one do that? Well many ways but most importantly by making sure that while at the university students learn life skills, learn how to learn, explore areas as diverse as critical thinking, social sector, and entrepreneurship, learn to communicate well, learn to lead learn how to deal with uncertainty so on and so forth. These are the only skills I feel will be relevant over the next 30-40 years.
So coming back to our question- If employability is the purpose does it make sense to think of students as raw material and not so much as customers. The ultimate customers are the companies and individuals who employ our graduates.
This way of thinking is a welcome change because then we can think of what is important to value add at work and in society. We are not driven so much by what the students want because quite frankly sometimes they don’t know what they want. Fee or no fee is our job to make sure that students are future-ready to be useful members of society.