Are students customers? It's one of the most heated debates in higher education. In a NewYork Times editorial titled "Are They Students? Or 'Customers'?" the author shared perspectives on this very question from several high-profile deans, presidents, and professors of major U.S. universities including George Washington, Chicago Booth School of Business, Ohio University, and Columbia. No surprise: their views were split right down the middle.Marketers talk about "touchpoints" or those interactions where customers encounter a brand or experience the brand after purchase. In today's digitally driven marketing environment, a touchpoint can come in the form of a social media post, the organization's website, or a more traditional way of marketing like TV, radio, or print media. A university that delivers a unique student-customer experience over the entirety of the relationship-from attraction to alumni relations-via these touchpoints will reap enormous benefits: increased student enrollment, increased word-of-mouth referrals, and raised brand awareness of the school and its program.