This study examines Finnish higher education students' perceptions of whether students are customers, based on qualitative interview data. The article contributes to the discussion on students as customers by giving attention to students' own voices from a country where tuition fees are not generally collected. The data are presented and analysed using a matrix of preference and perception of seeing students as customers. While the data contained student voices insisting that it is not appropriate to talk about customers because money is not involved, different orientations showing either a preference or perception of students as customers were also described. It is concluded that seeing a student as a customer might be a solution to various higher education challenges which are not all related to tuition fees. (Contains 1 figure.)