When I use it, I mean it in the most respectful sense. As in, “These are the people whom we serve and without whom would not be ‘in business.’”

As you’ve pointed out, though, there is a downside to the “customer mentality.” Like it or not, with school choice the mentality you describe is beginning to seep into K12 education as well. In my career, I’m seeing an increase in savvy parents who are “shopping” for the right school for their kid almost like they do for colleges. It’s crazy!

So call it what you will. My point is that a little extra effort can go a long way toward improving the community perception of your school.

However, I do not appreciate that we are all becoming “customers”. I used a passenger on a train or plane, I used to be a patient at a hospital. But now, thanks to the marketing geniuses, I have become a customer. I feel that terminology is very impersonal and creates a disjointed relationship between myself and the individual(s) that is(are) assisting me for whatever reason. I think this also creates the same type of relationship for those I may be assisting as well.

I also think that the customer mentality is hurting education at the University level. Students feel as though they have paid their tuition and can “pick up their credits” at the end of the semester. Personally, I would not like to see the impact this could have on k-12 students in the future.