I know everyone hates the word “users.” They are our students, our applicants, our prospects, our alumni! Well … that is right … they are all those things. They are also our website “users” just as they are our … oh, God … don’t say it … “customers.” Customers. Customers. Customers. There you go. I said it.
Why is it important to talk about our students, applicants, prospects, and alumni as our “users” and our “customers?”