In many of adult learning, we need to distinguish between two types of customers - the student and the person paying the bill. In some cases, these will be the same person. But in many cases, a parent, grandparent, spouse or some other person will be paying the bill and also should be treated as a customer. In fact, if a parent does not believe the student is getting his money's worth out of the educational experience (for whatever reason), he may pull the cash-flow. So the payor is definitely part of the retention equation.
