I have a somewhat unique perspective. I was a customer service professional for 15 years before becoming an adjunct instructor. The course material that describes how to be "customer oriented" (listening, creating relationships, flexible problem-solving, etc)is right on the money, but what was left out was the word "perception". The customer service experience is all about perceptions: how people perceive they are being treated. As instructors, we all need to keep our ears open for the little comments made in the hallways between classes to gauge our students' perceptions, and then react accordingly to change or shape them.