By Vickie Becker, EdD,
The old adage “the customer is always right” can be debated but for sure there is evidence to prove that the customer is important, has power and will often use this power to express his or her desires. There is also evidence to prove that the world of Higher Education has customers, students are our customers.
Decades of studies have been done on what youth oriented college students need and want. Now that the numbers of non-traditional students and adults returning to finish their degrees has substantially expanded, research is showing that the non-traditional students also have needs and desires, very practical ones.
Practicality is a valid term for describing the needs and wants of the non-traditional college student. Research showed that while the non-traditional student may have different study habits than their younger counterparts, the non-traditional student’s skills are just as productive in achieving academic goals. Additional research also showed that the non-traditional students’ maturity and life experiences led to greater academic achievement than they had initially expected.
So, what is it that the non-traditional student, aka customer, wants and needs and how can higher education address these? From my years, more like decades, of higher education teaching and administrative leadership I have found that the non-traditional student wants things to be “user friendly and flexible” and it just so happens that research backs this up.
When deciding where the non-traditional student should attend college, think practical and ask questions. Does the college provide writing assistance, guidance on study skills, technology support, and online library access? What are the employment opportunities related to my area of study? Practical questions like these with resources provided by the college you select to attend will greatly enhance the learning experience and completion of your higher education goal.
Vickie Becker, EdD, is the Executive Director for the Azusa Pacific University Murrieta Regional Center. She may be reached at 951.304.3400 or murrieta@apu.edu
