What factors lead working adults to initially enroll in graduate programs? Is the undergraduate degree no longer enough to sustain a rewarding career? Little is known as to why this segment of graduate students are building careers and pursuing advanced degrees simultaneously. Traditional institutions of higher learning have primarily focused on full-time, undergraduate students. For profit entities now shape the future of higher education by reacting to the needs of students as consumers. Through a qualitative interview process with 25 participants, this research reveals that students expect the same level of customer service from institutions of higher education as they do of all other goods and services they purchase. Furthermore, students are expecting a return on an investment from a supplier that is both transparent and accountable. The results show that education consumers are savvy shoppers and are looking for points of differentiation to help them decide where to buy. While many institutions look and act alike, the level of customer service is what will ultimately set them apart. The recommendations for practice are to improve student "customer" services. This is an in-line process that begins with marketing, then admissions, followed by advising and intermixed with financial aid services, all segments in the chain that lead working adults to initially enroll in graduate programs. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]