ABSTRACT
To get the attention of institutions of higher learning, customers must take an active role. It is essential for students, parent, other family members, and friends to change their attitude and treat colleges and universities like they would any other producer of goods or services. Universities must become student centered, which means treating students with respect and working with them to develop a detailed plan of study, so they graduate in four years. The first step in successfully resolving any problem is recognizing and admitting that a problem exists. Unless boards of trustees and public university leaders recognize that substantial changes are needed, the implementation rests with state government. For years, higher education has been a competitive advantage for the United States that enabled it to achieve a standard of living and an environment for business success that attracts millions of immigrants each year.
