About who the customer is in the educational system
Phillip Capper writes of David Markham's observation that who the customer
is in education is a matter of debate.
Sure. We can talk about compulsory education negating the customer angle,
but we can also--and should also--call that a moot point for the sake of
continuous improvement now.
Isn't it true in the U.S. that the majority of us are compulsory members
of the capitalist system of exchange of goods and services? Those who
live outside this system within the borders of the country may find it
less easy to maneuver in the system. Be that as it may, we are customers
within a system we accept in all its configuration. Are students not the
same? We can discuss mass alternatives to the general system; many
alternatives exist today on small scales. But the key element in the
argument about student as customer must be the awareness of customer needs
("seeking" the voice of the customer); "product" and "service" development
through research, design, testing and "marketing"; systems of delivery.
I think there are connections to be made. They ar not easy ones. Just
like with the big girls and boys in the business world.
So while we can argue about compulsory versus voluntary, let's also become
a bit more micro in our analysis or perspective. I'm for dialog on both
issues to the mutual benefit of both (compulsory education and student as
customer).
-- Barry Mallis bmallis@markem.com