Today's students are non-traditional in the sense that they bring a consumer mindset to the higher education system. Given that they are used to a well-honed Customer Experience (CX) which they've already generally discovered in the "real world", they thus expect something more personalised and customised from education institutions.
In other words, students of today expect their experience with universities to match up with the level of service that they receive in the consumer world. But should they? And is it even possible?