Now, it appears the customer model is being advocated in higher education. In a letter to the editor of the Chronicle of Higher Education, Bill Sams of Ohio University argues that students should behave more like customers, demanding value for their tuition dollars.

Students give little thought to paying $2,000 each to sleep through courses for which they are forced to sit for hours at a time in hard seats in auditoriums jammed with other students. Customers would instead download free podcasts from iTunes U and—curled up in their own warm beds with their iPods and earbuds—listen comfortably as the same material was presented by top faculty members from MIT, Harvard, or Stanford.

Really? The classroom experience is worthless and we’d get better value from a recorded lecture?

A second letter by Michael Armstrong offers a rebuttal:

A good student is not someone to whom something is done (teaching), but rather someone who does something for themselves (learning).

I’m beginning to think there is a reason we developed these specific terms (library, patron, teacher, student). Sure, “customer” implies a certain level of power and input. A customer can take his money elsewhere if he is not happy. However, a business is only invested in a customer as long as that customer is paying. Don’t we expect a more multidimensional relationship between a teacher and student, librarian and patron, or doctor and patient?

I recently wrote a blog post for the SLA Social Science Division about “loyalty strategist” James Kane. His ideas about the relationships between organizations and the people they serve are relevant to this discussion — especially the idea that customer satisfaction is only a base from which to build loyalty.

No, not the big hulking building on campus. The library web site, where students can find all those great online resources that eliminate the need to go to the physical library.

I recently scrutinized the home pages of fifty colleges and universities, all rated highly by U.S. News for their undergraduate programs. A dozen of the Web sites I examined do not have the L word in evidence, and some that do effectively hide it because you need to scroll or squint to find it.

I looked at the web site for the university where I work. There is a link right in the main menu for libraries. Then I looked at the home page for the research center where I manage the library. Yup, a link to the library right on the main page. Phew!

More important than whether your site runs on WordPress or Drupal or hand-coded HTML is whether visitors can find out about your professional accomplishments. (I’m assuming here that your blog is not anonymous or pseudonymous, and that you consider it part of your professional self.) Is there a link on your blog to your academic credentials? to awards and honors you’ve received? to your publications and presentations?

In my roles as a conference and program planner for professional associations, I often look at personal and staff pages of all varieties looking for information. And I do sometimes rely on web searches to help me identify potential speakers. I’m much more likely to give you a call if I can find that you’ve already presented on a topic I’m interested in. In this day and age, why not also add video of yourself speaking?

I think (though I’m not as immersed in the culture) that other academics benefit from enhanced personal sites as well. I regularly research potential speakers for lectures and symposia sponsored by my organization, as well as prospects for open faculty positions. I can give the committee a much more detailed profile if I can find a recently updated profile (or CV or resume or whatever you want to call it). If I can’t find a profile, I have to rely on what I can find through web searches and literature searches, which is probably not as complete, nor as focused.

The bottom line: a personal web site, of any variety, gives you some control over how people view you. Here’s mine, also linked from the sidebar of DIY Librarian, and from my employer’s web site. OK, the design won’t get me hired as a web designer, and it’s nothing revolutionary, but it is up-to-date.